Topshop partners with Facebook for ‘customisation of the catwalk’
High street fashion retailer Topshop has partnered with Facebook to launch a new social media experience for its spring/summer 2013 London Fashion Week show.
For the first time ever viewers will be able to ‘customise the catwalk’ by changing the colour of a set number of clothing and accessories items as they watch the live-stream of the fashion show on Topshop.com which takes place this Sunday.
The pieces can then be pre-ordered for spring/summer 2013 with delivery in six to eight weeks, three months ahead of industry lead times.
Topshop’s chief marketing officer, Justin Cooke, said: “This show is all about the customer and creating what we call ‘social entertainment’ around our product. We want to take the energy and the excitement of our iconic Oxford street store to millions of people all over the world through Topshop.com. It’s social, it’s commerce and it’s entertainment all rolled into one.”
Never Miss a Retail Update!To allow the show to be a new social experience, Facebook’s in-house engineers have developed a ‘shoot the show’ camera button which is placed on the corner of the livestream. This enables users to click and capture their favourite looks from the show as if they were sitting in the front row.
Joanna Shields, VP & MD of Facebook, added: “Fashion enthusiasts are sharing the things they love on Facebook now more than ever. This is where the conversation happens, its among friends and its where great brands need to engage.
“Topshop clearly understand this, they are a cool young brand with a deep understanding of their customers, and by developing the innovative ‘shoot the show’ functionality with Facebook, they are enabling millions of people globally to share their favourite moments instantly with their friends.”
