London Fashion Week just finished up this past Tuesday September 18th. One of the biggest names and impact made this year is Topshop. I came across this marvelous store when cruising the Internet a few years ago. At that point, stores that I knew of had only been located in London, New York City and Chicago. Normally I am extremely hesitant on actually following through with online purchases but in this case I was immediately drawn to Topshop’s unique style that was a refreshing change from U.S. based retailers. To my excitement a store launched in Las Vegas this past Spring and my life has never been the same. (Going broke from Vegas shopping sprees) This year Topshop offered an interactive experience for their followers on their social media outlets.
Topshop broadcasted their show through their website as well as on Twitter. Live video steam on their website allowed participants to take screenshots and video clips of their favorite looks, browse color options, view clothes and accessories as they came down the runway and the best part, share all of this with your friends on Facebook! Now if that isn’t interactive I don’t know what is. Some looks sold out within an hour of the feed becoming live and some even before the show ended!
Competition is immense for designers to get a grip of the social media world. Previously it was left up to bloggers and celebrities in the audience to build a hype around a designer but fashion editors and journalists are fighting back to claim their portion of media coverage. Fashion trends are short lived, those who are interested in fashion want to be on the cutting edge of what is the latest and greatest. Social media is quick, simple, and informative. Its easier than ever for someone in the U.S. to know every inch of runway gold that is strutting on London’s catwalks.
It is refreshing for me to see a company like Topshop reaping the benefits of successfully utilizing social media. Not only were fans informed on the latest updates in regards to fashion week but they were able to directly interact with each look, providing a personal shopping experience without ever leaving home.
(Louise Gray, Topshop showspace)