Fashion Week showcase put fans and customers at the heart of a 'social entertainment' experience
On Sunday 16 September, Topshop was at the centre of the fashion world for a few crucial moments as it revealed its Spring Summer 2013 collection at the height of London Fashion Week.
The trend-setting retailer promised an unprecedented level of interactivity and delivered: the Topshop Unique Spring Summer 2013 catwalk reached two million people in over 100 countries. The event was designed to encourage viewers that were live-streaming the show to personalise and share aspects of the experience as it took place in real time in London's Bedford Square. The Customise the Catwalk feature allowed users to not only select and order key looks and accessories, but also change the colour to their preferred option before pulling the trigger on a purchase. Garments ordered from the runway were being made available with delivery 'three months ahead of industry lead times'.
Topshop also partnered with Facebook to develop a Shoot the Show function, a camera button embedded within the livestream window that let viewers click to snap pictures of their favourite looks, which were they were then invited to share directly with Facebook friends and the wider world.
Watch the video herel http://bit.ly/Qlqh7W
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