TOPSHOP & TWITTER ALLOW CUSTOMERS TO SHOP TRENDS AS THEY HAPPEN DURING LONDON FASHION WEEK
London, February 16th 2015
During London Fashion Week, TOPSHOP will continue its drive to democratise the fashion industry by giving people instant access to next season’s fashion trends. In an innovative partnership with Twitter, TOPSHOP will analyse real-time data to identify trends as they emerge. The trends will be displayed almost instantly on digital billboards around the country, in Tweets from @TOPSHOP, on TOPSHOP.com and in the Oxford Circus flagship store. Customers who Tweet @TOPSHOP with the trend hashtag will get back a curated collection of looks that fit the trend and can be purchased immediately. This will be one of the first times a brand is using real-time big data to inspire and curate a customer’s shopping journey.
TOPSHOP will be using TWITTER data to identify live trends as and when they happen at London Fashion Week. Listening to the industry and influencers as they Tweet at and around shows, Twitter and TOPSHOP will highlight next season’s trends and communicate them via outdoor advertising sites around the country, online and in store. Throughout the day, as key trends emerge they will appear in the Topshop trend cloud as hashtags, for instance #colourblocking, #pleats and #utility, and subsequently feature on the billboards. Customers will then be able to Tweet @Topshop using one of the trend hashtags, to receive a curated shopping list inspired by the trend.
OXFORD CIRCUS FLAGSHIP
The in-store experience will be multi-faceted with a screening area to allow customers to watch the show TOPSHOP Unique show live from Tate Britain and on request. Customers will be able to review the show by tweet to win a chance to attend the Spring Summer ’16 show in September as well as a TOPSHOP fashion collection. There will also be a unique Twitter vending machine which customers can Tweet for treats. Furthermore, throughout Fashion Week, mannequins will be styled every day in 5 of that day’s new trends, all identified from the aggregated conversations. The store façade will also feature a live billboard – showing Tweets and fashion trends – replicating the content shared nationwide.
The six billboards, produced by social marketing platform Stackla and provided by Ocean Outdoor, will be located in pedestrian areas of London, Leeds, Birmingham, Manchester, Liverpool and Glasgow - all within 10 minutes walking distance of a TOPSHOP store. The billboards are all digital and will feature live content pulled from Twitter data and TOPSHOP shop-able product.
Friday 20th - Tuesday 24th
TOPSHOP’s army of top-models will be stepping into a Vine booth before they take their turn on the catwalk. The 6 second Vines will capture the full looks and be shared across social and on TOPSHOP.COM as they appear on the runway.
SIR PHILIP GREEN, comments:
“TOPSHOP is proud to remain a principle supporter of London Fashion Week and NEWGEN, which enables us to nurture young talent by giving designers the opportunity to show their collections to a worldwide audience. Meanwhile, the UNIQUE show continues to innovate not only in terms of the collection, which gets stronger every season, but also clearly recognising that our customers want to feel a part of this exciting event. Whether we are giving them a look behind the scenes at the show or partnering with a global platform such as Twitter to allow them to shop the trends in real time, our aim is to create a truly inclusive experience."
Bruce Daisley, MD of TWITTER UK, comments:
“Twitter is live, public and conversational, making it the perfect accompaniment to London Fashion Week. We are excited to be working with TOPSHOP on a project that brings people all over the world closer to fashion week, giving them direct access to next season’s trends as soon as they emerge.”
SHEENA SAUVAIRE, GLOBAL MARKETING & COMMUNICATIONS DIRECTOR TOPSHOP comments:
“TOPSHOP is proud of the award-winning, innovative partnerships that have driven the democratization of London Fashion Week over the last 3 years and this season is no different. Through Twitter’s listening power, we can allow our global consumer to shop the trends as and when they happen, and give them insight and access into runway shows. The idea of live advertising is just beginning, and thanks to the Ocean Outdoor sites, this will be a first example of real-time shop-able billboards.”
WATCH LIVE ON TOPSHOP.COM GLOBALLY ON SUNDAY 22nd FEBRUARY, 3PM GMT
@topshop #topshopunique #topshopwindow
- ends –
Notes for Editors:
The TOPSHOP SHOWSPACE is situated at TATE BRITAIN where the TOPSHOP UNIQUE, NEWGEN, Osman & Jonathan Saunders shows will take place throughout London Fashion Week.
Stackla is a social content marketing platform, allowing brands to discover and showcase customer endorsements from the social web. More than 300 brands, like Red Bull, Toyota, Canon, News Corp and QUANTAS, use this content to create authentic experiences that resonate with their audiences. Founded in 2012, Stackla has offices in San Francisco, Sydney and London. In 2013 Twitter recognized Stackla’s innovative approach to social content marketing making them a Twitter Technology Partner.
TOPSHOP in numbers:
TOPSHOP has 319 stores in the UK, with a further 167 international franchises operating in 40 countries.
The USA sites are fully owned flagship stores and this will be a total of 9 stores by April 2015. TOPSHOP is also sold in 52 Nordstrom stores across the USA.
TOPSHOP.COM attracts an average of over 4.5 million visits per week, with around 400 new products going live online per week and shipping to 110 countries. It has dedicated transactional platforms for the UK, US, Germany, France and the four largest Asian markets of Singapore, Malaysia, Thailand and Indonesia.
TOPSHOP has supported the NEWGEN British Fashion Council run scheme for 12 years, and a total of 234 designers have launched businesses through the program.
In 2001 TOPSHOP UNIQUE was founded. Unique is Topshop’s high fashion collection designed by its in-house team. In 2005 Unique went on schedule at London Fashion Week, making Topshop the first high street brand to do so; it is now in its 27th season.
FOR FURTHER INFORMATION, PLEASE CONTACT:
0207 927 1484