Last February, Fashion giant Topshop created the most viewed and interactive runway show ever. This season, Topshop takes fashion + tech to new heights during SS14 London Fashion Week. The entire production was sensational. The looks, the decor, the production and the digital prowess. We saw everything from live stream video broadcasts, customizable catwalks, Twitter, Facebook and innovative sound technology app, Chirp, bringing fans closer to London’s catwalks than ever before.
Below are six fashion + tech strategies we saw at the show:
1. Partnership with Mobile App, Chirp
Topshop let mobile app Chirp do all the talking during their live runway show yesterday at London Fashion Week. Slightly different from Twitter, Chirp is designed for the quick and easy sharing of pictures, notes and links for people in the same location via a chirp sound. With it’s superior sound technology, Chirp gave us exclusive content as looks were debuted down the Topshop runway.
Fans were sending chirps live from London’s iconic Regent’s Park, the Topshop website and in-store at the Topshop Digital Garden on Oxford Circus. “It’s about sending data and content via sound. We felt this was quite innovative compared to Twitter, where it has to be a two-way conversation. You can really engage with the app when you want to. When people open the app, they can be sent content via chirp and there are specific places to interact with it,” says Topshop Global Marketing Director, Sheena Sauvaire.
2. Watch Live From Topshop Showspace
Millions joined to watch Topshop’s show live on www.topshop.com with six other collections also available for live and re-viewing from Topshop Showspace including Marios Schwab, Marques’ Almeida, Simone Rocha, Fashion East, Meadham Kirchhoff and Lucas Nascimento.
Topshop’s Twitter and Chirp galleries allow fans to experience the runway from the front row. You can follow all your favorite fashion week insiders and join conversations with specially crafted Topshop Fashion Tweet Offs. Further exemplifying the power of the consumer, Topshop is holding a contest for a chance to win tickets to next season’s show by reviewing yesterday’s show using #topshop.
Another interactive element to the live broadcast allows you to shoot the show and send a preloaded message: “I shot my favourite look straight off the catwalk…” and send immediately to your Google+, Facebook and Twitter followers.
4. Customize the Catwalk
Customize the catwalk to your liking with exclusive looks from the beautiful Topshop SS14 collection. Once you’re signed up, you’ll be notified when the collection drops… months ahead of the crowd!
5. Shop runway looks live on Topshop’s Website
See a make-up look you’re absolutely drooling over? Get the make-up looks from the runway straight to your doorstep from Topshop’s homepage.You can also listen and purchase music tracks from the live shows and purchase immediately on iTunes.
Now for the actual fashion, we’re leaving you with a message from Creative Director, Kate Phelan.
“As for the collection itself, it’s a celebration of the incredible summer the UK has had in years. Just seeing everyone soaking up that incredible sunshine and beautiful daylight. So it really became the focus point to really make sure the clothes really sang that out and that you can really feel that great sensation of a great summer.”
Watch Topshop’s full show here!
Topshop SS14 London Fashion Week