Campaign of the week: Topshop The Future of the Fashion Show

This year the retailer aimed to further engage its young, fashion-conscious customers about the event on social media to promote its products during London Fashion Week.

The retailer released a video across social media platforms showing how, via its partnership with Google, consumers could immerse themselves in the glamour of the event.

As well as streaming the show live on YouTube on Sunday, Topshop provided a host of interactive content around the event. It included video diaries from the models on Google+ and its ‘Model Cam’, which used several cameras showing the catwalk from the model’s perspective, putting the viewer in their high heels.

Topshop simultaneously released an app that allowed users to create their own collection from items in the show. This swathe of interactive content allows shoppers to engage with products in a manner that should hold their attention for far longer than a traditional 30-second TV ad.

Nishma Robb, chief client officer of digital marketing agency iProspect, says the retailer can gather valuable data from the app on what consumers like about the collection but believes it could have had more immediate opportunities to purchase products in the campaign.

Robb argues the campaign effectively tears down the walls between consumer and the exclusivity of fashion shows.

She says: “The opportunity to engage and share creates a lasting experience long beyond the live event.”