This weekend Topshop could really set itself apart from its rivals with the huge digital and online push it is preparing for its London Fashion Week show on Sunday.

This weekend Topshop could really set itself apart from its rivals with the huge digital and online push it is preparing for its London Fashion Week show on Sunday.

The more innovative fashion retailers have been live streaming shows for the last couple of years but Topshop’s detailed plans to create a full experience of the fashion show for its fans as it happens are impressive.

Plans for the show include using Hawkeye technology -  familiar at major sporting events – to create the impression that the viewer is walking down the catwalk. According to Topshop, it will be the first time real-time runway cameras have been used on models.

Teaming up with Google+, a digital leader, is a coup for the trendy retailer, giving a huge boost to its growing international brand and its digital credentials.

While using Youtube – the hugely influential digital channel – to live stream celebrities as they arrive and then the show itself will ensure Topshop is covering a huge amount of space online.

And this is without mentioning the new app allowing viewers to pretend to be buyers in the audience and enabling viewers to log into different cameras at Topshop’s headquarters.

Knowing Topshop, Twitter will be a hive of activity creating a buzz around the show, which airs at 3pm. Although the show may only last for minutes, the impact on Topshop’s brand will be huge.

The retailer has landed its movements perfectly to create the biggest impact, reaching the optimum number of people, leading up to the show by opening its much anticipated Los Angeles store on Thursday and launching the JW Anderson designer label today.

Usually, luxury fashion retailer Burberry is the one to beat when it comes to digital strategies around the catwalk. It was the first retailer to air a catwalk show live in 3D in 2010 and is known for its excellent social networking skills, tweeting backstage pictures at many of its shows.

But Topshop might take the digital catwalk crown from Burberry this year and if it pulls everything off it is sure to be applauded off, as well as on stage.

See Topshop’s Google+ page here: https://plus.google.com/+Topshop/posts

 

 

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