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16/09/2012 by

Topshop’s Real Time Catwalk Customization

Today, September 16th, at 2pm GMT, Topshop fans can tune into live-streaming customisable catwalk experience for the Topshop Unique SS13 fashion show at the London Fashion Week. If they like what they see, viewers can buy Topshop Unique looks directly off the runway while watching the real-time catwalk video.

Topshop, in partnership with Facebook, is using the concept to enhance the runway experience for customers and collect data that can help the retail chain make better decisions about its business strategy.

The entire Topshop fashion show experience is sharable. Fashion fans can capture and share on Facebook live photos of the looks without interrupting their show experience with Topshop’s “Shoot the Show” tool. They can even download all the tracks from the show directly via iTunes.

Check out the promo video below:

The social experience isn’t meant only to drive sales during the event or afterward, via recorded video. Creating content is also a key part of Topshop’s engagement and branding campaign. Seems like a great combination of awareness and pushing leads and possible sales, dont you agree?

You can tune in from 2pm GMT here, Srarting from 3pm GMT you can start customizing your Topshop castwalk.

About the author

Laurens Bianchi is an online marketing professional from the Netherlands and has been blogging on ViralBlog since 2008. Currently Laurens is a Managing Partner and Commercial Director at ICON&Co. Within the company Laurens is responsible for online and social media consultancy.


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Comments (3)

  • Igor Beuker 17/09/2012, 11:03

    Some fashion brands are on the move. Good to see that!


    • Laurens Bianchi 17/09/2012, 11:38

      I followed the show yesterday. I didn’t quite understand the ‘customizing’ part. The only thing I thought was cool that you could make snapshots of the show which could be instantly posted on your Facebook timeline.

      The other cool thing that there was a list available with music from the show that you could buy on iTunes.

      But indeed a good thing that Topshop is on the move!

      • Igor Beuker 17/09/2012, 17:05

        Music and fashion are a perfect fit.. and adding value to “mood and motion”.

        I expect more partnerships between fashion and music..

        But many fashion brands have a lame technical infrastructure and architecture .. so firms like Yoox etc are really fuelling and powering many brands online like ie Dsquared etc

        I do however expect more from fashion: personalized and relevant offers and experiences: both online and next offline