WHAT
OPPORTUNITIES
HAVE STORES
TAKEN TO ADVANCE
IN-STORE SHOPPING?
Brands within the mass market for
example have previously set out
opportunities to gain consumers to
their store. For example, Topshop
took the opportunity of London
Fashion week in 2014 to expose
consumers of the live catwalk show
at the Tate Modern to Topshop’s
Oxford street store.( Job, 2015)
Topshop provided five consumers
visiting their store with the
opportunity to watch a 360° stream
of the catwalk live through a digital
headset within the store. (Inition,
2014) In addition, Topshop’s fans/
consumers were able to virtually get
involved during London Fashion week
by having the opportunity to appear
in Topshop’s display window by
posting a selfie through Instagram,
with the caption ‘#Topshop window’
(Nesbit, 2014). These digital
advertisement displayed by Topshop
were able to attract young consumers
and in 2014 Topshop’s Unique Show
was suggested to be one of the
most popular events within London
Fashion week. (Sedghi, 2014)
35