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Price
Price
Quality services
The success of the event is vital to Topshop’s reputation
and maintain of top innovator position in the British fashion industry. While visitor’s participation, online as much as
physical, will not impact on the run of event; it will determine
the campaign’s success. Visitor’s satisfaction and positive
opinion will therefore be at heart of Topshop’s priority.
COMPETITORS
Digital Particip
ation
Investment
The mix of offer from, complimentary beauty services and
food to exclusive spectacle has been thought to satisfy the
audience and reward them for their participation and presence. Therefore, and as no direct commerce will be involved,
there will be little room for disappointment from the audiences.
Overall, The event free value will ensure that visitor’s comes
with no trading expectations to the Topshop Village.
TIME
One of the only involvements expected by Topshop from its
audience will be time. This is the reason why the Topshop Village wi ll take place on a Sunday, traditionally the day to rest,
a day during which people are more likely to take time off their
busy schedule to visit animations in the centre of the city .
In addition to time, visitors will be encouraged to share and join the online
event discussion through the official hashtag #theartofpreparation and #topshopvillage. Topshop throughout the day will encourage visitors to dedicate
a post, picture or tweet about the event. This contribution is not mandatory
but will strongly impact to the event promotion. As explained in Promotion, diverse strategies has been created to influence the Topshop Village
online discussion to make it appear to the benefit of the sharer and not of
Topshop (Photobooth, exclusive catwalk content ect.). Making visitors look
good to the eyes of their non present friends in order to encourage them
to share content from the event will be at the centre of Topshop’s priorities.
The complimentary value of the event will set the Topshop
Village apart from any competitors in this field. Fashion shows
are traditionally free and access is only granted to attendees
with invitations. However, in recent years, and in answer to
a growing public demand, fashion industry events (London
fashion weekend, Vogue Festival) for the general audience
have developed. However, unlike the Topshop Village, these
events charge fees for access, sometimes very costly. In addition, none of the competitor’s events have been realized
in a scale as near as impressive as the one intended to be
introduced by Topshop in a public space.
Conclusion
From the visitor’s perspective, Topshop Village will represent a
rare opportunity to witness the actual behind the scenes activit
of a fashion show, as well as have access to one of the most
sough after collection showing. It will be a one of a kind opportunity to immerse into the exclusive and often restricted world
of Fashion. Complimentary services delivered throughout the
day will have for objective to add profitable value to the event
and overall generate a positive experience for visitors who,
without investing a penny, will benefit from it.
While they will have to dedicate time and possibly money to
travel to the event location, the Topshop village will end up
being an extraordinary experience for anyone with an interest
for fashion, spectacle and celebrities. It will represent a great
anecdote to share with friends and family, which will forever be
linked to Topshop in the visitor’s mind.
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