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Physical evidence
Physical evidence
Direct Visitor’s estimation
Because of the numerous entries to the site as well as the complimentary nature of the event, it will be challenging for Topshop to
establish a precise number of crowd attendance for the event. Several strategies will be developed to evaluate the number as close as
possibility to the reality.
First, Topshop will rely on hard count undertaken at each installations of the Topshop village. The hard count will quantify the number of physical actions of visitors at each of those installations (1*).
This will be achieved by the installations of security perimeters (the
fashion lab will be delimited by a perimeter that will allow security
to manage crowd flows within it), the count of physical services
performed (beauty services, drinks and food served as wells as the
headcount of Topshop’s pop-up shop clients. This hard count will
enable Topshop’s team to establish an exact number of physical
audiences impacted on. However this number will remain a vague
estimation of the number of visitors to the event.
To estimate the overall number of attendees in the Covent Garden’s
piazza in regards with the events’ happening, Topshop will, in association with Transport For London, reference the frequentation of
nearby tube stations (Leicester Square, Covent Garden, Holborn)
and challenge the result with the average frequentation on regular
Sundays.
Indirect Audience Estimation
Topshop will utilize its social media platforms to evaluate the number of indirect audience reached over the course of the Topshop
Village campaign. Data will be collected from the number of social
interactions that featured the event’s official Hashtag. Topshop will
collect the number of visitor’s to the pop up website, connection to
the online show stream as well as the diverse promotion medium in
order to evaluate the overall impact of the event
79%
Will Visit
The Topshop
Village
According to a survey undertaken within the event target market,
79% of responders (2*) said they
would visit the TopshopVillage.
PRESS
The Topshop village will uncontrollably generate press large amount of
press coverage featuring the brand, venue, event and, or collection.
The portfolio of press coverage is expected to be extremely varied; from
blog posts to high-end magazines features and TV show reports. Topshop will collect and evaluate the impact or readership of each feature
in order to establish the number of person impacted by the information.