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Appendix
Place
their favourite snaps of the show via their social media accounts and
set up an alert for when it become available to buy. Additionally viewers
were able to buy the beauty products used to create the looks of the
show.
Competition - Review the show Tweetoff
Participant to the live stream were encouraged to share their review of
the show within 140 characters tweet. The completion saw the winner
offered a pair of VIP ticket to next’s season Unique show.
Be the Buyer
The “be the buyer” feature enabled viewers to express their opinions
over the collection and select their favourite catwalk looks. The data
generated by the Be the buyer initiative were utilized to influence the
real Topshop buyers on which looks were to be more commercially successful and therefore sent to production.
15* While Topshop innovative digital campaign have for aim to interact with international Topshop fans it has also for objective to increase
sales and online footfall. Luckily Topshop strategy has proven to be
highly successful over the past seasons. For the SS13 season, online
viewers were enabled to purchase articles of the runway as the event
unfolded live. Most of the collections items had sold out within an hour.
For the AW13 collection, Topshop by initiating its biggest collaboration
to date with google, decided to empower its consumers; viewers were
invited to “be the Buyer” and raise an opinion over their favourite catwalk looks. The Be the buyer information was gathered by Topshop to
influence the real Topshop buyers on which looks were to be more commercially successful.
16* As of31 august 2013 according to an official press release by Arcadia group.
17* “My aim is to have a billion-dollar business in America within five
years.” Sir philip green stated in March 2013 with the precise objective
to open 30 large stores around the country. The expansion follow Arcadia’s strategy to take over the American retail sector since the recent
sell of 25% of Topshop to a US firm.
1* Former garden of the Convent of Westminster, Convent Garden of
its original name has always been a place for trade and commerce in
London. Since its set up in the 13th century, Covent Garden became
a spot for fruits and vegetables trades for the city of Westminster. Following the desolation of all monastic properties by Henry VII in the 16th
century, the land of Covent Garden was granted to John Russell, Earl
of Bedford. Covent Garden remained a privately owned property until
1918.
In the 17th century, the area was entirely rebuilt with the set up of a
central plaza - the Piazza - greatly inspired by large Italian and French
squares-, St Paul’s church as well as Victorian residences. Throughout this century of great changes for the area, Covent Garden evolved
into becoming a place for bohemian society to meet. Writers and journalists but also artists and performers chose Covent Garden as their
playground. The Covent Garden Theatre, contemporary known as the
Royal Opera house was erected at the same time.
Additionally was founded a fruit, vegetables and flower market, culturally symbolized by the pineapple trade, a fruit first commercialized in
the space of Covent G