148
149
Appendix
“The story was released in a strategic narrative order. Starting the
Wednesday before the show (5 days prior) and all the content was
curated on Topshop Google + page, as well as the brand’s website
and the other social media platforms” Anjali Mullany for Fastcompany.com
To mark the beginning of the communication campaign, Topshop released a viral video that summarized the storyline of the campaign,
leading up to the show.
Bibliogreaphy
Price
1* Large investment to be considered as part of the budget :
- Venue
-
Venue hiring
-
Production company
- Services
-
Human ressources
- Security
- Promotion
- Advertising
-
Press startegies
-
Council expenses
- Insurance
-
Health and safety
Physical Evidence
BIBLIOGRAPHY
Market Context
Barriaux, M (2006) Covent Garden sold, The Guardia, 8th August [ Accessed on 23rd November]
Capco (2013) Our business: Covent Garden [online] Available from < http://www.capitalandcounties.com/our_business_capco/capco_coventgarden/> [accessed on 21/11/2013]
Harrison, N (2012) UK retail regions ranked by spent, Retail Week, 29th June [Accessed: 20/11/2013]
Jacobs, D (2012) The 20 Most Popular Cities In The World To Visit In 2012. Forbes, 20th June [accessed on 21/11/2013]
Mintel (2013) Clothing Retailing - UK. [online] Available from: http://academic.mintel.com [Accessed: 18/11/2013]
Figure: Screen captures from “ The Future of the Fashion show” video by
Topshop and Google +
http://www.youtube.com/watch?v=5TAF9OfL99g
5* Topshop’s Tumblr serves as a page for fashion inspirations. The
page takes form in a photography gallery of street looks featuring
Topshop products. Anyone can submit a photograph and participate
to Topshop’s tumblr look book. The photographs taken in the photo
booth will contribute to the content of the page. Topshop will in fact
select a handful of funny, fashionable and memorable snaps and upload it onto the Tumblr page to communicate the overall vibe of the
event to its Tumblr Followers.
1* The basic assumption behind this estimation method is that an
accurate “hard count” of people who complete an event-related
action is available. Definable actions may include the number of
people who buy a drink or snack, the number of people who pick up
a schedule or map, or the number of people who attend a particular
activity, such as a talk.
2* According to a survey undertaken within Topshop intended market for the event, 79% respond positively at the offer to attend the
event.
Mintel (2012) Youth Fashion- UK [Online] Available from: http://academic.mintel.com [Accessed: 18/11/2013]
Shaftesbury PLC (2013) Covent Garden [online] Available from [accessed on
21/11/2013]
Thomson, R (2013) Analysis: London Covent Garden’s approach to successful retailing, Retail Week, 26th April [Accessed on 20/11/2013]
WGSN (2012) Youth attitude: IFM European Fashion industry – UK. [online] Available from: http://www.wgsn.com [Accessed: 20/11/2013]
WGSN (2012) Youth Culture – UK. [online] Available from: http://www.wgsn.com [Accessed: 20/11/2013]
WGSN (2012) Youth Marketing Update . Available from: http://www.wgsn.com [Accessed: 20/11/2013]