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Product
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DIGITAL INNOV
ATIONS
Over the past decade, Topshop has put a priority to translate its
in-store experience into its online activity. In 2012, Topshop came
second in line to the title of most engaging brand within social media platforms, after Asos (*12). While Topshop gathers the largest
amount of followers and fans, its success relies on more than offering the traditional mix of promotional offer, blogger tips and brand
information.
The Google + collaboration was the biggest campaign ever
generated by Topshop during Fashion week. The introduction of interactive catwalk features (*14) offered viewers a one
of kind digital experience that was designed to let Topshop
fans across the world “feels the excitement” that constitute the
event. The buzz generated around the innovative project while
further establishing Topshop as the leader in the digital field also
encouraged a rise in sales (*15).
Topshop has been actively interactive across its entire social media platforms, particularly during fashion week, leading the way for
digital innovation by initiating, each season, powerful online campaigns. Past campaigns included collaborations with digital giants
such as Facebook, Google, Youtube and Chirp to infuse new digital dimension to its catwalk experience. For the AW13 online campaign, Topshop broke all existing records by reaching more than 4
millions viewers (*13) during the show online interactive streaming.
“Brands without a strong
digital vision will struggle
in the future”
(Justin Cooke, former marketing director at Topshop
Moreover, online presence ensures to attract attention from
beyond the UK’s border towards Topshop. During the SS13
runway show, more traffic on the website was generated from
within the US in one day than in the entire website history. The
strong current presence of Topshop in the digital field will ensure a bright future for the brand especially amongst its younger
consumers who represent the most active age group of social
media platforms.
“Topshop turned an exclusive
event on its head and opened
up the backstage to the people
that reall make things hapy
pen, the consumers”
Fionna Miller on Topshop unique show initiatives
Topshop and Google + campaign for AW13 collection
‘
“Data is a powerful
tool to personalise
and engage viewers”
’
Justin Cooke, former marketing director at Topshop