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Product
Product
INNOV
ATION
COMPETITORS
What has Topshop done differentl
y?
Burberry has opened the door for other brands to step into the
contemporary world of digital innovation. Unlike Burbery, Topshop
has taken digital opportunities literally and currently offers full-on
customer experiences including exclusive behind the scenes
content and live interactions with its viewers.
RETAIL
Burberry, on the other side, remains a more demure luxury brand
with a different target audience. The brand values for exclusivity
and luxury translate into the content of its fashion week digital approach, which offer more cautious content than Topshop.
Topshop holds a large portfolio of competitors within the high
street fashion field. However, the brand, through its innovative and audacious marketing moves, has always managed to
stand out as a leader of the market.
Burberry and Topshop tend to share different target market
and different price points in the fashion market yet Burberry
represent the main competitor of Topshop in terms of innovative digital moves during London Fashion week.
Like Topshop, Burberry has led the way for innovative initiatives for its seasonal fashion week show with the objective to
produce an interactive fashion show made accessible to fans
of the brand around the world.
Burberry past campaign combined the set up of a viral social
media campaign with the set up of at a temporary website where
to view the show live. Unlike Topshop, Burberry does not offer
backstage access during its live stream. The show was broadcast live at Piccadilly Circus and online in 185 countries, generating a huge footfall in social media interactions.
Other brand leading the fashion innovative future: Dianne
Von Furstenberg with Google +, Mary Katrantzou with Pinterest,
Kenneth Cole and Vine as well as Prada with Instagram.
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