Case study: Topshop live shopping fashion show gets 2 million viewers

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Topshop attracted more than 2 million people to its live streamed fashion show at London Fashion Week, with the retailer claiming to sell out of some lines during the broadcast. The show, streamed live on Facebook, allowed users to share their favourite looks with friends using the social network. Viewers used ‘open graph’ technology allowing them to post messages about the Topshop show, called ‘Unique’ automatically on Facebook and Twitter. The retailer trended globally on latter social networking site.

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Brand: TopShop | Country: UK | Sector: Retail, Fashion | Format: Facebook, ecommerce, social media

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Topshop reported that some items, including a printed panel dress, sold out within an hour and that traffic to Topshop.com from the US, where it has just opened boutiques in Nordstrom department stores, reached a record level.

Viewers were able to purchase up to six pieces from the high-end line, with delivery in six weeks’ time. Viewers were also able choose the Topshop makeup worn by the models at the show.

A feature called 'Shoot the Show' let viewers customise the catwalk, giving them the ability to change the colour of key looks and accessories.

Music was also available to download on Topshop.com from iTunes both during and after the show.

Twitter users could also review the collection in 140 characters with the chance of winning VIP tickets to the next Topshop show.

“This show is all about the customer and creating what we call social entertainment around our product,” says Justin Cooke, chief marketing officer at Topshop. “We want to take the energy and the excitement of our iconic Oxford Street store to millions of people all over the world through Topshop.com. It’s social, it’s commerce and it’s entertainment all rolled into one.”

Online reach wasn’t confined to Facebook: Both #TOPSHOP and UNIQUE trended globally on Twitter Sunday. Conversation was led by the @Topshop and @ElleUK accounts, from which looks were simultaneously tweeted before they hit the catwalk. (Topshop also pinned the live stream video to the top of its Twitter page.) Twitter users were encouraged to tweet 140-character show reviews for a chance to attend the next Topshop Unique show in the spring.

“I feel confident that the show experience offered via Topshop.com to this global audience is genuinely something new, giving them a view from our very own front row, and enabling them to access and customise some of our key trends in clothing and beauty quicker than ever before,” said Sir Philip Green, the owner of Topshop parent company Arcadia Group.

Joanna Shields, vice president and managing director of Facebook EMEA, said: “Fashion enthusiasts are sharing the things they love on Facebook now more than ever. This is where the conversation happens, its among friends and its where great brands need to engage. Topshop clearly understand this, they are a cool young brand with a deep understanding of their customers, and by developing the innovative ‘shoot the show’ functionality with Facebook, they are enabling millions of people globally to share their favourite moments instantly with their friends.”

View the promo video for the event below:

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