Post date: Sep 19, 2012 3:27:46 PM
LONDON, UNITED KINGDOM (SEPTEMBER 16, 2012) (TOPSHOP) - Luxury labels demonstrated the instant selling power of social media during London Fashion Week like never before with videos broadcast live online to the world from shows crammed with tweeting, blogging designers, editors and celebrities.
Topshop has developed its most advanced immersive and engaging social experience for its Topshop Unique Spring Summer 2013 London Fashion Week show. Retail clothing chain Topshop reached the largest online audience for a live-streamed London fashion show on Sunday, with two million viewers tuning in from more than 100 countries to see Topshop Unique's latest collection.
Retail clothing chain Topshop reached the largest online audience for a live-streamed London fashion show on Sunday, (September 16) with two million viewers tuning in from more than 100 countries to see Topshop Unique's latest collection.
According to figures compiled by the retail chain, more than 200 million people were exposed to images and content from the runway as part of Topshop's partnership with Facebook, where fans were led to Topshop's live-stream from their shopping site.
Most importantly, Topshop were able to see a direct impact from their social media coverage as people streaming online were able to immediately purchase the looks on the runway. Numerous items, including a dress that was the first outfit on the catwalk, sold out even before the show was over.
"This show is a really special moment for us because we are the only high street brand to show in London Fashion Week and we really think that this is an amazing collection and Kate - being the Creative Director - is very passionate about Topshop Unique. It's kind of the aspirational side of our brand and what we want to do is take that to a really wide audience. So we've partnered with Facebook, we're using all kinds of technology on the website to really make it the most social kind of entertainment experience.
We want people all over the world to log in and explore and play and spend time with our brand and hopefully that's going to completely change the way the customer sees our world. We're exposing it to hundreds of millions of people that will share it instantly through their friends which is really exciting for us, especially when you think that we're going into new markets like America where we've opened fifteen stores inside Nordstrom and it's a really exciting time for the brand," Justin Cooke, Topshop's chief marketing officer, said.
For fashion week alone, the British Fashion Council (BFC) estimates that more than 100 million pounds in orders are generated each season and that international media coverage was worth 61 million pounds.
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