TopShop have upped the social fashion game and created a new Instagram/ Facebook powered social catwalk. The initiative allows people from anywhere in the world to participate in the London Fashion Week event by viewing styles in Facebook as they move down the catwalk and allowing them to be purchased immediately after the show - true democratisation of a large fashion event.
Also as part of the initiative, 5 VIP Instagrammers gave their own unique take on the fashion show and the behind the scenes action - a great way to scale engaging content and leverage existing social audiences.
Finally, TopShop allowed all customers to participate in the campaign themselves using the #TopShopWindow hashtag which aggregated posts in an “interactive digital mosaic” featured in the window of their Oxford Circus store. As well as showing shiny user generated content, TopShop analysed the style trends that people were tagging and changed featured store stock accordingly – great usage of customer data driving action.
TopShop haven't released any results from the campaign to date, however the #TopShopWindow hashtag had 1,200 posts in the first 3 days.
TopShop have executed a really strong integrated campaign that looks to have set the benchmark for digital in fashion. What other great social commerce examples have you seen?