The “shoot the show” camera app to allows fans to capture moments of the live streamed Topshop catwalk show “as if they were sitting in the front row”. The clips can then be personalised and shared on Facebook.
The app is integrated with e-commerce functionality so that all products used in the catwalk show including clothes, beauty and styling products and the music used will be available to buy directly from the live stream and Topshop online.
The campaign also includes a Twitter “Tweet off” competition inviting fashionistas to review the collection in one tweet to win tickets to Topshop’s next catwalk show. All tweets will be screened on Topshop.com.
The fashion chain says the initiative for its spring summer 2013 London Fashion Week show is the first social app of its kind and describes it as its “most advanced immersive and engaging social experience”.
Justin Cooke, who joined Topshop as chief marketing officer from Burberry earlier this year, says: “This show is all about the customer and creating what we call ‘social entertainment’ around our product. 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.”
Joanna Shields, vice president and managing director of Facebook EMEA, says: “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.”