The app lets users quickly share information with other people in the same place via a ‘chirp’ sound.
The partnership will see Topshop use Chirp to share details of London Fashion Week with customers at both its show space in Regents Park and a Chirp garden at its Oxford Street flagship store. Images of hair and make-up tests and models walking down the catwalk will all be sent to Chirp users, while people at home can keep up-to-date via the Topshop website.
The move is part of a broad initiative created by Topshop to offer fashion fans access to aspects of fashion catwalk shows that were previously unavailable. This year, that includes a Twitter photo gallery showing final preparations for the fashion show, tweets from the front-row and backstage and live content using Vine.
Fans will also be able to capture, personalise and share the streamed catwalk show via Facebook and buy the fashion and beauty products used on the catwalk instantly using e-commerce functionality.
A Topshop spokesperson says: “Topshop wants to be at the forefront of what’s new in digital the same as with fashion. We want to offer our customers a rich experience whether they’re attending or not.”
Topshop is not the only fashion brand upping its focus on Fashion Week as the event’s international profile grows. Flagship retailers on Oxford Street – including Selfridges, John Lewis, Marks & Spencer, House of Fraser and H&M – are all holding a range of in-store events including talks with designers, workshops, styling sessions and giveaways.
The British Fashion Council also claims London Fashion Week has received a “significant increase” in investment levels from both long-term and new partners. This includes a collaboration with the New West End Company that has placed 75 12-foot flags on Oxford Street featuring images of the latest styles from British fashion industry designers.