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Twitter and TOPSHOP showcase emerging fashion trends

Twitter and TOPSHOP will showcase emerging fashion trends as they happen live from London Fashion Week in a unique digital out of home collaboration broadcast across Ocean’s The Grid.

Listening to the industry and influencers as they Tweet at and around shows, Twitter and TOPSHOP will highlight next season’s trends and communicate them via Ocean’s digital out of home screens, online and in store. The campaign, created by Twitter UK for TOPSHOP, breaks on February 20.

Throughout London Fashion Week, as key trends emerge they will appear in the TOPSHOP trend cloud as hashtags, for instance #colourblocking, #pleats and #utility. From there they will feature on The Grid, the campaign then inviting customers to Tweet @Topshop using one of the trend hashtags to receive a curated shopping list inspired by the trend.

#LiveTrends was the winning campaign in Ocean’s annual Art of Outdoor Digital Competition 2014.

“TOPSHOP is proud of the award-winning, innovative partnerships that have driven the democratisation of London Fashion Week over the last three years and this season is no different. Through Twitter’s listening power, we can allow our global consumer to shop the trends as and when they happen, and give them insight and access into runway shows. The idea of live advertising is just beginning, and thanks to the Ocean sites, this will be a first example of real-time shop-able billboards.”

Bruce Daisley, managing director of Twitter UK,said: “Twitter is live, public and conversational, making it the perfect accompaniment to London Fashion Week. We are excited to be working with TOPSHOP on a project that brings people all over the world closer to fashion week, giving them direct access to next season’s trends as soon as they emerge.”

Ocean CEO Tim Bleakley said: “This campaign is striking for its immediacy and relevance to it target audience. Here’s proof that premium digital out of home really is the media of the moment to get your brand noticed.”

Topshop Engages VR Technology to Live-Stream Fashion Show to Oxford Circus Shoppers

Topshop is to live-stream a virtual reality (VR) experience of its London Fashion Week show taking place at the Tate Modern, giving fashion fans the chance to virtually view the proceedings from its landmark Oxford Circus store.
Working with 3D specialist agency Inition, Topshop will give shoppers at its store VR headsets to don, enabling them to experience a 360-degree virtual world comprising a live-feed of the catwalk show, backstage goings-on, VIP arrivals, set design and animated features.
The Topshop Unique Show will be available to view by shoppers on the 16, 17 and 18 February during store opening hours.
The show itself will take place in the Tate Modern’s Turbine Hall, with an open-set design that will allow visitors to the venue to view the proceedings from various viewpoints around the gallery.
Topshop will also stream the show and content to its website. Activity will include a live Twitter gallery on its homepage from the morning of the show and the retailer has asked fashion insiders to tweet content from the front row of the show. Topshop will also post Vine videos.
Sir Philip Green, owner of Topshop parent Arcadia Group, said: “This season’s live stream in virtual reality between two iconic London destinations, the Tate Modern and our flagship store in Oxford Circus, takes the idea of the traditional fashion show to a new dimension, as we continually look for new ways to engage, excite and involve our customers.”
Andy Milns, co-founder and creative director of Inition, added: “We are excited that Topshop have the vision to explore the next revolution in mass media – virtual reality. VR is the ultimate interface to the digital world with the power to transport the user to another place as soon as they put on a special display.”
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Via: BrandRepublic