When the word was out in town that Topshop was teaming up with Facebook for London Fashion Week Spring 2013 Collection, we knew they were baking us something good… and FashionTag & Iulia went there and saw it all for you. We even tested it out just to have a little fun and tell you if you should have a go at this.
On September 16th 2012 Oxford Street was the place to be for all young hipsters, wannabe fashionistas and the techno/rich lot ready to try out all the new crazy fads and spend a few quids just for Sunday delight at London Fashion Week. And it was all happening at Topshop & Topman. A live-streaming inside the shop from the Topshop Unique catwalk show was supposed to leave us all in awe and run for our lives in our quest to purchase only up to 6 items from the very catwalk collection. Not to mention the makeup used on models and accessories… that too was up for sale with a posh apology ‘To be delivered within 48 hours‘. And if this doesn’t sound quite appealing for the fashion lot out there… know this: Topshop offered any designer-to-be enough room to show off their talent with the help of the ‘customize it yourself’ widget. Now don’t hold your breath for too long, as it was a mere and humble click to change items’ colors.
What we were quite excited about and played around with like silly little children… was the ‘Shoot the Show’ widget that allows any fan to take pictures from the very show. Kudos Topshop! And it was indeed a move to be applauded and saluted if not for its originality then for its capacity to stay on top of the competition, sense what their target market wants and deliver it. Justin Cooke, chief marketing officer couldn’t have said it better: ”This show is all about customers and creating ‘social entertainment’ around our product. (…) It’s social, it’s commerce and it’s entertainment all rolled into one.” In an age when we spend half of our time on Twitter & Facebook... this suddenly looks like a pattern for the future. Could this be the beginning of the end of the fashion word exclusivity and the dying of ‘too posh to mix with the crowd’ vibe? Too hard to tell? Well I guess we’ll just have to wait and see…
Also stay tuned this week as FashionTag will do a full London Fashion Week coverage!
FashionTag Shoot the Show: