Topshop has partnered with Twitter to analyse real-time trends as they emerge during London Fashion Week from Friday onwards, which it will display on digital billboards across the country, on the social media platform, its own website and in the Oxford Circus flagship store.
Customers that tweet Topshop’s account will get back an edited collection of looks that fit each trend, such as #colourblocking, #pleats and #utility, featuring products that can be purchased immediately.
In the Oxford Circus store, customers will be able to watch the Topshop Unique catwalk show live and later on request. Mannequins will be styled in five of each day’s trends and the store will feature a live billboard showing both tweets and fashion trends, replicating the content shared online.
There will be six billboards in pedestrian areas of London, Leeds, Birmingham, Manchester, Liverpool and Glasgow, featuring live content from Twitter data and Topshop products.
Sheena Sauvaire, global marketing and communications director at Topshop, said: “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 Outdoor sites [the company supplying the billboards], this will be a first example of real-time shoppable billboards.”
The models featuring in the Topshop Unique show will also step into a Vine booth before they take their turn on the catwalk to create six-second Vine videos. Their looks can then be shared across social media platforms and online.
“The Unique show continues to innovate not only in terms of the collection, which gets stronger every season, but also clearly recognising that our customers want to feel a part of this exciting event,” said Topshop’s parent company Arcadia’s owner Sir Philip Green.
“Whether we are giving them a look behind the scenes at the show or partnering with a global platform such as Twitter to allow them to shop the trends in real time, our aim is to create a truly inclusive experience.”