Arcadia-owned TopShop is launching a games app for students as part of a number of digital initiatives due to launch this autumn.
The student game, which will launch on September 5, is open to all students that own a smartphone within a 500 mile radius of a Topshop store. Players can select which rewards and exclusive offers they wish to sign up for and then have to take part in fashion-themed challenges to collect points.
Challenges will include taking pictures of their favourite “back to college look” or for identifying their favourite autumn trends in TopShop. Prizes include a 20% in-store discount and entry into a competition to win a £500 shopping spree. A second round of challenges and prizes will be added on October 6.
The app has been created with digital games company SCVNGR, which has already launched a number of successful games and apps in the US.
“We’re always looking for new and innovative ways to engage our customers,” said Mary Homer, managing director of Topshop. The retailer is also planning a new iPhone and iPad app, a shopable mobile website and the launch of Topshop Tumblr.