Topshop Partners With Chirp on SS14 Show
Last February Topshop created the most viewed and interactive online fashion show ever. This season Topshop has partnered with the new innovative digital platform CHIRP to offer customers a unique insight into the show. The venue for this seasons show is one of London's most iconic landmarks - Regent's Park, in a space designed by renowned architect Pernilla Ohrstedt.
The Topshop Unique show experience is built around offering viewers a completely immersive experience that is personal and can be shared with friends. Everything from the music to the clothes to the beauty can be purchased and shared across every platform, channel and device.
PARTNERSHIP INNOVATION DETAIL:
'LET THE CLOTHES DO THE TALKING' - Topshop worked with Chirp to develop a unique new aspect to the application, whereby users will be sent an image, which you can tap to reveal secrets around the show. Images of the pattern room where the clothes were made, the collection backstage, the hair and make-up test and the models walking down the catwalk will all reveal something about the show.
Topshop's world famous Oxford Circus store will feature a Chirp and Twitter garden that shoppers can walk through to receive content, and attendees to the fashion show will be sent images from several Chirp locations around the site. The Topshop homepage will feature a Chirp Gallery so that you can receive the same content at home.
Topshop hosted a live Twitter Gallery on the homepage from the morning of the show so that viewers could see all the final preparations that go into a fashion show attended by the world's media and celebrities. Topshop has also asked it's key fashion-insider friends to tweet from the front-row and backstage giving viewers at home the most up-to the minute action.
Customers also joined the conversation with the Fashion Tweet Off on the homepage.
CUSTOMISE THE CATWALK
Following the success of the 'customise the catwalk' app and the 'shoot the show' camera button, users will be able continue changing the colour of selected key looks and accessories and share them the moment they hit the runway with their friends or order them instantly with delivery 3 months ahead of industry lead times.
Topshop will be posting live content from backstage using Vine.
Music will be available to share and download on topshop.com from itunes both during and after the show.
The Topshop Make-Up look will be available to buy straight away after the show. Furthermore, 50 limited edition make-up bags have been created using a key print from the catwalk collection.
QUOTES ON THE PARTNERSHIP:
"We are so excited to be working with Topshop at London Fashion Week. It's great to be asked to collaborate with a brand like Topshop, and to let our users share new fashion looks over sound will be a world's first. Let the chirping begin!"
Patrick Bergel, CEO & Founder, Chirp.io
"Each season, we set ourselves the challenge to innovate and excite in a different way with the UNIQUE show; not only in terms of our Collection and show space, but also how to engage with and involve Topshop fans worldwide. The link with Chirp is fun and we love the fact that it allows people to discover new aspects of the Collection and what goes on behind the scenes at UNIQUE through creating iconic images to story tell. With my personal belief that product is king I am a great fan of the tag-line "Let the clothes do the talking" .
Sir Philip Green
"Each London Fashion Week is lifting the stakes of innovation, this time Topshop have raised the bar. Alongside their in-Tweet livestream they have added more interactivity via their 'Tweet the Show' feature. We've been thrilled to partner with them to bring their ideas to life throughout LFW."
Bruce Daisley, Twitter UK Managing Director
More On: Topshop,