Rachel Arthur
The Topshop Unique show held during London Fashion Week yesterday promised to offer consumers a social, customisable and shoppable experience through its live-stream on Topshop.com.
The result? A reported 2m people tuning in from over 100 countries across multiple platforms and devices.
Here’s a summary of some of the rest of the facts and stats from the event:
- A total of 200m people were said to be exposed to images and content from the show, in the main because of its “shoot the Show” tie-up with Facebook, which allowed consumers to share images straight from their video stream
- #TOPSHOP and #UNIQUE both trended globally on Twitter thanks to live-streaming through the platform for the first ever time, and a “tweet-off” invented by Topshop asking for followers to send in 140-character reviews
- Topshop also partnered with Elle magazine for a Tweetwalk that saw images shared live from backstage over Twitter on both accounts moments before they hit the runway
- The result saw Topshop.com clicked on by over 120 countries
- More traffic was generated to the site from the USA on one day than in its entire history. This was highlighted as particularly exciting in a week were the brand has opened 15 new stores in the country through a partnership with department store Nordstorm
- The “Customise the Catwalk” shoppable element of the initiative resulted in pieces selling out from the new collection within an hour
- Make-up products were also purchased during every minute of the show