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Topshop teams with Pinterest for colour-themed fashion week campaign

TOPSHOP PINTEREST 2

Topshop’s tech focus at fashion week this season lands on Pinterest, and its theme of choice: colour.

The British retailer has partnered with the virtual scrapbooking platform to launch “Pinterest Palettes”, a tool that scans and identifies the dominant colour in any given set of Pins, enabling users to discover their personal colour DNA as well as upcoming trends for spring/summer 2016 based on what’s being seen on the streets of New York, London, Milan and Paris.

The results will also come with shoppable recommendations, linking back to the entire catalogue of Topshop.com. According to the team, a potential 16.8m colour combinations will be possible, providing unique results for every user.

Sheena Sauvaire, global marketing and communications director at Topshop, said:?“We recognise that the power of colour on our customer is huge; it has the ability to inspire, excite and drive purchases, so we’re delighted that our partnership with Pinterest has enabled us to explore the impact of colour, whilst engaging our customers in the excitement of London Fashion Week.”

Adele Cooper, UK country manager at Pinterest, added:?“With more than 24 million fashion ideas Pinned globally each day, Pinterest has become a destination for personal style inspiration. By launching Pinterest Palettes, Topshop is enabling people to engage with the ideas they have saved in a new way, discover something personal about their colour preferences, and take action with a fun, individualised shopping experience.”

For those in London, Topshop will also host a pop-up on the lower ground floor of its Oxford Circus flagship that will offer shoppers the ability to explore Topshop’s spring/summer 2016 Pinterest boards on iPads, and print out their our Pinterest Palettes colour inspiration cards to take away with them. The personal shopping team will also offer colour advice tailored to customers’ individual colour spectrums.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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