Facebook Teams up With UK Retailer Topshop For London Fashion Week

written by: Richard Kastelein

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Marketing Week is reporting that Topshop has added a Fashion Week Facebook App that allows fans to purchase products directly from a live stream of its London Fashion Week catwalk show.

The “shoot the show” camera app to allows fans to capture moments of the live streamed Topshop catwalk show “as if they were sitting in the front row”. The clips can then be personalised and shared on Facebook.

The app is integrated with e-commerce functionality so that all products used in the catwalk show including clothes, beauty and styling products and the music used will be available to buy directly from the live stream and Topshop online.

The campaign also includes a Twitter “Tweet off” competition inviting fashionistas to review the collection in one tweet to win tickets to Topshop’s next catwalk show. All tweets will be screened on Topshop.com.

The fashion chain says the initiative for its spring summer 2013 London Fashion Week show is the first social app of its kind and describes it as its “most advanced immersive and engaging social experience”.

This season, the British retailer will livestream its “Unique spring/summer 2013 show on its website and give customers a chance to purchase up to six pieces from the collection immediately afterwards.

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