Topshop’s festival campaign sees Kate Bosworth return, star in interactive film

Topshop has launched a new festival-themed campaign fronted by actress Kate Bosworth that combines product, content and entertainment.

Inspired by “the attitude and energy of British festivals”, the initiative is anchored by an interactive film directed by Bosworth’s fiancé Michael Polish, who also shot her in the brand’s Winter Wonderland ad for Christmas 2012. It sees her on her journey to this year’s Coachella music festival in the Californian desert, wearing items from the new collection (16 pieces of which were based on her personal style).

Each item is “clickable, shareable and shoppable” via a custom-built player on Topshop.com, while the soundtrack is also downloadable on iTunes.

“This is about entertaining the customer and immersing them in our world, we want them to spend more time with the brand, share things with their friends. If they do that it will lead to a longer relationship rather than trying to get any short-term gains,” says Topshop’s CMO, Justin Cooke.

 

He also explains how many of the shots in the film (a selection of which are shown below), purposely lend themselves to social platforms like Instagram and Pinterest. “[They] are landscapes, architecture and not just clothing, so it will appeal to people beyond fashion which is something we always look to do,” he explains. His team has also been working with Pinterest to optimise all images so they can be pinned directly from the experience yet link straight back to the specific product pages on Topshop.com for the first time. The Pin It button will become a permanent fixture on the Topshop homepage in the future too.

The campaign will also see “Secret pop-up gigs” from new artists and established acts hosted worldwide, with invitations given at random to shoppers on mobile, on tablets or in-store, as well as made available through a variety of online competitions.

The concept continues in Topshop stores where the music playlists can be scanned using the Shazam app to gain access to content including an interactive festival guide on Topshop.com of the best festivals around the world.

Shoppers can also use the Topshop app to scan the barcode of products in the collection while in-store to unlock further hidden tracks and extra content related to artists playing at key festivals in their cities.

Alice + Olivia, Topshop kickstart prom season with online push

A number of designers and retailers are reaching out to teens through a variety of online initiatives in the build-up to the forthcoming prom season.

Alice + Olivia is one such example; utilising social media to do so. The brand’s designer and founder Stacey Bendet is hosting a live Twitter chat on Tuesday, April 2 at 3pm EST. She will be answering questions and giving styling tips to help shoppers achieve the “perfect prom look”.

Users can submit questions via the hashtag #askstace.

Topshop is also looking to prom with a series of store events held in specific cities during March (three in the US and five in the UK), and a collection of dresses, accessories and shoes inspired by a touch of Kurt Cobain grunge.

All of that is tied together with online content including the below film from director Sean Frank. Referred to as a “vintage-inspired ride in getting prom perfect”, the clip is cast with a filtered light as the model is seen getting ready for the evening, dancing under a disco ball and ending up jumping in the swimming pool.

The British-based high street retailer has slowly been upping its focus on more holiday-based marketing – pushing out relevant collections around the likes of Halloween, holiday and Chinese New Year with dedicated campaigns. Doing so is of course further cementing its presence in the US market especially. Expect more to follow.

Digital snippets: Facebook, 3D printing, Weibo, Topshop, Calvin Klein, Anthropologie

It’s set to be a little bit quiet on here over the space of the next week as I head down to Austin to check out this year’s SXSW. In the meantime therefore, here’s a quick round-up of some of the best fashion and digital stories from around the web these last few days:

• Facebook redesigns news feed: what’s in it for brands [Inc]

• Dita Von Teese debuts 3D-printed dress (as pictured) [Mashable]

• Dior, Prada, Marchesa, Elie Saab and Giorgio Armani top Sina Weibo’s most buzzed about brands from Oscars red carpet [WWD]

• Topshop is fashion’s most social high street brand [The Wall Blog]

• Calvin Klein launches Dark Obsession fragrance ad starring model Matthew Terry [The Cut]

• Content marketing with Instagram: five lessons from Anthropologie [The Bureau]

• Dove Canada’s Photoshop ‘hack’ reverts airbrushed, edited photos [Huffington Post]

• Five brands that reaped rewards after adopting responsive design [Econsultancy]

• One e-commerce winner, one loser; two lessons – Farfetch vs Luxup [Material World, FT]

• Shangpin taps China’s fashion e-shoppers [Financial Times]

Brit models do the Harlem Shake in style backstage at Topshop’s #LFW show

After a bit of light fashion week relief? Then take 30 seconds out to watch models Jourdan Dunn, Cara Delevingne and Rosie Tapner performing their version of viral video sensation the Harlem Shake backstage at Topshop Unique. I defy you not to put it on repeat…

Vine, Google+ take center stage at London Fashion Week

This article first appeared on Mashable

Twitter’s new video-sharing app, Vine, took off in a big way at New York Fashion Week. Designers and editors alike logged in to Vine to capture and share six-second scenes from the shows.

London Fashion Week (LFW) attendees are poised to pick up where New York left off. Design houses including Burberry, Jonathan Saunders and Paul Smith, as well as the British Fashion Council, are all expected to use the app to bring followers behind the scenes and front of house.

It’s Matthew Williamson’s feed, however, that’s the must-see. The designer, known for his intricate, handcrafted garments, will use Vine to showcase details up close during Sunday’s show. As the looks hit the runway, backstage shots by photographer Sean Cunningham (of Burberry Tweetwalk fame) will be posted to Twitter, magnifying the embellishment and beadwork in a bid to bring followers a more detailed view than those available to the front row.

The initiative takes its inspiration from Williamson’s #MatthewMagnified campaign on Facebook, which makes use of the Pic Jointer app to show catwalk images alongside close-up detail shots of the fabric work. Vine will see them in motion, as introduced by the designer below:

Introducing #MatthewMagnified live. Get closer than the front row this Sunday at 6pm vine.co/v/brBOwTl0FJm #LFW #FirstVine—
Matthew Williamson (@MWWorld) February 14, 2013

Rosanna Falconer, head of digital for the designer, referred to the idea as “Cinéma vérité,” a French term for true-to-life documentary filmmaking. “I love the way it’s such raw footage. Rather than being a final polished campaign image, it’s about what’s going on right now, live from backstage,” she says. “We’re trying to give our followers better-than-ever access with a real, up-close quality. In many ways, it’s like a digital version of the go-see, which are the appointments made by press and buyers after the show to view the collection in greater detail. It’s the beadwork, the detail and the craftsmanship of the product right there.”

Up close and personal

This idea of a digital go-see, or bringing fans and followers even closer to the Fashion Week action, is also part of Topshop’s plans for the season. As part of a partnership with Google, the British retailer will be providing viewers with live access to every aspect of its show using dozens of cameras, capturing fittings, “red carpet” arrivals and the show itself from multiple points of view. The aim is to offer the experience of what it’s like to be the model, the buyer, the makeup artist or even the designer.

Central to this is its model-cam, which will see Cara Delevingne, Jourdan Dunn, Rosie Tapner and Ashleigh Good all wearing real-time, HD micro cameras so followers can see the show from their perspective. Pre-stitched into the clothes and bags, these cameras will show detailed footage from the runway as well as backstage. They have been developed with satellite broadcasting company, SIS Live, and make use of the “Hawkeye” technology from major sporting events like Wimbledon.

Justin Cooke, Topshop’s chief marketing officer, says he expects it to steal the show. “The models will become the protagonists. Viewers will search for ‘Cara on the runway,’ and their content will get propelled around the world,” he says.

In addition to Topshop, a new partnership between the British Fashion Council and YouTube will serve up live streams of 20 shows through the LFW channel at youtube.com/lfwtv. A further 13 will also be streamed at londonfashionweek.co.uk/live.

Topshop is adding to its event with pre-show coverage also live-streamed through a customized YouTube page. Hangouts will air from the red carpet, backstage and the front row. “We’re using it as a live broadcast, like the Oscars, like a live behind-the-scenes documentary,” says Cooke.

Catwalk countdowns and live Q&As

Last season saw a big focus on visual diaries in the build-up to London’s shows, and the same goes for the Autumn/Winter 2013 shows.

Julien Macdonald returned to London Fashion Week following a two-season break, and in so doing shared preparation images over Facebook, Twitter and Instagram leading up to his show on Saturday. There was also a time-lapse video of the show space being constructed.

Peter Pilotto, meanwhile, who arrived on Twitter just last week, is likewise posting images in the buildup to his Monday show in what he’s calling his “Catwalk Countdown.”

Back at Topshop, the four aforementioned models will all be featured in a “Road to Runway” digital diary on Google+, documenting everything from their first fittings to the moment they hit the catwalk. There’s also a Google Hangout inviting viewers to see behind the scenes at Topshop’s headquarters ahead of the show and ask the design team questions as they apply their finishing touches.

Expert Q&As are also a go-to for the British Fashion Council again this season. Twitter sessions will this time be held with British Vogue’s Alexandra Shulman, designers Manolo Blahnik and Henry Holland, and blogger and DJ Bip Ling, using the #AskLFW hashtag.

Personalization meets pre-orders

There’s much in the way of shoppable activity set for London this season, too. House of Holland has developed a capsule collection exclusively for eBay.co.uk, comprised of a dress, an oversized slogan t-shirt, an iPhone cover and a pair of tights, each emblazoned with the signature House of Holland Autumn/Winter 2013 “rave wave” print. The micro-line is available for purchase until Sunday, Feb. 24, with all proceeds going to Cancer Research UK.

Burberry, meanwhile, has rebranded its “Runway to Reality” shoppable concept as “Runway Made to Order.” Still a pre-order service for early season delivery on coats and accessories, it will also offer fans a personalization element with nameplate engravings available on each item. The rest of the brand’s show plans will be announced closer to showtime on Monday.

Topshop is enabling followers to buy straight from the catwalk again too, offering items from the collection for pre-order as well as makeup and nail polish for instant delivery. Its “Shoot the Show” and “Customize the Catwalk” initiatives from last season are continuing also, this time refined and modified according to people’s behaviors, i.e. how they interacted with the features during the Spring/Summer 2013 show.

In addition, Topshop and Google have developed a “Be the Buyer” app on Google+ that will allow fans to create moodboards of their favorite items from the runway while seeking video advice from Topshop’s own buying experts, as well as those from department stores Selfridge’s and Browns. The results, says Cooke, will help feed data back to Topshop on what items or colors are the most popular, cleverly shaping its decisions about what to put in store.

Such movements are proving that digital innovation at LFW aren’t solely about gaining fans and building awareness of current collections, but are an opportunity for getting consumers to help determine what will actually hit the shop floor. It doesn’t get much more personal (and for the retailer, efficient) than that.

Topshop teams up with Google for LFW show

Topshop came out guns blazing with the announcement of its partnership with Google for London Fashion Week last night. Showcased via a very cool trailer from the team at Google’s in-house creative labs (as below), the initiative includes everything from a live model-cam to streetview access inside the autumn/winter 2013/14 show’s impressive Tanks at Tate Modern venue.

The idea is to use all of Google’s platforms to give viewers access to every aspect of the show as if they were “the model on the runway, the buyer in the audience, the make-up artist backstage, the designer fitting a look or the celebrity arriving”.

News quickly spread across the web, from Vogue to The Business of Fashion, and continued this morning on the likes of Wired and The Next Web. A headline from The Guardian, read: “Will Topshop and Google change fashion shows forever?”

Said CMO Justin Cooke: “By partnering with Google we are broadcasting the show to the consumer from every single perspective. A fashion show from concept to creation.”

So here’s the gist of it:

• Models including Cara Delevingne and Jourdan Dunn will all be wearing real-time, HD micro cameras that will enable viewers to experience the show from their perspective. Pre-stitched into the clothes and bags, these cameras will show detailed footage from the runway as well as backstage. They have been developed with SIS Live using the ‘Hawkeye’ technology from major sporting events like Wimbledon. Said Cooke: “The model-cam will steal the show and this partnership with Google will feed that. Viewers will search for ‘Cara on the runway’, and their content will get propelled around the world”

• Exclusive access to these models will also be provided over Google+, where a ‘Road to Runway’ digital diary will feature everything from the first fitting to the moment they hit the catwalk. There will also be a Google Hangout inviting viewers to see behind-the-scenes at Topshop’s headquarters ahead of the show and ask the design team questions as they apply finishing touches

• Topshop’s YouTube page will feature a live feed on show day in a bid to broadcast the event much like the Oscars. Hangouts will air from the red carpet, backstage and the front row hosted by the likes of editor Melanie Rickey, blogger Chiara Ferrangi of The Blonde Salad, and beauty blogger Tanya Burr. Cooke said: “Our customisation of YouTube is a big deal, it’s not just Hangouts with one or two people; we’re using it as a live broadcast, like the Oscars, like a live behind-the-scenes documentary”

• Google+ will also enable fans to ‘Be the Buyer’ with a hangout app that allows them to create moodboards of their favourite items from the runway while seeking video advice from Topshop’s own buying experts as well as those from Selfridges and Browns. This will feed data back to Topshop on what items or colours resonate the most with consumers

• As with last season, every element of the show is also shopabble, from the new collection, to the make-up, nail varnish and music. The shareable Shoot the Show and Customise the Catwalk initiatives will also continue, evolved this time based on customer feedback

•  Finally, there will also be a custom designed Google+ animated photo booth in Topshop’s Oxford Street flagship. Fans can try on outfits and have their pictures instantly uploaded to the store’s interactive digital window and Google+ page

If Burberry hadn’t already put London on the digital map, Topshop just did. Watch it all from 2.30pm GMT on Sunday, February 17.

Topshop targets Chinese consumers with New Year campaign film

 

Topshop is celebrating Chinese New Year with the launch of a short film that ties together its British brand and its growing international consumer base.

The Lanterns, as it’s called, sees two models captured in front of London’s Houses of Parliament and Big Ben, with Chinese lanterns floating above them. It is set to a cover of This Little Light of Mine by Berend Dubbe and Gwen Thomas, and ends with copy that wishes the viewer a prosperous New Year in both English and traditional Chinese characters.

“We wanted to create something fun that represented the spirit of the Topshop girl whilst capturing the energy of this special time of celebration and giving,” said Topshop’s CMO, Justin Cooke.

Importantly, the film was released on Topshop’s Chinese social media networks, including Weibo where it has over 10 million followers. It also launched on YouTube, Facebook, Twitter, Google+, Pinterest and Instagram.

Topshop will open its first store in Hong Kong in May, but this film is as much about reaching Chinese consumers worldwide as it is within China itself. According to stats from Topshop, Chinese travellers took over 70 million trips abroad last year, and 150,000 headed to London.

Cooke said: “Not only do we have a huge following in Asia but there are also enormous numbers of Chinese tourists and Chinese communities based in cities all over the world – for example Los Angeles, where we open a store on February 14, we know that there is a very strong Chinese community there…  I think it’s really important as a global brand that we speak to and understand the things that really matter to them, this is a significant time of year and it’s also a very personal one where people get together and thank the people they love.”

Even the length of the film is culturally considerate. At 58 seconds it coincides with Chinese superstitions of numerology; five and eight are both lucky numbers, symbolising wealth and prosperity.

Topshop has also created limited edition lucky red gift cards and envelopes to note the Chinese tradition to gift ‘Lucky Money’ as a wish of prosperity. They are available in its flagship stores and online globally.

You might also like:

Kate Bosworth sings in Topshop’s Christmas film, revealed as face behind #whosthatgirl teasers

Topshop connects physical and digital worlds with #trickortweet Halloween campaign

Topshop #LFW show to offer customisable, instantly shoppable looks online

Topshop animates nail colours in SS13 video

 

Topshop has released a very cute stop-motion video short to promote its spring/summer 2013 nail colours.

Created by brother and sister filmmaking duo Sadie and Joe Williams, it brings to life a series of nail varnish pots, painted nails and even emery boards.

“Dancing nails in sizzling new season colours as well as statement glittery shades will transport you somewhere tropical!” reads the write-up. Watch it below…

[via AlexLoves]

2012: a designer meets digital year in review

Well what a year it’s been…

From designer musical chairs to the launch of the Nike FuelBand, not to mention Facebook’s overhyped IPO, the increasing use of animated GIFs in online communications, and Burberry as our ever-present tech powerhouse, one thing after another has rapidly impacted the role of innovation in this niche fashion x digital space.

Below, then, are the 10 posts you loved the most on fashion & mash this year. It’s an interesting collection, seemingly tied together by tangible experiences over purely inspirational concepts. We’re talking physical pop-up platforms, real-time shoppable integrations, heavily interactive images and of course, wearable technology hitting the catwalk.

Thank you for reading and look out for a very exciting update from us early on in 2013!

• C&A Brazil puts Facebook likes on store hangers to push Mother’s Day collection

• DVF introduces Google Glass to NYFW catwalk

• Topshop #LFW show to offer customisable, instantly shoppable looks online

• Physical Pinterest board pops up at Westfield UTC mall

• ThingLink’s interactive Twitter images could be a natural fit for fashion brands

• Levi’s launches first brand magazine on Flipboard

• Asos partners with Aurasma on scan to shop app

• Chloé launches digital archive for 60-year celebration

• Harrods launches Pinterest contest for Queen’s Diamond Jubilee windows

• Shoppable films: fad or future?

Topman live-stream to offer fans 360° augmented experience

Topman Design spring/summer 2013

Topman is set to launch an interactive 360° live-stream experience for its London Collections: Men autumn/winter 2012/13 show on January 7.

The UK menswear brand will enable fans to scroll left or right, up and down to view the catwalk from any angle in a bid to make it feel ever more like they’re actually present. They can also interact with select industry insiders and celebrities in the front row, whose tweets will appear above their real location in an augmented addition to the live-stream.

As with the company’s Topshop Unique show in September, fans will also be able to “shoot the show” to instantly share images with their friends across social channels. The hashtag being pushed is #Topman360.

“Having streamed the Topman Design show for several seasons now and commenting separately via our social channels we really wanted to try and achieve a multi-faceted live stream experience which amalgamated all in one and make the experience as personal and unique for each viewer,” said Jason Griffiths, marketing director at Topman.

The initiative launches with a Facebook App from today that invites consumers to win a pair of front row tickets to the show as well as other prizes. It will also showcase the live-stream on January 7 alongside Topman.com and the brand’s digital magazine, Topman Generation.