“Topshop is a phenomenon” New York Times
Digital marketing has contributed to traditional marketing in so many different ways. Recent online fashion hosted by Topshop in partnership with Google+ has received so many positive feedback and hence, a major success. Below’s a short introduction video that was released by Google+ 5 days before the event, enjoy!
The event was held in London’s Tate Modern museum. According to Marvin Chow (Google’s global marketing director), this has been the biggest partnership with a major brand by far.
I’m pretty sure there will be more brands approaching this strategy in regards to branding as well as communicating to the mass audience. This strategy has enabled so many people across different countries to experience live fashion shows, as if they’re in the same city. Topshop and Google+ has tried to make the experience as literal as possible, and opening up direct communications through Google Hangout. They let audience to watch the show from different point of views, on stage, backstage, makeup and front row. As for Google Hangout, Q&As was hosted by Topshop for viewers to communicate with its design team.
Aside from watching the fashion show live online, viewers can actually purchase the items on the fashion show. In addition, another digital marketing tool was also utilised, which is “Be the Buyer App” that enable viewers to create look boards with pieces form the runway collection. aided by advice from style blog partners on Google+.
Another feature promoted by Topshop is the online diaries of its models, which are Clara Delevingne, Jourdan Dunn, Rosie Tapner and Ashleigh Good, titled ‘Road to the runway’. This allow viewers to engage more with the models by following their journey as Topshop models. Again, emotional attachment were built.
This ‘future of fashion show’ hosted by Topshop has shown the effective use of social media such as Google+, YouTube, as well as Facebook and Twitter as social sharing tools. Those are the pre event and during event promotional tools. As for the post-event marketing, blogs and publicity majorly takes place. Fashion bloggers, newspaper agencies, magazines and other online and offline information platforms posted news in regards to the event. Therefore, excitement were created pre, during and post of the event.
Overall, this type of marketing has majorly contributed to Topshop brand as an active brand both online and offline, and brand associations also created through its partnership with Google+ (positive brand association). Moreover, this blog post is about showing everyone how creative ways in utilising social media can bring massive impact to brands. Therefore, think OUTSIDE THE BOX and ENGAGE!
P.S. Only engage and build relationship with those that has prospectus future lifetime value, as well as those that merit relationships.
See you next time!
Google. (2013). Topshop – Photos – Google. [Image]. Retrieved August 26, 2013, from http://goo.gl/eoCp4F
- Google Hangout and How Small Businesses Can Use it for Content Marketing (blogs.constantcontact.com)
- LFW Fall 2013: Topshop Unique (myfashioncents.com)