Emarketing & content performance
17 Feb 2015 419 hits

[Case Study] : Topshop's digital fashion show.

Review of the multichannel social media brand strategy of english ready-to-wear company Topshop, during 2013’s London Fashion Week.

Social networks have changed the way of understanding and communicating on the fashion world. The social media strategy of the londonian ready-to-wear clothing brand Topshop during 2013's London fashion week is a good example.

The Social Catwalk

The Topshop show was one of the 5 most commented show on social networks at the last London Fashion Week, with 13,000 mentions. To create the buzz, the brand has invested Instagram and Facebook, to do the parade relay of its midrange series "Unique". Topshop has revealed a preview of the new collection via Facebook snapshots, upstream of the show, that clients could already order. It's also a great technique to create a bond of complicity with the fans of the page.

The brand also created a powerful "social catwalk" nurrished by fashion influencers on one hand (precisely 5 Instagramers Vip) who could photograph their favorite models and share their pictures with targeted hashtags (#topshopwindow). This social narration was also built on clients’ participation, whose photos were broadcasted in real time on a screen placed in the window of Topshop's flagship store of King's Cross. Of course the public could tweete about the show with the hashtag #topshopunique.

A "click-to-buy" collection

Topshop created a heavy weapon of conversion, broadcasting his show livestream on topshop.com site to offer the customers the opportunity to buy items in real time, from the site or directly at Oxford Circus store. A shopping experience with a triple opportunity to consume: via the website, via mobile, or on site.

The mobilization of influencers, solicitation of consum’actors, pressing a multi-channel digital strategy and multiplication of conversion channels, made the Topshop Eexperience becoming a reference for  social media management.



Social Dynamite designs a solution focused on the brand contents broadcasting on social networks. We aim at developping the digital influence of brands and their visibility on the Internet within a structuring process. Social Dynamite is an efficient and simple suite of tools that was initially created for our clients. 

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