Topshop’s LFW Virtual Runway

Mimi ON Sep 13, 2012 AT 11:11 am

Topshop

Topshop is throwing open the virtual doors to its Unique spring 2013 catwalk show, this coming Sunday. Online customers will be offered a truly unique online viewing and shopping experience unlike any London Fashion Week has seen before.

Mock up of Topshop.com

As the first model takes to the catwalk, Topshop’s website will host a live-stream of the Unique runway, and enable you to instantly purchase up to six selections from the spring collection. And if you’ve fallen in love with the cut and fabric of a piece, but not the colour, then you’re in look because you’ll also be able to customize the colour of each piece you buy! Orders will be delivered within six weeks. And that’s not all, because all of the Topshop make up used to create the beauty looks at the show will also be available to buy online, for delivery within just 48 hours. Talk about being ahead of the trend!

Pieces from Topshop’s Unique Fall 2012 Runway Show

Topshop has also partnered with Facebook for the LFW show, offering image-capture from the live show so that you’ll be able to  post your favourite looks directly onto your Facebook page.  Other digital innovations include a Twitter feed that will be posted on Topshop’s site during the show displaying fans’ reviews of the collection. The author of the tweet Topshop judges as the best, will be given tickets to the Fall 2013 Unique show. And Topshop.com will also be displaying an iTunes window, where you’ll be able to download the show’s playlist.

Justin Cooke, chief marketing officer of Topshop, anticipates that between one and two million customers world-wide will view the show online. According to Cooke, “This show is all about the customer and creating what we call social entertainment around our product. We want to take the energy and the excitement of our iconic Oxford Street store to millions of people all over the world through topshop.com. It’s social, it’s commerce and it’s entertainment all rolled into one.”

The Topshop Unique show will be streamed live at 3 pm Sunday 16th September on Topshop.com

Whilst Topshop (and of course Burberry) seem to be leading the way in digital innovations at this year’s London Fashion Week, the British Fashion Council has also made efforts to create a more online-friendly aspect to what has (in the past) been an exclusive industry-only event.  The LFW website for this season will have a section called The Hub, with live-streams of select designer shows, news,  photos, and LFW TV which will offer up daily highlights, interviews and other interesting fashion-worthy tit-bits.

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