TopShop partners with Facebook to develop a unique, digitally-enhanced runway experience that puts customers in charge.

Sharing fashion is one of the most important drivers of sharing on the web. When TopShop debuted their spring/summer 2013 collection earlier this week at London Fashion Week, Facebook fans were able to customize the catwalk as they viewed the event.

The TopShop Unique Show livestream had a ‘shoot the show’ button which enabled viewers to change the colors of shirts/accessories, pull information on the models’ makeup, download music from the show, and curate their favorite looks to share with their friends. Users interacting with the show were able to pre-order the clothing 3 months ahead of the industry’s lead time.

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