Evolving PR campaigns. Topshop, London Fashion Week.
- Charlotte Wilkin
- May 10, 2017
- 2 min read
The fashion industry has it easy when it comes to social media campaigns. They have more colour and more glamour to work with. Thus, social media campaigns get more views and interest in their products.
Topshop has become the place to go for clothes with individuality and personal charm. Over the years, it has transformed into a stylish, economical brand that teenagers adore as well as fashion bloggers, celebrities and models such as Cara Delevigne.
The company's catwalks have drastically changed over the years. London Fashion Week 2013's interactive catwalk, saw the brand team up with Google to make an interactive PR campaign. Where they put camera's on runway models. But more impressively, the online platform allowed viewers to customise each outfit seen on the runway. This allowed Topshop to see which styles were most popular from the show.
Topshop collaborated with twitter and launched the #LIVETRENDS real time campaign for London Fashion Week 2015, where 3.8 million people were engaged to use this tweet. Interactive billboards were set up next to Topshop stores in big UK cities such as London, Birmingham and Manchester. The tweets allowed the fashion company to see which styles were most liked and most trendy, causing a 75% increase in sales on featured products. Customers were therefore inspired to shop by real time data collected by the brand.
Most recently, Topshop's 2017 London Fashion Week involved their newest campaign, Runway to Retail. The first appearance of this campaign was seen in 2016 A/W London Fashion Week. It offers customers, the opportunity to shop the selected pieces used on the runway to in store and online. There has recently been a huge shift in the fashion industry. The regular catwalk model has become outdated, in the fast moving digital world. What is the point of viewing a collection, you can not buy for another month or so. The 'see now, buy now' approach to fashion is becoming increasingly popular as you can get the clothes you desire instantly without waiting months for the privilege. 2017 saw a 100% fully shop-able collection for Topshop Unique, showing how production and demand for the clothes remained as popular as ever.
The evolution of the fashion industry on the Topshop catwalk shows how quick times have changed over a short period of time. From, interactive catwalk's to actually being able to buy the product from the runway instantly. Topshop know what their customers want. In this case, the clothing from the catwalk without having to wait months for them. Confirming how, PR has helped to develop fashion campaigns and increase sales.
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