Topshop and Google
leading the Fashion Generation into New Digital Era
Last month
London fashion week saw the unprecedented teaming up of high street retailer
Topshop and online giant Google. The creative flair of Kate Phelan and Justin
Cooke, who is chief marketing officer of the group, has brought the
unparalleled idea of bridging the traditional catwalk shows together with the
digital technology. Topshop streamed their catwalk show live online via their
website, Google and YouTube. This made it possible for thousands of hungry
fashion-lovers to become a part of the usually inaccessible goings on. Topshop
was not only the first live-streamed show via YouTube but it also offered a
unique ‘models’ eye view’. This was possible because catwalk models were
wearing specially fitted HD micro cameras giving the online viewers a model’s
perspective, from their first steps onto the runway, to the quick changes
between the walks, to face to face interviews backstage.
This, in
fact, is not the first digital innovation that Topshop has made so far. They
became infamous with their collaboration with Facebook in September 2012 for
their premium Unique line. They made the show accessible to millions of their
digital users all over the world, let them share and download the music from
the show and also made all of the clothes available to pre-order.
Digital
channels have now enabled innovative fashion brands to take advantage and become
global instead of keeping a luxurious, elitist feeling. Being able to view the
shows real time and have access to backstage interviews with models has
inspired lots of young individuals into pursuing a career into modelling. Luxe Models couldn’t be happier about this fashion-world-shift, and
praises Topshop for setting the wheels in motion for a more accessible take on
Fashion Week.
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