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Topshop and Google Venture Into “The Future of the Fashion Show”

The live streaming of fashion shows has come to be expected at fashion weeks in recent seasons from megabrands like Burberry and Louis Vuitton. Hundreds of thousands of viewers from around the world tune in to catch collections as they debut in real time and experience the designer’s full vision. Famed high street British retailer Topshop, who also did a livestream of their show last season that was the most viewed online fashion show ever with two million viewers from over 100 countries, have decided to out-do themselves by collaborating with the ubiquitous Google to create a consumer spectacular around their Topshop Unique show today.

Titled “The Future of the Fashion Show,” the event promises to bring the online audience even closer to the runway from a variety of elite industry perspectives. The show will be featured through the eyes of the model, the guest celebrity, the retail buyer, and even the designer with the assistance of some high-definition micro-cameras and a heap of Google platforms.

A red carpet pre-show featuring celebratory attendees at The Tanks, Tate Modern’s impressive new industrial space, will be broadcast on Google+, YouTube, and the digital window displays of Topshop’s Oxford Street flagship. A Google+ Hangout will also give the audiences the opportunity to interact with the Topshop design team as they put the final styling details on the collection before it hits the runway. Attempting to capture the adrenaline rush of walking in a show, models will be affixed with wearable cameras, while a “Be the Buyer” app will let viewers curate and share mood boards comprised of their favourite pieces.

The benefit to this kind of stunt is two-pronged – the social media buzz generated will sustain the show’s marketing impact, while the data collected has the ability to offer extremely valuable insights into consumer behavior. For instance, the “Be the Buyer” app will be able to indicate consumer preference for certain items, colours, and styles, and then have this information applied to geo-targeted industries. Giving consumers exactly what they want – talk about a business proposal with legs!

Watch the live broadcast of the show (or catch a repeat) on Topshop's website.

#Topshop Unique #F/W 2013 #Google+#digital runway