Topshop fashion show watched by millions online as lines sellout in hours
The event, which ran online yesterday to kick off London Fashion Week, saw the high-street fashion retailer partner with Facebook to create a “customisable catwalk” plug-in for Topshop.com.
It allowed viewers watching a livestream of the show to share snapshots of their favourite looks with their friends on Facebook in real time.
TopShop says over 2 million people tuned in from over 100 countries, across multiple platforms and devices to watch the fashion show, which it built considerable buzz for in the days running up to the event with promises of a personalised experience.
However, the number of people estimated to have been exposed to images and content from the show is thought to be more than 200 million although it is impossible to benchmark that in any meaningful way. What is certainly true is this seems to have easily broken TopShop’s previous record.
The livestream event used Facebook’s open graph technology to let users watching the show automatically post to their own Facebook and Twitter pages saying things like: ”I am watching the Topshop Unique show” or “I just customized the Topshop Unique catwalk”.
#Topshop and #Unique both trended globally on Twitter with the first ever fashion show to be livestreamed on Twitter and the ‘Tweet Off’ invented by Topshop asking followers to review the show in 140 characters.
Topshop partnered with Elle evolving the ‘Tweetwalk’ to the ‘Tweetwalk 2′ by sharing images live from backstage with both Elle and Topshop followers moments before they hit the runway.
The online catwalk event resulted in some items including the printed panel dress selling out within one hour and Tosphop lipsticks and make up were being purchased during every minute of the show.
A post from the Chinese actress Wang Luo Dan in attendance reached 90 million followers on Chinese microblogging site Weibo.
Media partners and fashion bloggers globally also hosted the livestream and drove a significant number of views through their fanbases and readers around the world.
Topshop.com was clicked on by over 120 countries and had more traffic from the USA on one day than in its history, particularly exciting in a week were the brand has opened 15 new stores inside key cities with leading wholesaler Nordstorm.