Topshop fashions digital runway sale

September 14, 2012 in -e.online

topshopTopshop is set to offer clothing to online consumers direct from the runway of its Unique show this Sunday during London Fashion Week. The retailer’s website will feature a live stream of the event and members of the digital audience will be able to purchase up to six pieces from the high-end line, with delivery in six weeks’ time. Viewers will also be able choose the Topshop makeup worn by the models at the show.

For the event, Topshop has allied with Facebook to create a ‘Shoot The Show’ experience so users can change the colour of apparel and accessories for sharing over the social network.

“This show is all about the customer and creating what we call social entertainment around our product,” says Justin Cooke, chief marketing officer at Topshop. “We want to take the energy and the excitement of our iconic Oxford Street store to millions of people all over the world through Topshop.com. It’s social, it’s commerce and it’s entertainment all rolled into one.”

“I feel confident that the show experience offered via Topshop.com to this global audience is genuinely something new, giving them a view from our very own front row, and enabling them to access and customise some of our key trends in clothing and beauty quicker than ever before,” says Sir Philip Green, the owner of Topshop parent company Arcadia Group.

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