News & Views

Topshop / London Fashion Week

by Contagious Team

UK fashion retailer partners mobile sound app Chirp for London Fashion Week show

For its upcoming London Fashion Week show on Sunday 15 September, UK fashion retailer Topshop has partnered with Chirp, an app that enables users to share information quickly and easily via a 'chirp' sound that's picked up by nearby phones that also have the app. 

This season's show takes place in Regent's Park in a space designed by Swedish architect Pernilla Ohrstedt, which aims to bring the outdoors inside and features real grass. 

Additional content for Chirp users will include images of the models on the catwalk alongside hair and make-up tests. In true Topshop democratic style, no one misses out: guests at the show will be sent images from Chirp locations, shoppers at Topshop's flagship Oxford Circus store in London will receive content at an in-store Chirp and Twitter garden, and will feature a Chirp Gallery so that people can receive content at home. Finally, those following the action on Twitter can review the show in 140 characters to win tickets to next season's event. Echoing its last two catwalk shows, those watching online can click to order music, clothes and beauty products straight from the runway and can customise the colours of the clothes.

Sir Philip Green, CEO, Arcadia Group, Topshop's parent company, said: 'Each season, we set ourselves the challenge to innovate and excite in a different way with the UNIQUE show; not only in terms of our Collection and show space, but also how to engage with and involve Topshop fans worldwide. The link with Chirp is fun and we love the fact that it allows people to discover new aspects of the collection and what goes on behind the scenes at UNIQUE through creating iconic images to story tell.' 

Contagious Insight
Topshop has successfully broken down the barriers between the catwalk and the high street. As the only high street brand to have a presence at London Fashion Week, it has been particularly adept at using tech to democratise the catwalk experience and bring it to the masses, capitalising on excitement over a new collection and encouraging fashionistas to click to purchase straight away. 

The theme for the show looks bang on brand for Topshop's spring/summer 2014 collection and it's been well integrated throughout the retailer's numerous platforms. The partnership with Chirp is an interesting one, although its success does hinge on people downloading the app in advance of the show. 

Overall, however, this activity feels a little tame compared to the boldness of Topshop's autumn/winter show in February 2013, where it partnered Google on The Future of The Fashion Show. This allowed people to access the show from different Google-owned platforms and included modelcam and Hangouts with buyers in Google+.

Contagious subscribers can access a Topshop case study here

This story originally appeared on Contagious Feed. Contagious Feed is our bespoke trends, inspiration, insight and analysis service, providing daily innovative marketing intelligence across a comprehensive range of sectors to brands and agencies across the world. For more information about Contagious Feed contact