Topshop champions personalised shopping for LFW

by: Lucinda Southern on 24 February 2015

Burberry and Topshop do well to bring catwalk experiences to pedestrians in the UK

Topshop and Burberry are taking a smart and social approach to London Fashion Week again this year, incorporating real-time analytics in their digital out of home (DOOH) spots.

The fashion retailers have been among the most prominent to take advantage of the opportunities for reaching people on social media, and have taken this a step further by offering personalised shopping experiences.

For London Fashion Week Topshop is listening on Twitter to gather the most talked about trends from the week’s shows. It will display the data in real-time through word clouds on DOOH sites in six UK cities, provided by Ocean Outdoor. By following #LiveTrends Twitter users can see which looks are gaining the most attention.

Stackla, social media management platform, is facilitating the use of Twitter’s data for Topshop, so that when people tweet @Topshop with a hashtag of a certain trend, such as #colourblocking, #pleats and #utility, they then receive shoppable links to Topshop’s selection of pieces that fit with that trend.

Incorporating live data feeds into DOOH, activated by smartphones allows for an immediacy of contact with brands, bringing the point of conversion much closer. This particular iteration, #LiveTrends, has already caught attention by winning the Creative Techniques Prize in Ocean’s annual Art of Outdoor competition 2014.

Meanwhile Burberry has also teamed up with Twitter to offer personalised images for users. People can tweet #TweetCam to the @Burberry Twitter account, where exclusive pictures will be taken of live from the Womenswear fashion show, 23rd February, of the models. The user receives a tweet of the image personalised with their Twitter handle.

The luxury retailer is known to offer deluxe personalised services for customers, through its tie up with Chinese IM platform WeChat last year, as well as offering smart customised garments in its London flagship store.

Democratising the sometimes elitist side of the fashion industry is becoming a common theme among retailers, thanks to the proximity and context made available through smartphones in giving a behind the scenes experience. Making this more personal, however, is one way in retaining a luxury brand label.