Topshop 2014-15

Or what I have done on this past year…

Won some awards:

Topshop x Instagram, London Fashion Week SS15.
Topshop’s positioning is “democratisation of fashion”; all very well ten years ago, but digital and has truly overtaken – or allowed – that positioning to come to life. We partnered with Instagram and every hash-tagged image relevant to our account was embedded to be a part of our Runway video. Each pixel was an image from our Instagram community. Fans could view their images as the video played out by motion-capture technology in store windows.

See what PSFK had to say about it here

This won an award – Draper’s “Best Use of Innovation” 2015

Topshop x Twitter, London Fashion Week AW15.
Twitter is where the conversation happens at London Fashion Week, but why limit our fans’ insight with tweets just about our show? We listened to a select group of 200 fashion-world Twitter users and pooled their trend reports from all the shows. Rather than have them talk about trends that won’t be available for another 6months or more, we translated this data into products available in stores now. Tomorrow’s fashion, today. We then shared the ahead-of-the-trend items on mobile, online and on digital billboards all within a 10min walk of a Topshop store, across the UK.

See what others had to say – Marketing Magazine, The Drum, Ocean Outdoor

This has won a number of awards – Clio’s “Digital and Social” Grand Prix, and Clio’s “Out of Home” Winner

Launched some stores:
A new flagship in NYC, Topshop’s first foray into mainland China with e-comm partner ShangPin, the first owned (not franchise) store in Europe and many more stores across the world.

Met some fashion icons:
Launched the second collection of “Kate Moss for Topshop” and launched the first ever solus model campaign, featuring Cara Delevigne.

Generally had a good time!

…but no time to have posted anything this past year, sorry!

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