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Topshop and Google attract millions to online show

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Live streams are so 2012. Those who wish to be digitally relevant like Topshop, should include 3D images of their show location, apps with which visitors can experience being a buyer and HD micro cameras through which they are able to see exactly

what the models see.

To
create the fashion show of the future, Topshop joined forces with Google+. Last year, the fashion chain managed to attract 2 million visitors with a live stream and an application with which viewers could create a wish list during the show.

This season, Topshop wanted to create an entirely new type of fashion show with which the chain could simultaneously register consumer behaviour in order to make better buying decisions for the new season. The companies created a dozen applications through which social media users could witness the show as well as the red carpet and backstage activity.

Five days before the show Topshop first presented the concept to the public with a trailer, in which the show location - Tate Modern - the models and the creative team were introduced. Internet users were given digital access to the show location with 3D Google Maps technology.

Three days before the show, Google+ and Topshop installed the 'Be The Model' photo booth in Topshop's flagship store in Oxford Street. Consumers could try on Topshop outfits and pose in a photo booth, after which an animated GIF was made of the photograph, which could then be placed directly on social media.

Starting on the Friday before the show, Topshop began showing behind the scenes shots of the design team and interviews with it-models Cara Delevigne and Jourdan Dunn. On the day of the show itself, Topshop revealed a series of interactive tools, such as live feed of the red carpet featuring stars like Kate Bosworth and Pixie Geldof and advice from fashion bloggers.

The
show itself was also streamed live via Topshop's website, as well as via Google+ and a dozen news sites and fashion blogs. Shoppers on Oxford Street were also able to enjoy the show live on a gigantic screen that was projected in the shop windows.

In order to give viewers the feeling that they were walking on the catwalk themselves, Google attached HD micro cameras onto the models' clothing and bags. If viewers saw a look they liked, they could take a digital photo of it with the 'Shoot the Show' tool. The songs and make-up from the show could be ordered directly via iTunes and online, and the best Twitter reviewers could win tickets to the next show, thanks to a 'Tweet off'.

Just like last year, visitors could once again select items directly from the catwalk and post them on social media with the 'Shoot and Share' feature. Not only were popular items directly spread on social media, but because consumers could register for an alert as soon as their favourite pieces became available, the buyers team at Topshop knew immediately which pieces were the most popular.

This is how social media users are able to influence buying choices, as only a portion of the Topshop Unique collection can actually be manufactured. The choices were normally made by the design team, but by letting consumers make the choices, the chain can guarantee successful sales.

The viewer ratings prove that the fashion show 2.0 was a success. Tuesday morning, the number of viewers of the digital show climbed to more than 4 million.
TOPSHOP