Connect with us

Hi, what are you looking for?

The American GeniusThe American Genius

Business News

Topshop and Google+ team up for Fashion Week

In a tech and brand collaboration that could inspire other businesses to work together, Google+ and Topshop teamed up for Fashion Week to give people a behind-the-scenes look and immediate buyer gratification.

topshop google

topshop google

Google+ and Topshop team up for Fashion Week

Runway shows are famous for showcasing forward-looking styles, just as demo days are famous for showcasing forward-looking technologies, but involving the audience in actually interacting with each brand, aside from tweeting about them, has been difficult. Topshop and Google+ teamed up at the London Fashion Week to showcase Topshop’s premium line, Unique’s Autumn/Winder 2013-13, with high definition micro-cameras positioned on models to give everyone their point of view, from backstage to the runway.

The fashion show streamed on Topshop’s website, Google+, and YouTube, and various Google+ Hangouts were scheduled to allow fans, fashion bloggers, and insiders alike to chat face to face with the designers, fashion editors, and fashion bloggers, creating real time interaction worthy of the hype it received. Viewers at home and mobile viewers sitting front row at the show were equipped to interact with one another and immediately discuss each look as it hit the catwalk.

Connecting buyers to the catwalk

Further integrating Google technologies, the brand offered a Be The Buyer Google+ app wherein users could curate the collection with tips and tricks from other buyers on how to combine the looks. “We want to take the magic from the fashion show out to the world yet connect to its emotional side,” Topshop’s Chief Marketing Officer Justin Cooke told CNN.

In reference to adding buyer accessibility, Cooke told The Guardian, “Consumers will again be able to download the music, buy the nail polish the models are wearing and click on the clothes to recolour them and pre-order them. This has the potential to be digital wildfire.”

Advertisement. Scroll to continue reading.

Getting visual access to backstage goings on is becoming increasingly common at fashion shows, but an entire brand collaborating with Google+ is new and could lead to other such iterations of these efforts. Offering multi-dimensional collaboration and immediate gratification for buyers will most definitely be explored by other brands and other industries as Topshop with Google+ showed how it can be done.

Written By

Marti Trewe reports on business and technology news, chasing his passion for helping entrepreneurs and small businesses to stay well informed in the fast paced 140-character world. Marti rarely sleeps and thrives on reader news tips, especially about startups and big moves in leadership.

Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *


American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.




Tech News

Reading handwritten medical notes from the doctor is seemingly impossible, but Google is looking into assistive technology to help.

Business News

Everyone and their mother (well, many not all mothers as AI is a foreign concept still) has heard of ChatGPT. Could it take over...

Business Entrepreneur

Scammers are infiltrating Google My Business profiles, charging for them vs their usual fee-free guarantee. Google is taking legal action.

Business News

Google joins the tech titans of the industry by laying off thousands of employees, however, stating it is based on performance.

The American Genius is a strong news voice in the entrepreneur and tech world, offering meaningful, concise insight into emerging technologies, the digital economy, best practices, and a shifting business culture. We refuse to publish fluff, and our readers rely on us for inspiring action. Copyright © 2005-2022, The American Genius, LLC.