Fashion Week Facebook App Created by Topshop

With London Fashion Week drawing to a close, high street fashion retailer Topshop has taken advantage having created an interactive Facebook app which not only allowed customers to buy straight from live streams of catwalk show, but also allows them to share clips of the show and share them on Facebook.

'Shoot The Show' is a camera based app that allows users to capture frames of the Topshop catwalk show "as if they were sitting in the front row" snapping away. The sharing of these shots is key to the app's growth as the people who then see the posts from their friends are the ones that Topshop will want to be the next ones to download it.

Along with the sharing, the other obvious aim was to get app users buying the products that they see and have chosen to share. They can do this using the ecommerce function built into the app in which everything featured in the show can be bought, including the clothes, styling and beauty products and even the music accompanying the catwalk show. Shoppers can also buy all of the aforementioned from the Topshop online store too.

The London Fashion Week scheme wasn’t going to be all about Facebook though, Topshop also created a competition that they are called 'Tweet Off', where participants have the length of a single Tweet to review the Topshop collection. The winners will then be invited to attend Topshop's next fashion show.

Using social media throughout an event like London Fashion Week is a great way of brands like Topshop telling their target customers exactly what they are doing in the event and what this can offer them. Facebook fans and twitter followers of Topshop are the ones that this scheme is aimed at, but the potential for adding new Facebook fans and Twitter followers is huge, with sharing being so well integrated to the app and the competition. More shares and more tweets will lead to more app downloads and essentially, more sales.

Written by Jason John Mills