Items sell out before fashion show can end
San Francisco, CA -- (SBWIRE) -- 10/04/2012 -- The Fashion industry continues to stay ever-ahead of trends, as retail chain Topshop live-streamed their London fashion show to the largest viewing audience ever for such an event. Over two million viewers tuned in to browse the showcase. The audience spanned over 100 countries all enjoying a peak at the latest in Topshop clothing and apparel.
Another 200 million were exposed to the content through Facebook, which has a partnership with Topshop’s website for the stream.
The biggest and most compelling impact was the immediate interest churned out by viewers, as Topshop sold items were sold out before the show had come to a conclusion.
"People have been trying to figure out for some time, how do you make these 'likes' into something relevant, how does the social aspect mix with your brand, and I think we are going to be the first brand to unlock that, we're going to be the case study...(to) commercialize that social audience," Justin Cooke, Topshop's chief marketing officer, told Reuters.
"The traffic to the website kind of peaks when you tweet with Pinterest, Instagram," Temperley told Reuters. "It's just full-time work for a whole team of people, but it's the way things are going."
Other social media was also used, including twitter and other messaging devices says Lucy Yeomans, editor-in-chief of fashion retail site Net-A-Porter.com and former editor of UK's Harper's Bazaar.
"I think anyone who doesn't tap into the power of social media is just missing a massive trick, it's not just a marketing tool," Yeomans told Reuters.
Fashion editors have found a new avenue of power with these forms of media as well. Magazine and news editors have become something like social celebrities in their own right, with high-profile positions that come with flocks of followers. Jo Elvin, editor of UK's Glamour Magazine, has more than 63,000 Twitter followers, while Joe Zee, creative director of US Elle Magazine, has 155,000.
Media coverage is very valuable to the fashion industry for obvious reasons, as it lends some legitimacy to whatever name is attached to it. Over 100 million pounds in orders are made every British Fashion Week season. International media coverage is up to 61 million English pounds.
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