Topshop: Customize the Catwalk

The runway goes social.

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Topshop is using social media to let customers interact with the runway as it shows off its latest Topshop Unique collections at London Fashion Week. As they watch the UK-based retailer's show live on Facebook on Sunday September 16th at 3pm, viewers will be able to "customise the catwalk" by changing the color of selected items and accessories and sharing them instantly with friends. Consumers can also click to order the items, with delivery promised to be three months ahead of industry lead times.

A "Shoot the Show" camera button, developed with Facebook engineers and placed on the corner of the livestream and on demand version of the show, will let Facebook users capture and share their favorite looks from the show as if they were sitting in the front row. Viewers can also download music from the catwalk show on iTunes and click to buy some of the beauty products the models wear. Meanwhile, on Twitter, Topshop is challenging fans to review the collection in 140 characters on the day, in a "Tweet off". All tweets will be broadcast live on and the writer of the best tweet will win VIP tickets to the next show."

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Sep 13, 2012
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