Topshop has hailed its new social media campaign launched at London Fashion Week a success. Retail Week takes a look.

Why are we talking about this now?

Topshop allowed customers to dabble with footage from its London Fashion Week spring/summer 2013 show for its Topshop Unique collection last week with its first live social media event which allowed shoppers to customise what they see on the catwalk via Facebook.

In what it described as its “most advanced, immersive and engaging” social experience, “Shoot the Show” allowed customers to capture and customise key looks, as well as order product for delivery in three months. Justin Cooke, chief marketing officer at Topshop, described it as “social entertainment”. “It’s social, it’s commerce and it’s entertainment all rolled into one,” he said.

How does it work?

Through a partnership with Facebook, Topshop integrated a camera button into the corner of the livestream and on-demand footage of the show. This allowed viewers to stop the video on their favourite looks and then customise the colour of the clothes and accessories. Everything in the video, including the music and cosmetics, could be bought and shared across every platform and device.

This was done automatically on Facebook and Twitter via Facebook’s OpenGraph technology, which posted statements on to users’ profiles such as: “I am watching the Topshop Unique Show” or “I just customised the Topshop Unique catwalk”.

Meanwhile, Topshop also sought to generate interest via Twitter by asking followers to review the collection in 140 characters.

Did it prove popular with Topshop customers?

According to Topshop, two million people in over 100 countries accessed the livestreamed show, its largest ever online audience, while it says that more than 200 million were “exposed” to content, primarily through its partnership with Facebook. Traffic to Topshop.com from the US, where it has just opened boutiques in Nordstrom department stores, reached a record level. It is also planning another social customisation and commerce initiative for its autumn 13 show that will be “much much bigger”, according to Cooke.

In terms of sales, Topshop declined to give exact figures but it said it sold out of three dresses during the show and “almost all” items within three hours. It also claimed that it’s lipsticks and cosmetics were purchased during “every minute of the show”.

How are other retailers using social media during London Fashion Week?

Burberry Prorsum is poised to go digital for London Fashion Week by linking three events – the show, a live screening at the Regent Street flagship and a live stream on its website Burberry World - via social media. Also working with Facebook, it has created a new Burberry “love” button, so fashion-watchers on social media can show their appreciation for the collection.