Topshop is partnering with Twitter to identify live trends during London Fashion Week, which kicks off on Friday.
Topshop will analyse real time data on Twitter to identify trends as they happen during the five day event and display them in near real time on digital billboards around the country
Trends will be grouped together on the billboards using Twitter hashtags and customers walking by the signage will be encouraged to tweet a hashtag to the Topshop account.
The retailer will respond with a curated collection of the looks which can be purchased by the customer.
Trends will also be shared on the Topshop Twitter account, the retailer’s website and in its flagship Oxford Circus store.
Topshop global marketing and communications director Sheena Sauvaire claims it will be the first example of real-time shoppable billboards.
There will be six billboards around the country which are being run by social marketing platform Stackla and provided by Ocean Outdoor.
All will be within ten minutes walking dsitance of a Topshop store in Leeds, Birmingham, Manchester, Liverpool and Glasgow.
Meanwhile, in the London flagship store at Oxford Circus the retailer will feature a screening area to allow customers to watch the Topshop Unique fashion show live from Tate Britain.
The store façade will also feature a live billboard, while mannequins will be styled every day in trends aggregated from Twitter conversations.
Arcadia group chairman Philip Green said Topshop’s ‘Unqiue’ fashion show which features at LFW continues to innovate.
Green said: “Whether we are giving them a look behind the scenes at the show or partnering with a global platform such as Twitter to allow them to shop the trends in real time, our aim is to create a truly inclusive experience.”