Topshop streamed live catwalk shows from London Fashion Week through its iPhone app this week in a first for the retail sector.
Shows were streamed through the Topshop Show Space section of the retailer’s app.
The Arcadia-owned chain, which showed its Topshop Unique collection at LFW, said it was the first time live streaming had been used on a smartphone app by a retailer.
QR codes were displayed in store windows, on the tags of limited edition T-shirts sold by the retailer and in the Topshop newspaper distributed at LFW.
When scanned, the codes unlocked exclusive content including a film specially created for Topshop by director Nick Knight and starring top model Karlie Kloss, behind-the-scenes videos and a make-up tutorial.
The app, which is fully transactional and features the fashion chain’s entire product catalogue, already allows users to scan QR codes in-store and its GPS stock checker helps locate items in other shops.
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