More than 2 million people from 100 countries watched online video of Topshop’s Spring/Summer 2012 Unique show in the three hours after the fashion retailer live streamed it Sunday.
The London Fashion Week show was broadcast on Topshop’s website and Twitter page. It was also shown on large screens at its Oxford Circus flagship store in London and on the websites of more than 200 media partners. Topshop posted video of the 10- to 15-minute show immediately after it ended.
Topshop built considerable buzz in the days leading up to the show by promising consumers a “personalized†and shoppable live stream experience. Viewers could click on clothes and accessories to browse color options as they came down the catwalk, and create screenshots and video clips to share instantly on Facebook, Topshop said. They could also order makeup for delivery within 48 hours, and select apparel and accessories for delivery in six to eight weeks â€" well before their January arrival in stores.
Those who missed the live stream were able to view the show immediately after, on-demand.
In total, the fast-fashion retailer estimates that “well over†200 million people were exposed to images and content from the show in the first three hours, largely thanks to the screenshot-sharing tool it developed in conjunction with Facebook. Several looks sold out within an hour, the company said in a statement. At least one sold out before the show was even over, Justin Cooke, chief marketing officer at Topshop, tweeted:
@laureni this look sold out â€" in 10 minutes …during the show! twitter.com/JC7777/status/…
â€" Justin Cooke (@JC7777) September 16, 2012
Online reach wasn’t confined to Facebook: Both #TOPSHOP and UNIQUE trended globally on Twitter Sunday. Conversation was led by the @Topshop and @ElleUK accounts, from which looks were simultaneously tweeted before they hit the catwalk. (Topshop also pinned the live stream video to the top of its Twitter page.) Twitter users were encouraged to tweet 140-character show reviews for a chance to attend the next Topshop Unique show in the spring.
Cold shoulders with an ivory overlay skirt. #LFW #Topshop twitter.com/ELLEUK/status/…
â€" ELLEUK (@ELLEUK) September 16, 2012
Needless to say, the show broke Topshop’s previous viewer records. Unfortunately the retailer’s numbers are difficult to benchmark against other Fashion Week video streams; Burberry declined to reveal how many people tuned in to last season’s live stream, and Mashable was not able to reach YouTube to learn how many people tuned in for the more than 30 shows it streamed during New York Fashion Week.
For more on what to expect during London Fashion Week, check out our digital preview.
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