2016年3月7日星期一

Topshop & YouTube

Topshop, a high street fashion brand, has a digital campaign ‘Wish you were at Topshop’. That means the customers were provided with a special online and in-store experience. Through this campaign their customers could have make-up sessions and feel a free styling. Moreover, they could be encouraged to create their own postcards by using social media such as Instagram, Facebook and some social shared video on YouTube. There is a competition for customers to win a 1,000 pounds summer shopping time. (KIM, et al, 2014, p. 12) Topshop is also a successful example in co-branding. They collaborated with Google and YouTube company to interact with their customers by letting them to access Topshop London Fashion Week show. (JEAN, 2014, p. 276)

YouTube is a popular social media for most of  consumers of Topshop. Topshop is a popular fashion brand, so most of their consumers would expect to see numbers of videos about fashion. Therefore, Topshop video on YouTube is various on fashion and make-up tips. That is direct for the company’s target clients.

Image 1: Topshop on YouTube page includes fashion and make-up information.

A special type of fashion brands video is called “haul” videos. That means young shoppers upload videos to tell other the bargains they found at different retailers. In other word, making and seeing haul video could help Topshop’s customers know and discuss their purchases. It is easier to gain information about what different products are being popular and how to buy them in the exact various retailers. This is a benefit for Topshop’s customers. By using this video, some discounts and sales information of Topshop could be known easily without paying too much money to advertise. Hence, this way on YouTube would be smart for a fashion brand. (BROWN, 2012, p.192)

Image 2: Topshop haul video 2016 on YouTube

Reference:

KIM, H. and AHN, S. (2014) Shifting paradigms for fashion: from total to global to smart consumer experience, Fashion and Textiles, publish online http://link.springer.com/article/10.1186/s40691-014-0015-4.  

JEAN, W. A. and YAZDANIFARD, R. (2014) How Fast-Fashion Apparel Stores are able to Operate Sustainably in New Global Economy, Techmind research, vol. 3, no.2, October.

Image 1 from https://www.youtube.com/user/TopshopPodcasts/videos



BROWN, S. (2012) Social Information: Gaining competitive and business advantage using social media tools. Oxford: Chandos Publishing Ltd.       

Posted by Ziyan Zhao

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