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
Posted by Ziyan Zhao
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