Tag Archives: Topman

Topman pulls in consumer content with #topmansprayonjeans campaign

23 Oct

 topman_topmansprayonjeans

User-generated content might be somewhat of an old phrase in the digital space these days, but there’s a phenomenal amount happening around it of late.

From #thenetset at Net-a-Porter to #framesofyou from Armani, as well as multiple other examples via Warehouse, Estée Lauder, Kate Spade and more, everyone is getting in on the act.

The latest is Topman. The men’s arm of the Brit retailer has been pushing its new spray on jeans for the last few weeks using the hashtag #topmansprayonjeans.

Taking full advantage of the #selfie phenomenon, it’s been calling for consumers to send images of themselves wearing the super tight skinny jeans over Facebook, Twitter and Instagram, with the best looks winning Premium Spotify accounts daily.

A series of short videos were released as inspiration for fans on how to get the look. Meanwhile, another fun video was posted today (as below) demonstrating the speed with which it’s possible to put the jeans on.

Reads the write up: “We’ve listened to your feedback and some of you have struggled to get our Spray On Jeans on quickly. We got ours on in 7 secs, how quick can you get yours on?”

British Fashion Council announces series of digital initiatives for #LondonCollections: Men

5 Jan LondonCollections_Men_AW13

LondonCollections_Men_AW13

The autumn/winter 2013/14 catwalk season kickstarts on Monday with London Collections: Men, the second season of a dedicated menswear event in the British capital. We’ve already heard about Topman’s planned interactive 360° live-stream experience, now, and as expected, comes news of a flurry of digital activity from the British Fashion Council once again

The aim, it says, is to “unite fashion and digital innovation, encouraging engagement with the menswear showcase through social media, live streaming and digital presentations”.

One particularly participatory initiative is its crowdsourcing of street style content again using the #ManAboutTown hashtag. Fans on Twitter and Pinterest can contribute to an ongoing online archive of menswear looks housed on a dedicated pinboard as well as in a Facebook album. The result is designed to present the best of British Men’s Style.

Also on the BFC Pinterest page will be diary-like contributions from menswear designer Lou Dalton and journalist Charlie Porter. Dalton is showcasing inspirations and preparations ahead of her show already, followed by backstage shots and catwalk looks as they hit the runway on Monday. Porter meanwhile, will be creating an online moodboard of his favourite collection looks, street style shots and inspiring moments.

For those in attendance at The Hospital Club in London, the home of LC:M, there are also digital windows to experience. Referred to as a life-sized catwalk installation, they will feature daily video highlights from all the shows when users scan the display with their mobile phones thanks to another partnership with augmented reality app, Aurasma.

In addition to all that, the BFC will also be showcasing behind-the-scenes images over Instagram, live-streaming all the shows from The Hospital Club via www.londoncollections.co.uk/live. and screening a variety of digital presentations and fashion films. Finally, it will also be continuing its Twitter conversations throughout the event – live Q&As will be held on the @BFC account with Tinie Tempah, Toby Wiseman, editor of Men’s Health, and model Oliver Cheshire, using the #AskLCM hashtag.

Topman live-stream to offer fans 360° augmented experience

19 Dec GAL_2126.jpg.imageLink.original

Topman Design spring/summer 2013

Topman is set to launch an interactive 360° live-stream experience for its London Collections: Men autumn/winter 2012/13 show on January 7.

The UK menswear brand will enable fans to scroll left or right, up and down to view the catwalk from any angle in a bid to make it feel ever more like they’re actually present. They can also interact with select industry insiders and celebrities in the front row, whose tweets will appear above their real location in an augmented addition to the live-stream.

As with the company’s Topshop Unique show in September, fans will also be able to “shoot the show” to instantly share images with their friends across social channels. The hashtag being pushed is #Topman360.

“Having streamed the Topman Design show for several seasons now and commenting separately via our social channels we really wanted to try and achieve a multi-faceted live stream experience which amalgamated all in one and make the experience as personal and unique for each viewer,” said Jason Griffiths, marketing director at Topman.

The initiative launches with a Facebook App from today that invites consumers to win a pair of front row tickets to the show as well as other prizes. It will also showcase the live-stream on January 7 alongside Topman.com and the brand’s digital magazine, Topman Generation.

Digital snippets: Saks, Topman, Esquire, Jaeger, JC Penney, House of Fraser, Figleaves and more

28 Nov

A mega update this week to make up for the lack over the past fortnight:

  • Saks ups online content [WWD]
  • Topman to launch online magazine [GQ]
  • Esquire partners with JC Penney to launch men’s e-commerce site CLAD [Esquire]
  • Jaeger debuts transactional mobile site, anticipates 80% increase in m-commerce revenues [NMA]
  • JC Penney adds QR codes, Facebook game, apps and Google+ presence to Christmas campaign [Media Decoder, NY Times]
  • House of Fraser to launch iPhone app offering in-store barcode scanner [NMA]
  • Figleaves links London Underground ads with mobile app [Media Week]
  • Old Navy doles out deals to Shopkick app users [Venture Beat]
  • Flash sales site Vente-Privée launches in US [Market Watch]
  • New York Times launches iPad app for fashion and style content [WWD]
  • How leading fashion brands are embracing online video [Mashable]

The fashion brands already on Google+

9 Nov

H&M on Google+

So we all know Google+ launched its brand pages this week. And we all know there’s a ton of commentary flying around as to whether companies should actually get involved or not.

But while we’ve been talking about it; others have been doing it, the fashion industry included.

According to Google’s blogpost announcing ‘Pages’ officially, Burberry, H&M and Macy’s were the first fashion partners.

In little over 24 hours however, numerous more have jumped on board. It’s a case of the usual suspects, and many of them don’t have any content on as yet, but here’s a list of some of them so far in anycase:

Be sure to note how dynamic the Burberry and Kate Spade pages look with the animated gifs they’ve added, and check out the pictures below for some of the first posts:

Burberry's Christopher Bailey gave a video introduction to Google+ (click to watch)

ASOS jokes about how quiet things are on Google+

Macy's introduces its new Google+ page

Kate Spade uploads a new profile picture to its Google+ page

Uniqlo welcomes everyone to its new Google+ page

 

Have you found more? Please add them to the comments below…

 

Digital snippets: #NYFW, Vogue, Oscar de la Renta, Bergdorf Goodman, Ted Baker, Topman, Lyst

11 Sep

Some more great stories from around the web surrounding all things fashion and digital over the past week:

  • How fashion bloggers gain access to New York Fashion Week [Mashable]
  • Vogue collaborates with online luxury retailer Moda Operandi to offer SS12 designer collections straight off the runway [PR Newswire]
  • Oscar de la Renta launches community-driven Tumblr page ahead of #NYFW show [WWD]
  • Bergdorf Goodman invites footwear obsessives to share pics via Instagram for Shoes About Town campaign [5th/58th]
  • Topman enters Facebook-commerce with new storefront on fan page [Media Week]
  • Lyst launches Runway Tracking, enabling users to tag favourite items ready for notification as they hit store [Mashable]
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