Stackla technology used to showcase live trends from catwalk Integration brings runway fashion to UK customers.
23 FEBRUARY 2015 – Stackla – the social content aggregation, curation and publishing platform – has announced an innovative integration with Topshop and Twitter to bring London Fashion Week trends to the high street.
During the five days of London Fashion Week, dozens of fashion industry journalists and bloggers will be identifying prominent styles from the runway and live-Tweeting them. Topshop will use Stackla’s platform to aggregate and analyse key Tweets, and hone in on particular fashion trends as they emerge in real-time. Using Stackla’s interface, Topshop will then display particular trends on six digital billboards located in pedestrian areas throughout the UK, and showcase key items from Topshop’s range which emulate the catwalk look.
The campaign also allows customers to receive a curated collection of looks which are aligned with particular catwalk trends. Customers can Tweet @Topshop with a specific trend hashtag, and they will instantly receive a link to an online selection of Topshop items which reflect that style. The innovative integration between Topshop, Twitter and Stackla is an example of real-time big data and digital innovation being used to drive customer engagement within retail.
Andy Mallinson – European MD of Stackla comments: “London Fashion Week is an exclusive, fast-paced event, and social media is a particularly effective channel for showcasing the most exciting trends which are emerging from the runway. The Stackla platform aggregates Twitter content in a way which is thorough and precise, whilst allowing Topshop to deftly pick-out relevant Tweets from top bloggers. From there, Topshop can really engage on a personal level with customers, by responding to specific request for items around a particular catwalk style. The integration between Topshop, Twitter and Stackla is an innovative one; it democratises fashion for the UK consumer, and enables customer engagement to be swifter and more bespoke.”
Sanj Matharu, Program Manager EMEA Brand Strategy, Twitter, comments: “Twitter allows followers of London Fashion Week to feel totally immersed in the catwalk action, even if they don’t have a front-row seat. The relationship between Twitter, Topshop and Stackla helps customers draw inspiration from catwalk styles and apply these trends to their own wardrobe almost instantly.This campaign showcases the real value of digital media when it comes to customer engagement.”
Sheena Sauvaire, Global Head of Marketing & Comms at Topshop.com, comments: “This integration is about bringing customers into the heart of London Fashion Week, and allowing them to shop catwalk trends in real-time. This campaign ensures that our customers are more empowered than ever, and able to enjoy a personalised shopping experience via a simple Tweet. The use of innovative digital media around London Fashion Week has elevated the level of customer experience for Topshop customers.”