What is the leading fashion brand that tops Omni-channel retailing? It’s none other than UK powerhouse Topshop.
In an age where retailing has moved on from solely bricks and mortar and face-to-face selling, Topshop leads as the multinational retailer embracing technology as a means to achieve wider market reach and appeal to larger masses consumers.
Founded in 1964 with now over 500 locations worldwide, Topshop is continually finding innovative ways to reach their consumers. Other than retail and online stores, the brand has a mobile app which allows customers to not only shop on the go, but also stay up-to-date with the latest trends as well as actively utilize the app whilst they shop instore.
In order to bridge the business with high fashion, the brand has proactively immersed themselves with fashion events; the most noteworthy being the launch of digital billboards during London Fashion Week 2015. These billboards were installed across the UK and provided real-time content of key trends emerging on the runway in the form of word clouds generated from twitter hashtags. Customers were then able to see related Topshop products instore that complemented the new trends.
This clever idea created an association of the Topshop brand with high-end fashion which as a result, elevated the brand image. Talk about innovation.