Ben Davis says, “It’s still sometimes difficult to think of brands that have managed to seamlessly join online and offline experiences.

In this post we look at three such brands doing just that.

Topshop

Topshop’s recent ‘Retail to Runway‘ initiative integrated London Fashion Week (LFW) with the retailer’s stores and digital properties.

For its young audience, Topshop is truly a multichannel experience (with click and collect, free WiFi in store, a social-enabled ecommerce app with barcode scanner), but Retail to Runway took this a step further.

The launch played out as follows:

  • Consumers could watch the Topshop catwalk show livestreamed on Topshop.com and on playback thereafter.
  • Pieces from the show were available to buy immediately in selected stores, online and a pop-up showspace.
  • The Topshop website ran plenty of editorial about LFW and allowed consumers to sign up for updates via email.
  • The Topshop app provided notifications to users of all the LFW news”.

Three brands succeeding in connecting online and offline experiences

Econsultancy

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