Topshop has unlocked the selling power of social media during London Fashion Week.

The Arcadia-owned retailer partnered with Facebook to allow fashion fans to access live-streamed footage of the Show, stop the video and customise what they see on the catwalk. 

According to Topshop, two million people in over 100 countries watched the livestreamed show, its largest online audience ever. 

“Shoot the Show” was described by Topshop’s chief marketing officer, Justin Cooke as social, commerce and entertainment rolled into one. Viewers can buy and share every item in the video (including cosmetics and music) on every platform and device. 

While Topshop has not revealed exact figures on the impact this is having on sales, it did say that a number of items (including a dress that was the first on the catwalk) sold out within hours. 

“People have been trying to figure out for some time, how do you make these [Facebook] ‘Likes’ into something relevant, how does the social aspect mix with your brand, and I think we’re going to be the first brand to unlock that,” Topshop’s chief marketing officer, Justin Cooke told Reuters. 

Luxury fashion labels are also tapping into the selling power of social media. Burberry linked three events on social media – the show, a live screening at its flagship Regent Street shop and a live stream on the Burberry World website.  It also created a Burberry “love” button for social media fashion fans. 

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Smarayda Christoforou