Menswear retailer Topman is teaming up with social media network Google+ during London Collections: Men to showcase the Topman Design Autumn/Winter 2014 collection. For the first time ever, the retailer will allow consumers to follow the front row with behind-the-scenes access to themenswear show, with an exclusive Google+ Shoppable Hangout.
The Hangout, which will start at 11.30am on January 6, will be co-hosted by TV fashion expert, Darren Kennedy and MTV presenter Becca Dudley, who will be joined by Stars Jim Chapman and Marcus Butler plus other Topman ambassadors.
On the Shoppable Hangout consumers will be able to watch as the hosts take them behind the scenes of the catwalk show, interview celebrities and models, as well as watch a live stream of the Topman Design Show. Viewers will also be able to shop the looks of the hosts direct from within the hangout.
Additionally, Topman will be placing wearable Autographer cameras on all the hosts including exclusive ambassadors from the BFC, Topman Personal Shoppers, Street Style Photographer Jonathan Pryce and their fashion show PR and production teams to capture all their LC:M activity during the day. The camera’s exclusive footage will then be uploaded to Topman Generation for consumers to view.
Topman to host shoppable hangout
Marvin Chow, marketing Director for Google+ said: “We’re thrilled to be working with Topman to allow fans to experience this season’s fashion show using the Google+ Shoppable Hangout app. Topman has done an amazing job of creating an unprecedented experience through Google technologies with Google+ Hangouts to connect fans with the highly coveted models, designers and influencers behind popular culture and fashion.’’
Jason Griffiths, Topman marketing director added: “We are excited to be working with Google on this Campaign to showcase Topman’s continued involvement at the forefront of London Collections: Men.
“Whilst taking users behind the scenes via exclusive access is great, the ability for them to then shop in real time for what our hosts will be wearing whilst they are talking to camera is a brilliant digital innovation and both we and Google can’t wait to see the results.”
Topman has an activity Google+ network with more than 950,000 followers. The menswear retailer isn’t the first brand to host shoppable hangouts on Google’s platform, last year the Council of Fashion Designers of America teamed up with the shopping app to deepen the engagement between its designers and consumers. Designers including Diane von Furstenberg, Rachel Zoe and Rebecca Minkoff all hosted hang outs and offered a curated shop for viewers.