Google collaboration with Topshop

Tuesday, December 17, 2013 Sarah Unes 0 Comments


There's no doubting technology is effecting the way we interact with fashion. As part of my current university assignment, I am exploring technology used within fashion shows and retail. Google has joined forces with Topshop to offer up a comprehensive London Fashion Week experience, building on the high street store’s success as Spring/Summer 2013′s most viewed online fashion show.
The project will use Google’s online platforms to give people different ways of interacting with aspects of the show, which takes place in the Tanks space at Tate Modern on 17 February. The biggest draw is likely to be the Model Cam, where a sports channel-inspired interface will allow viewers to switch from a traditional catwalk camera focused on the clothing to a micro camera worn by models including Cara Delevingne and Jourdan Dunn.
“The DVF thing was really cool,” said Cristian Cussen, head of marketing Google+ for Europe. “Definitely the first of its kind in terms of showing Google Glass in a broad commercial forum. But this is looking at every aspect of Google+ from hangouts to the individual video streams.”
Technology like the ‘model cam’ have not been used with access to the high street yet, as well as this Topshop plan to create an interactive store window for the duration of London Fashion Week which is sure to increase the retailers footfall. Topshop are open to collaborating technologically with big brands in order to push their business.
The flagship store is also a tourist destination and home to many different brands which could branch out with the service. Topshop also have a multitude of brands to work with as well as Topshop Unique which has the potential to offer customers an insight in to high fashion through their  innovative catwalk shows.