Menswear retailer Topman teamed up with social media network Google+ during London Collections: Men, showcasing the Topman Design Autumn/Winter 2014 collection. For the first time ever, the retailer allowed consumers to follow the front row with behind-the-scenes access to the menswear show, with an exclusive Google+ Shoppable Hangout.
On Jan. 6, the Hangout was co-hosted by TV fashion expert Darren Kennedy and MTV presenter Becca Dudley, who were joined by stars Jim Chapman and Marcus Butler and other Topman ambassadors. On the Shoppable Hangout, consumers were able to watch as the hosts take them behind the scenes of the catwalk show as they interviewed celebrities and models and got to watch a live stream of the Topman Design Show. Viewers were also be able to shop the looks of the hosts direct from the hangout.
"We're thrilled to be working with Topman to allow fans to experience this season's fashion show using the Google+ Shoppable Hangout app," said Marvin Chow, marketing Director for Google+. "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.''
Topman also placed wearable cameras on all the hosts, including exclusive ambassadors, Topman Personal Shoppers, street style photographer Jonathan Pryce and the fashion show production team, to capture all their activities during the day.
"We are excited to be working with Google on this Campaign to showcase Topman's continued involvement at the forefront of London Collections: Men," said Jason Griffiths, Topman marketing director before the event. "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."
Watch the full Topman Autumn/Winter 2014 show in video below.