Topshop is one of the UK's most popular fashion stores on the high street – now the company are becoming a highly successful social business through online campaigns and digital experiences. In this case study we explore the core areas of Topshop's brand that have made the company the well-rounded social business that it is today.

1. SOCIAL BUSINESS CASE STUDY
Topshop
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2. • One of the UK’s most popular fashion stores
• Founded in 1964
• 300 stores throughout the UK
• More than 500,000 daily page views to
Topshop.com
• Over 3 million Facebook likes since 2009
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3. Topshop’s social business aims
What does Topshop want to achieve?
Align Topshop’s Allow customers to Create a sharable
digital presence with purchase via social to experience to
trendsetters such as connect the digital increase volume of
Burberry and real world interest
Capture social data Foster customers’
for future business passion for on-trend
strategies fashion
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4. Social business programmes
How are departments across the organisation involved in the programme?
MARKETING
“Topshop Unique Live”
• Measure engagement levels HR SALES
of users to determine how
they want to consume
information and share it
• Allow consumers to review
the Unique Live show via
Twitter in 140 characters or
less
• Core focus to gather data to PRODUCT
B2B SALES
PLANNING
impact the brand’s social
strategy for 2013
CUSTOMER
SERVICE
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5. Social business programmes
How are departments across the organisation involved in the programme?
Product planning and MARKETING
marketing
• Allow users to pre-order
items three months before HR SALES
they arrive on the high
street
• Measure engagement and
consumer response to
inspire future product
launches and trends
• Feature the entire campaign PRODUCT
B2B SALES
cross-channel including PLANNING
Pinterest and YouTube
tutorials
CUSTOMER
SERVICE
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6. Social business programmes
How are departments across the organisation involved in the programme?
“Social runway” MARKETING
• Customise the look and
colour of pre-ordered items
before purchasing for a HR SALES
bespoke experience
• ‘Shoot the Show’ (a camera
button embedded within
the livestream window) let
viewers take shots of their
favourite looks to share
socially PRODUCT
B2B SALES
• Engagement results from PLANNING
the live stream determine
what customers want and
need CUSTOMER
SERVICE
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7. Organisational culture and approach
What values and approach did Topshop need to adopt to make it happen?
Empowering the consumer
• Topshop placing much more power, choice and customisation in the hands of the consumer
Data-focused
• Digital and social engagement metrics strategically helping Topshop to build consumer insights
Experience-centric
• Shifted from selling products to selling experiences
Joined-up
• Marketing data used to inform product planning
Innovative
• Experimenting with different ways to use data and platforms to create sharable user experiences
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8. "I really believe that everyone in this space, in
luxury, in retail, is selling product, and the reason
we’re going to win and win big is because we’re
selling experiences. We’re going to create an
incredible experience around our brand which is
going to define us.”
Justin Cooke, Topshop Chief Marketing Officer
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9. References
" Katie Shoard
3 of the best social media campaigns from 2012
" Anjali Mullany, Fast Company
Customize the catwalk: Topshop and Facebook partner
on a social runway
" Marketing Magazine
Topshop recreates front row experience for online
shoppers
" The Guardian
Topshop to turn London fashion week show into
Facebook 'entertainment'
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