The 'Dear Topshop' Campaign Makes It Easy to Buy from Topshop
Laura McQuarrie — November 15, 2013 — Marketing
References: wwd & womensweardaily.tumblr
If you've got any items on your Christmas wishlist that you want to buy from Topshop, it really couldn't be any easier to do it online this year.
This holiday season, Topshop collaborated with Pinterest to create the 'Dear Topshop' campaign. Part of Topshop's site has been transformed into a virtual pinboard, with items that can be immediately pinned or shared. Users can curate the types of items they want to se by filters on the top of the page that make it seem as if you are speaking directly to the brand. There are two dropdown menus, which ask shoppers to specify what they are looking for and who they are browsing for. These include options like "a gift that won't break the bank" or a gift for "someone who likes to be ahead of the trends."
Topshop will also be running a competition on Pinterest, asking users to create holiday-themed boards with prizes like shopping sprees, tickets to Fashion Week, invitations to the launch of Kate Moss' latest Topshop collection and the chance to design their dream dress.
This holiday season, Topshop collaborated with Pinterest to create the 'Dear Topshop' campaign. Part of Topshop's site has been transformed into a virtual pinboard, with items that can be immediately pinned or shared. Users can curate the types of items they want to se by filters on the top of the page that make it seem as if you are speaking directly to the brand. There are two dropdown menus, which ask shoppers to specify what they are looking for and who they are browsing for. These include options like "a gift that won't break the bank" or a gift for "someone who likes to be ahead of the trends."
Topshop will also be running a competition on Pinterest, asking users to create holiday-themed boards with prizes like shopping sprees, tickets to Fashion Week, invitations to the launch of Kate Moss' latest Topshop collection and the chance to design their dream dress.
Trend Themes
1. Virtual Pinboard Collaborations - Retailers can partner with popular social media platforms to create virtual pinboards that make online shopping more interactive and customized.
2. Filter-based Shopping - Creating product filters that allow customers to curate their own online shopping experiences provides a more personalized approach to e-commerce.
3. Social Media Competitions - Hosting social media contests, with rewards that align with brand values, can generate buzz and consumer engagement during peak shopping seasons.
Industry Implications
1. Fashion Retail - Collaborative virtual pinboards, filter-based shopping, and social media competitions can be employed by fashion retailers to advertise their products and attract customers.
2. E-commerce - Virtual pinboards, filter-based shopping, and social media contests can enhance the customer experience on e-commerce sites and encourage purchases.
3. Advertising and Marketing - Creating social media campaigns that utilize virtual pinboards and contests can increase brand awareness and customer engagement for any industry with an online presence.
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