Fashion is one of the fastest moving industries, but rather than being swept up in the undertow, TopShop found a way to ride the waves with #TopTrends. To do this, the brand created a real-time billboard to relay the best of London Fashion Week through social media. The billboard ad was able to pick up on popular patterns emerging from the runway collections, showing the styles and colors that would be popular in the upcoming season.
These fashion billboard ads are specifically placed in areas that are about 10 minutes from a TopShop store, making it easy for people to see something trendy and pick it up immediately in-store. Because these location-based ads are so specific, there's also the potential to display content that's relevant to the current weather conditions.
Real-Time Runway Billboards
Topshop's Fashion Billboard Ads Relay Popular Catwalk Looks
Trend Themes
1. Real-time Fashion - Creating real-time billboards that display current fashion trends allows companies to connect with consumers in the moment and drive immediate sales.
2. Data-driven Advertising - Using collected data from social media and runway shows, brands can create targeted billboard ads that reflect popular patterns and styles, increasing the chances of consumer engagement.
3. Location-based Marketing - Placing fashion billboards near physical stores enables companies to leverage the power of proximity to drive foot traffic and encourage spontaneous purchases.
Industry Implications
1. Fashion Retail - Fashion retailers can benefit from real-time runway billboard advertising by showcasing their latest collections and driving in-store sales through proximity marketing.
2. Advertising and Marketing - The use of data-driven advertising and location-based marketing opens up opportunities for advertising and marketing companies to provide innovative solutions for brands seeking to connect with consumers in real-time.
3. Digital Signage - Digital signage companies can seize the disruptive innovation opportunities presented by creating dynamic billboards that can display real-time fashion trends and weather-relevant content.