This year, after watching the Spring and Summer 2017 Topshop Unique runway show at East London’s Old Spitalfields Market during London Fashion Week, consumers will immediately be able to purchase pieces that they saw and loved at a pop-up stall.
This new initiative is being launched by Topshop as part of a strategy called 'Runway-to-Retail,' which makes it possible for those who attend the show to be amongst the first to get their hands on the newest additions to the luxury clothing market. Online, consumers will also be able to order select items from the latest Topshop Unique collection and almost immediately get their hands on the season's hottest styles.
Brands like Burberry, Tommy Hilfiger and Tom Ford are a few other key players in the fashion industry that have also adopted this model.
Shoppable Runway Shows
Topshop Unique is Experimenting with a New 'Runway-to-Retail' Format
Trend Themes
1. Shoppable Runway Shows - Topshop Unique is experimenting with a 'Runway-to-Retail' format allowing consumers to purchase pieces immediately after the runway show.
2. Pop-up Retail - The introduction of pop-up stalls at fashion shows creates a new retail experience and increases consumer access to luxury clothing.
3. Instant Fashion - The ability to order select items from the latest collection online and receive them almost immediately disrupts traditional fashion retail timelines.
Industry Implications
1. Fashion Retail - Fashion retailers can adopt the 'Runway-to-Retail' format to offer consumers a more immersive and immediate shopping experience.
2. Events and Exhibitions - Event planners and exhibition organizers can leverage pop-up retail concepts to add value and excitement to their events.
3. Online Retail - Online retailers can disrupt traditional fashion retail timelines by offering instant order and delivery services.