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.