London clothier Topshop brings social media in-store

Generally, when one thinks of integrating social media into a business, the immediate thought is of someone sitting at a computer, maybe perusing an online shop on Facebook. But London-based clothing retailer Topshop has turned that idea on its head, bringing social media into its stores.

“We are now looking at how to combine our in-store community with our online community and extend the brand relationship beyond the store visit,” says Sheena Sauvaire, Topshop’s head of marketing.

One way the brand did that recently was by setting up in-store photo shoots for customers and posting those photos, with customer permission, on Facebook. Those events, along with contests and some similar customer participation, have led to more Facebook likes, more store traffic and customer good will for the brand, which only recently branched into the U.S. market.

‘DIY spirit’

Topshop aims to be creative and experimental with its fashion, Sauvaire says, embracing the “DIY fashion spirit” of the millennial generation.