From inspiration, to runway to wardrobe, colour has long been a driving factor of the creative process for designers and has the power to define the whole season ahead. The colours that surface on the international runways have lasting impact and a huge influence on purchase decisions; a topic which has become the subject of extensive research on a global scale. The colours used in a product or campaign have the power to instantly engage or disengage customers, with 85% of consumers saying colour was the primary reason for buying a product.*
For London Fashion Week, TOPSHOP partners exclusively with Pinterest to take colour inspiration back to its roots, using technology to explore the fascinating connection between colour, emotion and commerciality.
TOPSHOP’s pioneering partnership with Pinterest will give consumers access to next season’s key colour palettes direct from the streets of New York, London, Milan and Paris together with the opportunity to discover their own personal colour DNA through PINTEREST PALETTES.
PINTEREST PALETTES is a world-first functionality, launching exclusively in collaboration with TOPSHOP, which scans and identifies the dominant colour in any given set of Pins, enabling people to create a personalised colour palette for their specific boards.
The innovative tool will enable people to find out something new about their colour preferences based on all of the Pins they have personally curated and discover new ways to be inspired. With over 16.8 million possible colour combinations, each PINTEREST PALETTE will be unique to each individual person. People can create their PINTEREST PALETTE by going to TOPSHOP.COM
TOPSHOP worked in collaboration with Pinterest to link PINTEREST PALETTES to the entire online catalogue of TOPSHOP.COM, meaning consumers will also be able to use their PINTEREST PALETTESto influence their shopping journey, based on their personal colour preferences.
TOPSHOP will also surface shoppable Pinterest boards and colour palettes live from the New York, London, Milan and Paris SS16 Fashion Weeks, looking at everything from street style through to the backdrop of the city itself.
TOPSHOP OXFORD CIRCUS FLAGSHIP
Customers can explore the Fashion Week Pop Up on Lower Ground where they can watch the Unique SS16 show, streamed live from The Queen Elizabeth II Centre, and engage with the TOPSHOP SS16 Pinterest boards on iPads. People will also be able to print out their own PINTEREST PALETTES or TOPSHOP SS16 colour inspiration card to take away with them.
The Pop Up will showcase key pieces from the TOPSHOP AW15 collection which will be merchandised into the evolving colour palettes emerging from the International Fashion Weeks. The Oxford Circus personal shopping team will introduce a brand new Colour Appointment to the service where expert colour advisors will tailor their styling recommendations to the customer’s own, personal colour spectrum. The information gathered from these consultations will give TOPSHOP a valuable insight into the different ways that colour impacts consumer purchase behavior.
The campaign goes live across UK and US on Wednesday 16th September until the last day of Paris Fashion week on October 7th.
SHEENA SAUVAIRE, GLOBAL MARKETING & COMMUNICATIONS DIRECTOR, TOPSHOPcomments:
“We recognise that the power of colour on our customer is huge; it has the ability to inspire, excite and drive purchases, so we’re delighted that our partnership with Pinterest has enabled us to explore the impact of colour, whilst engaging our customers in the excitement of London Fashion Week. Pinterest Palettes will allow our global consumer to get a real insight into the colour mood for next season and give them the functionality to shop next season’s colour trends, now as well as offering the opportunity to learn more about their own colour DNA.”
ADELE COOPER, UK COUNTRY MANAGER, PINTEREST, comments:
“Topshop is taking an innovative approach to partnering with Pinterest by tapping into ways that people are using the platform to discover, save and act on their creative ideas. With more than 24 million fashion ideas Pinned globally each day, Pinterest has become a destination for personal style inspiration. By launching Pinterest Palettes, Topshop is enabling people to engage with the ideas they have saved in a new way, discover something personal about their colour preferences, and take action with a fun, individualised shopping experience. We’re thrilled about the unique 360 degree marketing concept that Topshop has created and look forward to our global community discovering their true colours on Pinterest.”
*Source: Colour Disruption with WGSN, Cannes Lions 2015
WATCH TOPSHOP UNIQUE SS16 LIVE ON TOPSHOP.COM GLOBALLY ON SUNDAY 20TH SEPTEMBER, 2PM GMT
@topshop #topshopunique www.facebook.com/topshop
@PinterestUK uk.pinterest.com www.facebook.com/pinterest
No comments:
Post a Comment