Topshop Distributes Runway Looks With Chirp

Topshop has been on the forefront of integrating technology with fashion and sales, but this year the company is looking to one-up itself one more time. For its spring collection, it partnered with Chirp, a software company that transmits image data via subaudible, sonic identifiers. Topshop will set up “Chirp Locations,” where phones can pick up these signals and view exclusive, sometimes behind the scenes footage. The experience will take place at Topshop’s Oxford Circus flagship store in London, where a Chirp and Twitter “garden,” of sorts, has been erected for the event. Consumers at home will be able to see the event through a live stream, and won’t be left out of the action. In addition, all of the makeup products used at the show will be available immediately after the show for pre-order, adding the ever-valuable e-commerce element to the show.