London – High Street retailer Topshop, known for its savvy social media campaigns, has
launched a new initiative which aims to utilize customers insights on colour
gathered from Pinterest.
Partnering exclusively with the social platform, Topshop’s ‘Pinterest
Palettes’ allows users in the UK and US the freedom to create a custom
colour palette based on next season’s key colours to discover their own
colour preference. Customers are invited to create their own personalized
colour palette via Topshop.com, which can based on any set of pins for
their own boards in order to gain a deeper insight into their own
preferences.
Topshop kicks off new London Fashion Week campaign revolving around
colour with Pinterest
Topshop has also linked ‘Pinterest Palette’ to its entire online catalogue
of products, so customers can see which items match their palette.
Customers in London and New York are also able to create their own colour
palette in-store with the help of a personal shopper, which can be printed
out to take home. The high street retailer will launch shoppable Pinterest
boards and palettes from New York, London, Milan and Paris as the
Spring/summer 2016 fashion weeks take place, which will be influenced by
everything from on street styles to the cities themselves.
“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,”
commented Sheena Sauvaire, Global Marketing and Communications director at
Topshop. “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.”
The ‘Pinterest Palette’ launch coincidences with Topshop’s Fashion Week Pop
up in its Oxford Flagship store. Customers will be able to watch the Unique
SS16 show, streamed live from the Queen Elizabeth II Center and see which
key pieces from Topshop’s AW15 collection are linked to the evolving colour
palettes emerging from the International Fashion Weeks. The Oxford Circus
personal shopping team is set to introduce a brand new Colour Appointment
service, where expert colour advisors offer styling recommendations
tailored to the customer’s own, personal colour palette.
“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,” added Adele Cooper, UK Country Manager at
Pinterest. “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.”
The campaign goes live across the UK and USA Wednesday, September 16 and
runs until the last day of Paris Fashion Week on October 7.