Topshop scheme issu

A The Scheme To redesign TOPSHOPS’ flagship store, turning it temporatily into a living museum, giving cutomers the shopping experience as though they have been transported back into the selected era. The scheme is targeted towards young people specifically the 16-24 age demographic that TOPSHOP aim to attract.

It would be run in association with the English Heritage trust, using their resources and funded by TOPSHOP in return for advertisment.

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B

Identity:

‘Adaptable Scheme Logo’ Potentially this scheme could be applied to any era in history, becoming an annual event to encourgae a repeated engagment and education for the target audience. The focal identity therefore needs to become flexible, being anchored by the ‘TOPSHOP Heritage Takeover‘ circle which would remain consisent throught the designs. It could then become tailored to each era by adapting the surronding typeface to reflect the visual style of that time.

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An example of how the identity can be adated different eras.

(1) 1970’s, influenced by the pshedelic music posers and ‘free spirited’ promotional adverts of the time.

(2) 1920’s, influenced by the vibrant travel posters and decorative art deco style of the ‘20’s Bright Young Things’.

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(2)

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C

Customer Experience:

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Social Media and Promotion:

Promotion: As another way to promote the event and encourage people to share the hashtag and therefore trend the scheme, TOPSHOP could run a launch competition, getting people to share their interesting facts about the heritage of the 1920’s.

The ‘most interesting fact’, (the one retweeted or shared the most) would win TOPSHOP vouchers to spend in the 1920s store, as well a personal shopper for an exclusive luxury 1920’s shopping experience.

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In Store Experience: Locaiton: TOPSHOP FLagship store, Central London. (216 Oxford

Street London, Great Castle Street Oxford Street, West End, Greater London W1W 8LG.)

The Experience:

Everything in store would be reimagined to the style of that of the chosen era, to create a full living museum experience. This would include store signage, window displays, clothing tags, staff uniforms, the shopping bags used and even the music played. Other details to enhance the experience would include a ‘virtual dressing room’, using image mapping technology to show the cusomer a mirror refelection of themselves in the fashion trend of that era, giving them a personalised interaction with the culture and fashion heritage.

Product Range Launch:

As another way for TOPSHOP to increase revenue, (as they would fund the project) they could also launch an era themed fashion range, to coincide with the opening of the living museum. This range would feaure the use of the heritage tag designs and would allow the experience to extend to all TOPSHOP stores nationwide, opening opportunties for heritage connections to a wider public audience.

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In Store Experience: ‘Location’

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In Store Experience: ‘Experience’

Promotional posters to direct customers to departments around store, in the style of iconic 1920’s designs.

Staff and English Heritage volunteers in 1920’s clothes, offering a more realistic experience of being submerged in the 1920’s.

Virtual Wardrobe experience, using image mapping to project 1920s fashion styles onto the customer.

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Playing sounds of the 1920’s, such as Jazz from the ‘Roaring 20’s‘ youth culture.

Images of that store’s location during the 1920’s.

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2 In Store Experience: ‘Signage’

As most of the products purchased in store will still be the modern day clothing, the posters are design to combine the imagery of current fashion trends, reimagined in the style of the era, for example here the 1920’s.

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3 Product Purchase: As an additional educational piece of heritage, products sold in the living museum store will also have 1920’s themed tags containing information about the equivilant product back in the 1920’s with historical facts about the youth culture and trends of that time, prompting links to further exploration of the product heritage online.

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3 Further Connection:

‘Encouraging Continued Engagement‘ As a final takeaway from the store, customers will be encouraged to continue their heritage exploration online, prompted through the TOPSHOP website. Customer reciepts will also complete the experience, showing the transaction in both old and new currency, and producing a personlaised QR code linking you online to learn more about the 1920’s equivilant product to your purchase.

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