TOPSHOP/TOPMAN X FRA (Industry Project)

The Fashion Retail Academy have teamed up with Topshop and Topman for a new project. Our project is to create an event and campaign to promote Topshop/Topman in Austin, Texas.

Here is our presentation which we pitched to TOPSHOP and TOPMAN executives:

EVENT:

Our event will be held at the rivalry game between Texas Longhorns and Texas A&M Aggies which is held every year during thanksgiving weekend. This will create a lot of interest with the students demographic because it is the University of Texas football team playing.

Free food and drink will be handed out, they will receive a stamp on their ticket. They can choose from a hotdog, corndog or a taco and for their drink they can have coke, lemonade, slush puppy or water.

During the half time show, there will be a catwalk of the latest Topshop/Topman clothing. The models will be volunteers from the campus so they can be involved. Cheerleaders will dance on the field to keep the audience lively. We will play music focusing on the genres of country, blues and rock as this is popular in Austin, Texas. We will use local artists and hold auditions at the university to celebrate their music.

There will be fireworks at the end of the halftime show and confetti cannons which will be filled with Topshop discount vouchers.

There will be Topshop and Topman clothing being sold in the stadium at all the merchandise counters and on market stalls outside the stadium. Throughout the snapchat week leading up to the game we will have market stalls at the University of Texas, where they can buy clothing and use their discount vouchers.

CAMPAIGN:

We decided to choose an androgynous model for our campaign as it would make an impact. Willy Cartier would create the image that we want to portray. Being an up-and-coming model we wanted to help boost views on androgynous models in Austin.

Our idea is to have Willy Cartier dress in Topshop and Topman clothing, to break gender stereotypes. The fact that he has female and male characteristics will make this campaign interesting and memorable. This would make an impact on change and will have people talking on social media.

We were influenced by the lush valentines campaign earlier this year, where they posted a picture of two men having a bath together with Lush products. Everyone began talking about this movement on social media which made this campaign memorable. Yesterday, we walked past a poster at the tube station which featured a man dressed in a bright pink tutu for Missguided, this was very eye catching and made you take a second look.

Therefore, our idea is unique and would get people talking about the campaign and making it memorable.