Whilst Topman had an iconic presence on the UK high street, they needed to find more meaningful ways to connect and drive engagement with their fashion- and tech-savvy customers online. The solution was to create the first social and interactive men's fashion magazine for a retail store. Topman Generation was born out of this and lives on every digital platform, exemplifying the best parts of a magazine - beautiful imagery, great storytelling and interviews with some of the biggest international stars.

Launch the campaign
Published
August 2012
Topics

The Story

Whilst Topman had an iconic presence on the UK high street, they needed to find more meaningful ways to connect and drive engagement with their fashion- and tech-savvy customers online. The solution was to create the first social and interactive men's fashion magazine for a retail store. Topman Generation was born out of this and lives on every digital platform, exemplifying the best parts of a magazine - beautiful imagery, great storytelling and interviews with some of the biggest international stars.

How do you make beautiful content stand out but have it work technically like great tablet apps across all platforms (desktop, tablet and mobile web)? You use HTML5 and JavaScript (JQuery, AJAX, Canvas) and device detection to create a dynamic front-end that works for each device. Then back it with a heavily customized Concrete5 Open-Source CMS. We even created our own API calls to deliver content to both desktop and mobile devices. Then added GEO location to specific content and used Topman's e-shop API to pull in product data.

The Technology

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    Mobile

    Mobile

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    Social

    Twitter

    Facebook

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    Video

    YouTube

The Results

Creating their own entertainment channel with rich content has resulted in more meaningful connections. Since its launch, Topman Generation has quickly become a regular point of discussion across the online fashion world and the site has already attracted over 550,000 unique visitors with 3% converting to the online store. In social, it has a reach of 1.4 million impressions on newsfeeds and 1.5 million on Twitter with 55% of the people retweeting content they have come across. And according to Sysomos, Topman Generations has generated over 81% positive sentiment.

550K

Unique Visitors

81%

Positive sentiments

20K

Downloads

Launch Date Dec. 12, 2011