Brand Slam: Topshop vs. H&M

In this month's Brand Slam we pitch the experiential marketing strategies of two high-street fashion brands against each other: Topshop vs. H&M.

This month's Brand Slam features Topshop and H&M
This month's Brand Slam features Topshop and H&M


Event structure:

Topshop has worked with the likes of, Family LTD, Inition, Nock and Blonstein on previous campaigns.

Social footprint:

@Topshop has 1.28m followers on Twitter, more than four million likes on Facebook, and 6.6m followers on instagram.

Recent campaigns:

The retailer partnered with Olympus last May to host the Topshop x Olympic Pen Sumner School. The photography workshops benefited from the services of professional photographers and style bloggers, with snappy happy customers able to learn how to take decent pictures with the Pen camera.

The brand then teamed up with Pinterest later in the year to deliver a colour-focused campaign inspired by the four Spring/Summer 2016 fashion weeks, coined Pinterest Palettes. Users’ Pinterest boards were scanned to identify the dominant colour enabling consumers to create their own personalised colour palettes via the Topshop website.

Latest campaign:

Topshop opened the doors to a Christmas grotto at its Oxford Street store in early December, which it claimed would deliver a unique snow experience. Shoppers were invited to the pop-up for bespoke gift-wrapping services, including custom monogram and embossing, with proceeds donated to Save the Children. Personalised playlists were also available for visitors’ listening pleasure while they waited.


Event structure:

The high-street chain worked with the likes of Projection Artworks, Pavegen and Sfd on its most recent activation, and has also worked with Circle Agency on previous campaigns.

Social footprint:

@hmunitedkingdom has 220k followers on Twitter, while the brand has more than 27 million likes on Facebook. It also has 14m followers on Instagram.

Recent campaigns:

The retailer hosted a pop-up beauty lounge in east London in October, to celebrate the launch of its new beauty collection. Visitors who spent £15 or more on products, which included make-up and fragrances, received a free in-store treatment from H&M make-up, hair and nail artists.  At Christmas it offered a range of festive experiences from its flagship Oxford Street store, including embroidery, origami and Christmas decoration-making workshops.

In February this year H&M transformed its showroom into The Hub for London Fashion Week (LFW). The space operated as the temporary headquarters of official LFW publication The Daily, during the Autumn/Winter 2016 shows.

Latest campaign:

Last month H&M went ‘green’ for World Recycle Week, hosting a huge 3D projection-mapped animation outside its Oxford Street store. The installation featured green technology and encouraged shoppers to recycle their unwanted clothes, while a 24-tile installation in the entrance was powered by shoppers’ footsteps, illuminating strips under their feet. A 27-tile walkway on the second floor powered an interactive wall.


Event says: There really isn’t anything much in it, with both offering interactive workshops, Fashion Week related campaigns and involvement in charitable and good causes. I think this might be our first tie!

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

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