Topman sets up newsroom to make sure its daily videos are always on trend

A third series, dubbed ‘Openshoot’, features UK music acts. The videos will be pushed out onto the brand’s YouTube channel, its main hub for video, but will also be fed through Facebook

All three formats have been designed, in partnership with content agency Somethin’ Else, to allow Topman to produce videos more regularly in a way that fits with its wider content strategy. The ‘always-on’ approach to video production is set to play a bigger role in the marketing for fashion brands, given that their audiences arguably consume more than most.

“It’s becoming increasingly important that Topman utilise video to communicate with their customers as its becoming the norm for the way people consume content online, particularly their audience who it’s almost second nature,” said Hannah Lury, the client services director on the Topman account at Somethin’ Else.

Hundreds of fashion items flood into the retailer every week and as such it needed a model capable of transferring that speed to where people are consuming content most – their smartphones. While Topman boasts a robust online offering, particularly in the social space, its videos were geared around longer-form, less timely productions that weren’t keeping up with the up-to-the minute shifts in fashion.

Topman had originally tasked the agency to relaunch its ‘Topman TV’ YouTube channel but very quickly realised a broader strategy was needed to make ensure its videos are fit for purpose.

Lury added: “It’s not new that they producing high quality content online quickly. What is new is that they want to do that in film to a level of quality that a brand like Topman expects.”