After more than 4 million viewers tuned in to the livestream of its last fashion week show in February, Topshop is trying to one-up itself again: For its Spring 2014 collection reveal on Sept. 15, the high street retailer is using a mobile app called Chirp to distribute looks from its show via sound.
Chirp is a mobile app that allows users to transmit images, links and contact information to iPhone and Android devices via sound. "Chirps" can be transmitted over radio, or a YouTube video, or by someone in the immediate vicinity; to receive them, users need only have the app installed on their mobile device. Check out the app's introductory video:

Topshop will use the app to distribute images, including prep and backstage shots, to show attendees via several "Chirp locations" installed around the event area. The show itself is taking place in a specially designed space in Regent's Park this season, one that rather closely resembles the building Burberry constructs for its biannual show in Hyde Park. The new space provides seats for 690 attendees, plus another 120 in standing — about 25% more than the previous space, the Tanks at the Tate Modern, allowed.
Consumers will be let in on the Chirp experience at Topshop's Oxford Circus flagship in London, which has been outfitted with a Chirp and Twitter "garden" (see concept illustration, above). There, shoppers can walk through to receive image transmissions to their devices via sound, or simply tune in with a headset. Consumers at home will be able to see the same images on Topshop's website. Once again, Topshop will be live-streaming its show with unique features that allow viewers to see color options of products as they appear on the runway. Viewers will also be able to capture and share their favorite looks to Facebook and Twitter through a "shoot the show" tool.
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E-commerce will again be at play as well: All of the makeup products used in the show will be available immediately for purchase and delivery after the show concludes. Certain apparel and accessories will also be available for pre-order for delivery three months ahead of store arrival.
For more, check out Topshop's show trailer below, and tune in to topshop.com at 3 p.m. GMT on Sunday, Sept. 15 to watch the show live.

Image: Topshop