Top Shop/Top Man, the Arcadia-owned fashion store chain, is
revamping its web site to support a tie-up with Universal Music.
Customers will be able to visit the site to create a customised CD of
dance music from Universal artists. Consumers who visit the ’Off the
Wall’ section of the site will be able to create a CD of ten tracks for
The tie-up with Universal is designed to build awareness of the site
among a target audience of 15- to 24-year-olds, who are fans of dance
music. Arcadia also hopes to use the scheme to test interest in
Top Shop/Top Man’s marketing consultancy, Cube, put together the
Universal link-up along with music promotions company Razorcuts.
The web site also includes a database-building element for Arcadia and
Universal Music. Consumers will be invited to answer several profiling
questions before they compile the CD. Online credit-card orders will be
handled by Razorcuts, with CDs delivered within 48 hours.
The promotion runs until January 30 and will be supported by a press
campaign and leaflets in 40 UK stores.
The site is www.tops.co.uk.
This article was first published on Marketing