Google, Topshop Team Up At London's Fashion Week
ANDERSON: Over the past week, some of fashion's biggest names have hit the London catwalk. Just in the past 24 hours, the likes of Burberry, Tom Ford and Topshop could be seen on the London stage. And when Fashion Week finishes tomorrow, it's expected to have brought in orders of some $155 million, that is why these weeks are important. Now for those who couldn't get a ticket to London Fashion Week, technology had the answer this year. Topshop teamed up with Google to show fashion fans what happens on and off the stage. I got a real backstage pass and talked with Topshop's Philip Green to find out more.</s>PHILIP GREEN, ARCADIA GROUP: The young generation, you know, you go to a restaurant there's four of them, five, six are having dinner or whether they're talking to each other I'm not sure. But everybody has got at least two gadgets in their hands. It's, you know, that's where the world is going. So as a choice, you know, we've got to be involved with the best technology companies -- Google they are. CHRISTIAN CUSSEN, HEAD OF MARKETING, GOOGLE Plus,</s>EMEA: The partnership with Topshop came about in the fall where Justin Cooke, the imaginative, you know, creative behind all of Topshop came in just for a general chat. And the ideas became so concrete and so fast that literally the day after we decided to target the Tape Modern (ph) Topshop show as kind of the coming out party for Google+ and Topshop showing off what brands can do with the toolset.</s>ANDERSON: Because I still want to get behind the scenes. I want to get behind the scenes for real. So come on, let's do this.</s>JUSTIN COOKE, MARKETING OFFICER, TOPSHOP: I was very fortunate to work on the first ever kind of live Twitter images from backstage at show. We've really taken that on a level. So we're going to have live video. You're going to see all the girls are going to be filmed and projected back in the space for the finale. But this is really, you know, this is advanced. This is like a film set. So the girls are -- everything is being captured. And it means you're capturing it here, but you can share it with people forever on different ways, on Topshop.com when the products arrive in stores six months later, you'll have all this content, all this excitement. This is what it's about.</s>ANDERSON: There's an allure about fashion shows that quite frankly you'll lose if you let everybody in behind the scenes. Are you worried about that at all?</s>COOKE: No, I think -- I think.</s>ANDERSON: The magic, that's what...</s>COOKE: But I think for me it's -- I'm looking from the other way, I want to take the magic outwards and share it with everyone, because you don't lose what's in the room. The people still have that. But it's like why would millions of people not get to experience that, because not everyone can be at the show. I think that's really what we're talking about. I think great brands make an emotional connection with the customer. And there's so much immersion in the room when the lights go down, when the music changes, we want to share that with everyone.</s>ANDERSON: How does this toolset work? And what sort of investment goes into providing the sort of technology overall that will work today?</s>CUSSEN: So the toolset is astoundingly simple. You started to sort of trickle out, really this river of content where you've got the models Cara and Jourdan and Topshop themselves sort of just posting photos and videos through the Google+ stream. You will have a hangout that shows people every single look that was shown on the catwalk and have them tell Topshop's buyers, hey, this is what I'd recommend to you as an everyday consumer what you should put in store for your fall collection.</s>ANDERSON: What about the UK economy, because you have got thousands of shops here. Things are tough. Again, is the government getting this right? Is the government getting this wrong?</s>GREEN: I wouldn't want to be the chancellor, let's put it that way. I mean, it's not simple. When you've had 10 years of, you know, spend it's tough. There's no easy solution. So I think you've got to keep it tight. We've got to be smarter, cleverer. Look, you talk to any retailer around the globe, everybody would like to have less stores. So everybody knows in the mix sort of the marketplace itself is changing.</s>ANDERSON: So you three, you do Facebook, right?</s>GREEN: Well, that's (inaudible).</s>ANDERSON: Can we just see your phone?</s>GREEN: No.</s>ANDERSON: Come on, bring the phones in. There you go. That's not his.</s>GREEN: (inaudible) old fashioned. But I promise you this, I bet these answer more than anybody else in my company. I was on the phone at 5:00 am to LA this morning to find out how the store numbers were.</s>ANDERSON: You're watching Connect the World live from London. The latest world news headlines as you would expect here on CNN at the bottom of the hour, plus every movie director dreams of winning one, the golden statue, the most coveted award in the industry as Hollywood gears up for their golden night at the Oscars this Sunday. I speak to one man hoping to take a little statue home. And Danica Patrick is making history and driving interest in NASCAR's most prestigious event. That and your sports update up next.