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Topshop launches digital dating game to woo Gen Z

Lauretta Roberts
09 July 2019

Topshop has turned to Vice's creative agency Virtue to create a  “competitive (and speedy) dating show” to appeal to Gen Z shoppers.

Date Dash challenges its contestants to create date-worthy outfits from its collections. Their potential dates will choose their favourite outfit before taking them out.

A series of six three and a half minute shows were filmed in Topshop's stores in Manchester, London and Glasgow and will be released on both and, with further content shown across social media channels and in-store digital displays.

"We believe that in order to reach a Gen Z audience, brands need to be entertaining and contributing rather than demanding,” Virtue’s managing director Gemma Knox said.

“These are all values that Topshop Topman believes in, which is one of the many reasons we are excited to partner with them. Being able to capitalise on Vice’s insights, channels, talent, production facilities and ability to tell stories, we are confident that we can help embed them in the world of a young audience by truly adding value to it.”

Topshop and Topman group brand and communications director Jason Griffiths, added: We have focused our efforts on producing dynamic content that entertains, informs, and emotionally connects our audience. Partnering with Virtue has taken us in a new direction, one that shines a spotlight on entertainment-first content that inspires in an inclusive, fun way.”

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