Topshop launches “competitive dating show” in attempt to appeal to Gen Z

Topshop Topman is launching a new “competitive (and speedy) dating show” in an unabashed attempt to appeal to millennial shoppers.

The high street fashion giant has partnered with Vice’s creative agency Virtue to create “Date Dash”, an online dating show which challenges contestants to create an outfit from the retailer’s collection.

Six three-and-a-half minute episodes will be released on both Topshop.com and Topman.com, with additional content hosted across the brand’s social channels and on digital displays instore.

Filmed in the retailers Manchester, London and Glasgow flagship stores, contestants must race to select an outfit to impress their potential date, who will then select their favourite before taking them out.

“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.”

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