The TopShop Project

Erin Gosson linked up with us here, in spring of 2015, with her analysis of TopShop and an investigation of the brand as it appears on either side of the Atlantic.

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2 thoughts on “The TopShop Project

  1. Who is Topshop???

    Topshop is a women’s fast-fashion clothing store that is based in the UK. Established in 1964 in the basement of a Peter Robinson (department store in England), Topshop now has more than 500 stores worldwide including 8 flagship stores in the US and 52 pop-ups with in Nordstrom. The store belongs under the Arcadia group whose chief executive is Philip Green. Arcadia group includes British high street chains Burton, Dorothy Perkins, Evans, Miss Selfridge, and Topman.
    Topshop defines their customer not by certain demographics but by “her” attitude towards fashion. She is all looking for latest fast forward trends, addicted to fashion, has a unique look, throws away the rule book, and is loyal to the brand. With a broad spectrum of target customers Topshop has many collections to ensure they reach all of their customers needs.
    In 2001, Topshop launched their in-house designed collection, Unique. Shortly after in 2005, Unique, showed its own part of the official London Fashion Week schedule. This being the only British high street brand to do so. Topshop teamed up with Google so their customers could watch their live runway show.
    Topshop has collaborated with many celebrities and top designers such as Kate Moss, Christopher Kane, Marios Schwab, Jonathan Saunders, Richard Nicoll, Todd Lynn and Louise Goldin. Their newest collaboration is a global athletic street wear brand with Beyonce that will launch in the fall of this year. (More information: http://www.forbes.com/sites/aliciaadamczyk/2014/10/27/beyonce-to-launch-activewear-brand-with-topshop/)
    Topshop always offers the latest fast-fashion which means they need to know what the latest trends are going to be. For this research project I will be focusing on the following questions:

      What does Topshop predict are the newest trends?
      Does this match what others are predicting?
      What will actually be adopted by their customer?
      Will these trends be different in the US compared to the UK?
      How do fashion trends migrate from one place to another?

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