Are you stupid or what? It was February , and I was at my desk in the Guardian office. His habit of bellowing down the phone was unmistakable, and I had just written an article about how I was falling out of love with Topshop after a decade being in thrall to its shop floor. Green never did take kindly to criticism of the golden child of his Arcadia empire. Of the thousands of businesses that have been brought to their knees by the pandemic, Topshop is the most high-profile scalp; Arcadia Group collapsed into administration on Monday.
In its prime, it was the most glamorous store the British high street has ever had. From late until a few years ago, it was the rock star of retail. Its dresses regularly featured on the pages of Vogue. Every Saturday, the 90, sq feet of its flagship store on Oxford Circus were packed with shoppers high on catwalk-adjacent clothes at accessible prices.
At London Fashion Week, where the brand staged a bi-annual show from until , the Topshop front row regularly outshone designer labels with the glossiest celebrities, the sharpest new trends, the most copious champagne.
At those catwalk shows, Green would position himself in the place of honour, with Anna Wintour on one side and Kate Moss on the other. He was the uncontested king of the high street. As brand director, Shepherdson created at Topshop the kind of brand that had never before existed. His high profile collaborations made the brand more popular, and the Kate Moss collection in was a great example of this. Hundreds of people queued to buy items the supermodel helped produce when she partnered with Topshop to create a range for the store.
Kate had a close friendship with owner Sir Phillip Green, but the collaboration ended in Protesters believed he wasn't the right man for the job and accused him of tax avoidance. The flagship store in London had to close for three hours and people even super-glued their hands to the shop windows. However, it was found that Arcadia had actually paid significant amounts of corporation tax.
On the launch date, thousands tried to buy the items, causing the whole website to crash. But her partnership with Topshop didn't last long. In , Beyonce cut ties with the Topshop boss and bought him out of the company. It happened shortly after he was named in parliament as the man accused by a newspaper of sexual harassment and racial abuse of staff.
Coronavirus has hit businesses hard everywhere this year. Topshop is part of Arcadia Group Ltd. Some of the best top models of the moment are the face of Topshop in different advertising campaigns such as Cara Delevingne and Gigi Hadid, a strategy that definitely grow the brand image.
Topshop is really active on social channels, with all the accounts Facebook, Instagram , youtube , twitter is able to reach and to connect with lots of customer.
Topshop focuses on digital marketing , last year for example they invited everyone to share their personal look and to use the hashtag TopshopWindow , all images were collected and displayed on a screen located in the window of the store at Oxford Circus.
Your email address will not be published. Consumers who buy clothes online are more likely to buy bright colours, which grab attention onscreen, in contrast to shoppers browsing in stores, who will opt for classic black or neutral shades.
Tailored clothes are less predictable on the body, relying more on fit. As a hit-or-miss purchase online, they are less popular on digital platforms. The deal has the potential to revive two brands which had lost much of their fashion authority.
While a shocking 2, jobs are at risk as a result of store closures, Asos will retain some of the design and buying teams at Arcadia head office.
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