Topshop: ‘It’s not really how I dress’

Image caption Urban streetwear is all the rage now, say shoppers Catherine Thynne and Beth Armstrong

“I’m a lot less interested in Topshop nowadays, it’s just not really how I dress,” says 24-year-old advertising account executive Beth Armstrong.

Customers like Ms Armstrong are one of the reasons that UK High Street retail chain Arcadia, owner of popular brands such as Topshop, Miss Selfridge and Dorothy Perkins, is in trouble and seeking a rescue deal.

“What’s in style right now is streetwear, and Topshop hasn’t got much of that,” she tells the BBC.


Latest Discounts
  • How to make a 1920s flapper style dress in only one hour.
  • Are you frustrated that your expensive karoke player does not let you play.
  • Know how to eliminate bacterial vaginosis forever in 72 hour.
  • Build a free viral email list on autopilot and make thousands of others do it for you.
  • Reveals 1 Unusual Tip To Eliminate Excessive Sweating Forever In 48 Hours
  • The Best RSS Autoblog Tool For Blogger Blogspot Blog.
  • Make Money Online With This Pre-Loaded Wordpress eBook Store.
  • Helps You To Lose Weight In Just Four Weeks Without Strict Dieting And Exercise.
  • Discover How To Add 20lbs To Your Bench Press, 15lbs To Deadlift, And 20lbs To Your Squat In 3 Months
  • The Latest Boat Design Software Start building your dream Boat In 5 Mins
  • ApeSurvival is all about survival and self-defense products, tips and news.
  • This Affiliate System Will Have You Raking In Massive Commissions From Affiliate Marketing.
  • Discover A Habit Busting Program Gives You The Ability You Have Always Wanted.
  • The stunning secret of turning your wife on with the push of a button.
  • Discover how to boost your goal achieving skills in 30 days, guaranteed
  • Quickly cure your acid reflux and enjoy permanent freedom from heartburn
  • Become A Certified Usui Reiki Healing Master With The Latest Reiki Certification Program.
  • Clickbank Ads
     

    Ms Armstrong is a typical consumer, someone who used to shop there often, but has since moved onto other brands.

    Meanwhile, she says that people younger than her don’t see Topshop’s styles as being “on trend”.

    Of course, the current retail environment is tough, but consumers still like to shop – they’re just pickier about where.

    At the peak of its popularity, Topshop clothes could be found in the pages of Vogue alongside high-end couture, but now it’s a different story.

    Have we just fallen out of love with Topshop?

    Image copyright Getty Images

    “[People] are shopping at places like & Other Stories, Weekday, Cos and Urban Outfitters,” says Ms Armstrong.

    “I also buy a lot of stuff from Nike.”


     

    Ms Armstrong’s friend and colleague Catherine Thynne, also 24, is more positive about Topshop, but buys less than half of her wardrobe from the retailer nowadays.

    “I shop in Topshop loads, but the fashionability is a bit hit and miss,” she says.

    Both Ms Thynne and Ms Armstrong also buy a lot of clothes online, from places such as Asos, Pretty Little Things and Misguided.

    Young men the BBC spoke to had a similarly negative impression of Topman.

    “It’s definitely less popular – they’re quite behind what men want to wear,” says university student Ben Reynolds, 19.


    Latest Discounts
  • How to make a 1920s flapper style dress in only one hour.
  • Are you frustrated that your expensive karoke player does not let you play.
  • The Best RSS Autoblog Tool For Blogger Blogspot Blog.
  • Discover One Weird Trick That Forces Your Body To Eliminate Hemorrhoids In 48 Hours
  • Quickly cure your acid reflux and enjoy permanent freedom from heartburn
  • Make Money Online With This Pre-Loaded Wordpress eBook Store.
  • Discover how to boost your goal achieving skills in 30 days, guaranteed
  • Build a free viral email list on autopilot and make thousands of others do it for you.
  • System unleashes the groundbreaking secrets of the latest demolisher betting system.
  • Know the way your clothes fit is what separates You from the average guys.
  • Dont Let Social Anxiety Control Your Life Any Longer. Start Living.
  • Reveals 1 Unusual Tip To Eliminate Excessive Sweating Forever In 48 Hours
  • Change Your Mind, Change Your Life Influence Your Mind and Others.
  • A Truly Unique Extract Of The Greatest Methodologies For Keeping The Body And Mind Young And Agile.
  • Discover How Your Beliefs and Emotions Affect Your Ability To Achieve All Your Goals And Dreams.
  • Discover How To Add 20lbs To Your Bench Press, 15lbs To Deadlift, And 20lbs To Your Squat In 3 Months
  • Download the latest official drivers for your PC fix driver problems and keep them updated.
  • Scans your computer for missing, corrupt, or outdated Windows Drivers.
  • This Affiliate System Will Have You Raking In Massive Commissions From Affiliate Marketing.
  • Discover A Habit Busting Program Gives You The Ability You Have Always Wanted.
  • Clickbank Ads
     

    “It’s generic – you get your essentials from Topman like black t-shirts or jeans, but if you want more fashionable stuff you go to Urban Outfitters.”

    Threat from sports brands

    Their views don’t come as a surprise to Maureen Hinton, retail research director at GlobalData, because fashion retailers are now facing much stronger competition from newer brands.

    “Topshop tends to be more expensive than its competitors but it doesn’t have the fashion kudos anymore – if you’re paying a premium, it isn’t exactly worth it now,” she tells the BBC.

    “And Miss Selfridge is quite niche [in its appeal].”

    Image copyright Nike
    Image caption Nike has been releasing activewear collections in a wide range of colours and patterns that focus on “creative self-expression”

    Ms Hinton cites former Topshop brand director Jane Shepherdson as a “visionary” leader who marketed the brand “strongly”. Without strong leadership, a strong brand identity and a lack of investment, she feels that the retailer is floundering.

    And then there’s the threat from sportswear brands.

    “Another factor in diluting the sales of these secondary fashion brands is how strong the sports brands have become with athleisure fashion,” she says.

    Ms Hinton says sports brands such as Adidas and Nike are now competing directly with fashion brands: “The spending is being spread across more retailers. Topshop is not top of the list anymore.”

    Mixed marketing messages

    Natalie Berg, retail analyst at NBK Retail, feels that Topshop and Miss Selfridge have fallen behind in popularity because they haven’t been as aggressive in embracing technology as other retailers have.

    “Topshop is an iconic brand but its main problem is that it hasn’t followed the customer. It’s still too reliant on concessions in department stores when it should really be focused on the 21st Century version – online marketplaces and social commerce,” she says.

    “Partnering with Asos is a great move but they’re clutching at straws now, this is something they should have done years ago.”

    And although Topshop’s flagship store in Oxford Street, London features experiences galore, this same strategy is not implemented across the rest of its outlets.

    Image copyright House of Lady Muck
    Image caption Topshop’s flagship store in Oxford Street includes a range of experiences, such as nail bar House of Lady Muck

    Simon Penson, founder and managing director of UK-based digital content marketing agency, Zazzle Media, disagrees with Ms Berg about Topshop’s use of technology.

    Topshop was one of the first retailers to launch an app. The real problem, he says, is that Topshop “doesn’t have a cohesive marketing approach”.

    He feels the retailer has also missed a trick by not collaborating with influencers on collections.


     

    “They should have clarified a digital approach and an in-store approach that would work together,” he says.

    According to Zazzle Media, online brands Boohoo and Asos, as well as High Street retailer New Look, began using digital marketing features like catwalk videos and inspirational photo collections featuring outfit ideas in 2011 and 2012 respectively to promote products.

    In comparison, Topshop’s website still doesn’t have catwalk videos, and its photo collection section – showing models in various outfits – is less sophisticated than other websites.

    The Philip Green factor

    But it’s not just about the clothes.

    In recent years, Arcadia’s chief executive Sir Philip Green has been in the media a lot – with allegations, which he denies – of sexual harassment and anti-feminist views.


     

    With the digital age, all of this information is readily accessible online, and some young people have told the BBC that they no longer feel comfortable supporting brands owned by Sir Philip.

    Image caption Instagram influencer Jamie Windust carefully considers a brand’s message when choosing whether to work with companies

    “Generation Z tends to stick with their morals more than any other generation when it comes to purchases, and they exercise brand loyalty more than anyone else,” says Mr Penson.

    Jamie Windust, 22, a popular influencer on Instagram with over 27,000 followers, who has collaborated with Asos in the past on campaigns targeting the LGBTQ+ community, tells the BBC:

    “I have noticed I’m cutting down – I try to shop where my ethics lie. I get sent a lot of stuff from High Street brands, but I tend to shop either vintage or charity shop.

    “When working with brands, it really depends on the message behind the campaign.”

    Original Article : HERE ; The Ultimate Survival Food: The Lost Ways

     


    RELATED PRODUCTS
  • Are you frustrated that your expensive karoke player does not let you play.
  • How to make a 1920s flapper style dress in only one hour.
  • Protect Your Family with Parental Controls Download Internet Filter Now
  • Discover how to boost your goal achieving skills in 30 days, guaranteed
  • Discover A Habit Busting Program Gives You The Ability You Have Always Wanted.
  • This Affiliate System Will Have You Raking In Massive Commissions From Affiliate Marketing.
  • Learn how to make wonderful smelling candles that put expensive candles sold in stores.
  • A Truly Unique Extract Of The Greatest Methodologies For Keeping The Body And Mind Young And Agile.
  • Change Your Mind, Change Your Life Influence Your Mind and Others.
  • Build a free viral email list on autopilot and make thousands of others do it for you.
  • Discover One Weird Trick That Forces Your Body To Eliminate Hemorrhoids In 48 Hours
  • ApeSurvival is all about survival and self-defense products, tips and news.
  • Dont Let Social Anxiety Control Your Life Any Longer. Start Living.
  • The scientifically proven way of adding inches of real height at any age.
  • Clickbank Ads