Perhaps most famous lately for its collection designed by model Kate Moss, and for its ubiquitous CEO, Philip Green (owner of the Arcadia Group, which also comprises retailers such as Miss Selfridge and Dorothy Perkins), Topshop has what might be considered to be unexpected origins.
Created in 1964 by Jessie Pearman as part of a department store, it now operates from its own stores in more than 20 countries, including Britain and the US, and carries an altogether cooler clout than its humble beginnings may belie. London, England, is also the home of the world’s largest fashion store – a Topshop that spans five floors and nearly 9000 square metres. Simultaneously combining affordability with hot-off-the-catwalk style, its rapidly growing global domination is perhaps not surprising, and the brand’s ability to follow trends and quickly transmit them to consumers is arguably consolidated by the fact that it is the only British high street brand to have a regular show at London Fashion Week.
The increasing media presence in today’s world means that fashion is appealing to a younger and younger audience, and while brands such as New Look, Miss Selfridge and Claire’s Accessories are targeted more principally at this audience, Topshop is maybe unique in being able to appeal not only to this pre-teen category (with the sweets by the tills if nothing else), but also to older teens, university students, and young mothers, as well as continuing to carry classic pieces and workwear to attract the 30-40 age range. Stores are edgy yet populist in their décor and music selections, and Topshop’s employees are expected to know about current trends, and dress to reflect them, increasing consumers’ confidence in them.
While Topshop is mainly known for its female clothing ranges, Topman was also created in the 1970s as a spinoff to cater for male customers and correlate with the growing value of the male fashion and grooming markets, and it is this – the brand’s equal willingness and ability to move with the times – that allows their place on the high street to remain strong and secure.