Topshop Goes Internationally

In 2005, Topshop became the first high street name to stage a catwalk show in London Fashion Week. It was Topshop’s first time to be on the screen in front of millions of international audiences. It signaled that Topshop should recognize the international market.

In order to establish Topshop as an international trendsetter, Mr Phillip Green, the owner of Topshop, believed “both through flagship overseas outlets in big cities and, much easier and faster, through online retailing.” (TIMES ONLINE)

Nowadays, 5 years has been gone, Topshop already owns over 100 international locators in Asia, Americas and Europe. For the future market expansion, Topshop basically aims at the market at Canada and some other big countries in Asia such as China. As succeed launching its first retail store in New York, Topshop will also consider developing more outlets in America in order to satisfy Americans’ demand.

Topshop's target market changed in the past 15 years

Topshop is a chain of women clothing retail stores in UK, as well as in the other countries across the continents. Its target market changed basically due to style and region.

Back in 1900s, Topshop was only considered a flop shop or an unfashionable phenomenon in Britain. But after a decade expenditure, it successfully transformed to be a trendsetting retail brand. Until 2005, Topshop was finally reconized in the public because its Unique collection becomes the first high street range to be shown on the catwalk as part of the official schedule of London Fashion Week. When it came to 2007, the arrival of the first collection designed by supermodel Kate Moss's made another sinigicant change in Topshop history. Topshop also became a mixed contemporary celebrity and trendsetting retail brand. It targets the new generation as well as those run-way models and celebrities like Kate Moss.

In the past 15 years, Topshop forcused on Europe basis business. Nowadays, Topshop starts expanding its business internationally. The first branch store in the United States was launched in New York Soho in last April, 2009. and more flagship stores will be located in different states in the U.S.

Topshop Major Market Situation

Topshop takes American plunge

By Greg Wood


BBC News, New York





Loud music and edgy fashions, boldly displayed with a very British flavour. That is Topshop's new flagship store in New York.





http://news.bbc.co.uk/2/hi/business/7978055.stm



Analysis:


Under economic depression, people would cut bugets on shopping as we have expected in the U.S. Launching the first flagship store in U.S. for Topshp, a british clothing company was considered to be an investment because most of the Americans may no longer spend money on luxury cloths. However, the fact proves that Topshop has become a sucessful investment here. In the U.S., no matter how bad the economy is, people never save money clothing spending, especially for girls and women. Therefore, in anticipation, more Thpshop chain stores will be open within few years in some states in the U.S.
This month, Topshop will be collaborating with three eminent designers: Ann-Sophie Beck’s slashed horror-inspired clothing, Jonathan Saunders’s work wear, and Ashish’s studded collection. Having new designers to join, more customers will be attracted to visit it branch stores including some customers never shopped. In this way, by adding new fashion elements to stores in a short period of time can keep this company being fresh in everyone’s mind. This is what essentially means fashion.

TOPSHOP MISSION STATEMENT

Mission Statement

Topshop is considered to be the ultimate pioneer of high street fashion in London, gaining much popularity over the last decade. Our first American shop was launched in Soho, New York City, last year. That marked the start of our international journey, and soon we will have stores in China, Japan, Korea, and other high fashioned Asian countries. Topshop is committed to delivering runway fashion to everyone on the street by expanding our worldwide market.