She is the most successful retailer in Topshop history, she turned Flopshop into one of the high street top shops, and she is Jane Shepherdson. 2005 was the worst customer downturn in the past 20 years, but she helped Topshop to make a profit of £100million. Trusted to make an order for the jersey department, Jane stuck her neck out and ordered tank tops - and sold 500,000 in a week. Her secret being successful in retailing is she takes all risks. She said “"People who play safe will not be safe. There are a lot of retailers out there who have just settled into what they do and stayed the same, and that was OK when there was a lot of money around. Now there isn't, they're the first to go. To stay at the front, you've always had to move forward and take risks. And I think it will be more and more obvious that those who take risks and innovate are going to leave the rest behind."
Fashion is an extreme business different from any other businesses because it doesn’t follow tradition. Change in style is the main definition of fashion. In order to express the idea to every customer, Shepherdson and her team workers dress whatever they feel like everyday. Design should not be exhibited on the hangers but on these life models catwalking in the store.
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