It’s been said that Topshop was once “like a fashion Disneyland”. With its range of clothing, accessories and beauty products, the store was pioneered as a destination for young people to experiment with fashion. Now, in the wake of the Topshop ownership crisis, the question arises: Can Topshop ever be restored to its former glory as a fashion paradise? Drapers takes a closer look to see if there is any hope for the iconic store.
1. Topshop: Fashion’s Faded Fairytale
Once upon a time, Topshop was one of the leading names of the fashion industry, seen as one of the trendsetters in the field. Celebrities, stars and socialites alike flocked to its stores for the latest fashion statement, and its online presence was unrivalled. But, after the turn of the decade, Topshop’s tale has been slowly fading.
The iconic brand has gone from cutting-edge fashion designs to mundane basics. The stores have become the main target of critiquing due to lack of innovative style, while its prices seem to have skyrocketed with inflation. And against fierce competition from the likes of ASOS and Boohoo, it’s beginning to look like fashion’s favorite fairy-tale may soon come to an end.
- Trends have become stagnant
- Price has become expensive
- Competition from online retailers
2. Rediscovering Retail’s ‘Disneyland’
The pandemic drastically changed the retail landscape, putting an abrupt stop to physical stores and introducing an increasingly popular online shopping environment. However, retailers are now looking to find a way to make shopping at a physical store fun and safe again.
The idea of recreating stores as “Disneylands” has gained momentum in recent months. Retailers are coming up with innovative concepts to make their stores more dynamic and interactive. These concepts range from digital games and screens at checkout to personalized shopping experiences and augmented reality. Retailers can make shopping into an interactive experience and turn stores into fun, safe, and entertaining places. Some ideas to consider include:
- Adding attraction-like experiences in stores, such as interactive games, informative displays, and virtual reality booths.
- Offering a range of activities that customers can participate in while shopping in the store.
- Hanzi-trained employees who can answer customers’ questions and offer personalized service and advice.
- Special services such as ordering items online and picking them up in-store.
- Innovative loyalty programs to help customers feel valued and appreciated.
By creating a “Disneyland” experience for their customers, retailers can create an engaging and immersive shopping experience that is both safe and enjoyable.
3. Rekindling the ‘Topshop Magic’
The Times They Are a Changin’
Topshop’s former innovative fashion designs, unique trends, and powerful marketing campaigns were the brand’s major success. Unfortunately, due to the company’s lack of focus and its inability to anticipate changing customer needs, the ‘Topshop Magic’ had slowly began to disappear.
The coronavirus pandemic highlighted the urgency of Topshop’s need to reinvent themselves, driving Topshop to make many essential changes and focus more on customer engagement. In doing so, the brand has introduced more accessible prices, implemented online shopping convenience and modernized in-store services. Topshop has alsoannounced plans to provide a more diverse array of clothing size and styles, including plus sizes, petite sizes and a range of western and eastern-inspired designs.
By adapting to the changing customer needs and adapting to the current trends, Topshop is proving once again that they are a brand with staying power and they are firmly committed to rekindling the ‘Topshop Magic’.
4. Reviving the ‘Retail Royals
Retail Royals are the next generation of shopping experiences. They provide shoppers with a range of exclusive services, from unique discounts to personalised shopping experiences. This is the perfect way to make sure you are getting the most out of your shopping trip.
- Exclusive discounts
- Personalised shopping experiences
- Unique goods and services
Coupled with a range of online services such as exclusive discounts, customer service support and streamlined payment options, Retail Royals are sure to make a splash on the retail market. They are the perfect way to make sure your shopping trips are more enjoyable than ever.
At Retail Royals you’ll find the best deals, the latest products and the most helpful customer service around, all wrapped up in one memorable experience.
Once the dust settles and reconstruction is complete, the future of Topshop’s “fashion Disneyland” is unclear – only time will tell. But it’s safe to say that the era when this iconic brand stood for youthful glamour, innovation and creativity isn’t too far behind us.
