Introduction to the Brand

Founded in 1964 as an extension to the fashion brand Peter Robinson aimed to be a brand for “The young and different generation”, Topshop had a whirlwind first few years, starting with departments in the Sheffield and Oxford Street Peter Robinson stores, it only took 9 years until Topshop completely split off from Peter Robinson, in 1973, which would be for 25+ women and Topshop would then be exclusively aimed at 13-25 year olds. In 2 years it had 55 stand alone branches across the UK, bringing in a third of Burtons profits by 1978. It is known nowadays that Topshop creates collaborations with celebrities and brands, these started back in 1994 when they created a range with Red or Dead, followed by many more successful collaborations including Ivy park in 2016 and collaboration with designer Mary Katrantzou in 2012 both of these being sell out ranges on release and most recently a party wear collaboration in November of 2018 with designer Michael Halpern.

This report will question whether Topshop is too set in its old ways in which it grew its success, but now being overshadowed by the digital age and the take over of online retail. The brand needs to adapt to the new age of shopping in order to take over the current market in as much of a successful manner as they did in early years, if not there is danger of it blending into the background behind new exciting, sustainable fashion brands. Primary research was conducted in the form of surveys and questionnaires as well as market research both primary and secondary to find out if Topshop is going wrong in the current market and what it can do to regain the industry, this could be by adapting to the strategies of emerging brands or bringing back old or new collaborations while thinking ethically and sustainably in today's fragile climate.

Topshop has thrived for many years, being successful for its ever popular range of jeans and its ever growing multitude of unique clothing finds, however a number of events in recent years have seen a decline in sales and consumer reach. This decline is not only coming from a wider range of brands both in store and online emerging in recent years but also from actions that happen behind the scenes. Topshop has seen a number of scandals in its time from tax avoidance to labour crisis’ linked to a few big name ranges, it is no wonder it is losing some of its loyal customers to newer brands who offer an easier shopping experience with no second hand guilt linked to buying from them.