Topshop official website to relaunch TODAY as brand plots high street return
Fans of the iconic British brand can now shop on Topshop 's new standalone website.
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It is the first time in four years that shoppers can do so, with the brand's original online shop axed following its sale to Asos.
To celebrate its return, the brand has curated a 40 piece collection with model Cara Delevingne, including a borg trench coat for £110.
Customers can also shop iconic pieces, such as Topshop's Jaime Jeans.
The ultra skinny jeans were a staple for many millennials back in the day.
Last September, Asos sold a 75% stake to the brand to Bestseller, a Danish retail group that owns Jack & Jones.
Since then, the Joni Jeans maker has made multiple hints about making a return to the high streets.
In April this year, Topshop launched a pop-up at Defected Records, much to the delight of shoppers.
This month, the brand will also begin selling its clothes in McElhinney's a department store in Ballybofey, County Donegal, Ireland.
It will be the first time its clothes will be sold in a physical store since it moved into the online retail space.
It comes after Michelle Wilson, MD at Topshop and Topman, previously told Drapers that the brand had something up its sleeve for August.
Topshop teases high street return
'We have something planned in August to bring Topshop back into real life again, with a more semi-permanent presence than the one-day pop-up,' she said.
But Wilson added that they aren't trying to "recreate" the Topshop that millions knew and loved.
She explained that the clothing store will be given a 2025 makeover to allow it to compete with the current climate.
As part of the relaunch, Topshop will be at Trafalgar Square in London tomorrow, August 16.
It will host its first runway show since 2018 and preview its autumn and winter 2025 collections.
WHAT HAPPENED TO TOPSHOP?
The rise of e-commerce and the shift in consumer behavior towards online shopping caught the brand off guard.
While competitors like Zara and H&M quickly adapted to the digital landscape, Topshop struggled to keep pace.
Additionally, the brand faced criticism for its fast fashion model, which became increasingly scrutinised for its environmental impact and labour practices.
The rise of more ethical and sustainable fashion brands further eroded Topshop's market share.
Financial troubles began to surface within the Arcadia Group, exacerbated by Sir Philip Green's controversial business practices and personal scandals.
In 2019, Arcadia Group entered a company voluntary arrangement (CVA) to restructure its debts, leading to the closure of several Topshop stores.
What makes the brand so unique?
THE return of Topshop to the high street has left fans in a frenzy.
Sun Savers Editor Lana Clements explains what makes the brand quite so special…
Topshop was so much more than a clothing brand for millennials. It is woven into the tapestry of our coming of age.
For me, the love affair started pre-teens coveting Freedom jewellery mood rings and yin yang symbols on black cord necklaces that were synonymous with the 90s.
But as I grew up, Topshop was with me every step of the way. From the signature everyday Jamie skinny jeans to almost all my Friday night outfits.
Until Topshop, high street fashion simply imitated trends led by top designers.
But the brand became the forefront of cutting edge fashion, setting trends rather than following.
This was underlined by Topshop Unique becoming part of the London Fashion week schedule in 2005, featuring the likes of Cara Delevingne and Jourdan Dunn on the runway.
But nothing secured its status as a fashion leader more than its iconic collaboration with Kate Moss.
A range would sell out in a matter of hours as shoppers scrambled to own THE item of the season from the vests and tassel waistcoats to pretty tea dresses and tiny denim shorts.
The Oxford Circus store was a long-time mecca for fashionistas. I still remember the buzz of heading down the escalators, completely overwhelmed by the choice of clothes and not knowing quite which way to turn first, as you were plunged into retail heaven.
Yes, the brand has carried on online after being bought by Asos. But it just wasn't the same.
Let us millennials relive our youth and bring back those physical stores.
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