Fast Fashion Brand Topshop Officially Opens Shop In The Mainland

After considerable speculation, Britain

brand

Recently announced officially opened shop in the mainland.

According to the world clothing and shoe net, Topshop will open at least 80 stores in the mainland.

At the latest, before 2018, you will see the first Topshop store in Beijing or Shanghai.

In 2012, Topshop opened a flash shop in Jin Guang Hua Plaza, Shenzhen.

The reason for this is that it is not a general authorized store.

Topshop Kim Guanghua shop is the

The British Arcadia group, authorized by the British stylist RayLee, is intended to "test the water in the form of a preheated store before entering the Chinese market."

Earlier, Topshop and Beijing buyer shops also had "non space" cooperation.

But these are not official moves. (Topshop also opened the first store in Hongkong in 2013, and the scale is negligible compared to the whole market.

The official opening of this store is that Topshop's partner is luxury goods supplier.

2 years ago, Topshop worked with the company to synchronize the sale of new products on its website, and operated its flagship store by Shang pin network.

PhilipGreen and KateMoss

In recent years, this prudent British brand has been slower than its competitors in the world. According to the times, Topshop has more than 620 shops in more than 40 countries.

Zara has more than 2100 stores in the world (Inditex owns more than 7000 brand stores), and H&M has more than 4300 stores.

In the way of overseas expansion, Topshop chose to cooperate with agents instead of setting up outlets like Zara and H&M.

According to a person close to Arcadia's chairman PhilipGreen, the latter has never found satisfactory partners and is reluctant to enter China.

Topshop opened its first store in the United States in 2009. In 2012, PhilipGreen sold the shares of Topshop and Topman25% to the US private equity Finance Companies LeonardGreen&Partners for 2 billion pounds. At the same time, China began its expansion plan.

The opening ceremony of the first store in Hongkong

Topshop is not well known among Chinese young people, at least it has raised many Taobao buyers.

We compared the new products of the British official website and Tmall flagship store, although the lag in the update of new products, but the product price difference is not large.

Topshop Taobao flagship store sells popular Topshop UK official website

After the first taste of the mainland market online, Topshop is still a little late to expand the Chinese market. Fast fashion giants such as Zara, H&M, UNIQLO and C&A have occupied the Chinese market.

At the same time, the fast fashion industry has been ups and downs in the world, and the overall growth rate has begun to slow down.

Some brands, such as A&F and Forever21, are also not very comfortable. Consumers are cutting down on the trend of pursuing fast fashion, and people are paying more and more attention to quality and service.

Is there any chance?

Compared with its competitors, Topshop has a slightly higher price and a better reputation for quality.

But how to make these characteristics known to as many target consumers is a big problem for any company.

It's not easy to open 80 stores for Topshop.

At present, most of the people are concentrated in the more comprehensive consumption of shoppingmall. The Topshop authorization may help the negotiation of Shang Ping net, but it will not be an equal foe with its competitors.

In 2015, there was a wave of layoffs in Shang Ping network. The company responded that it was "organizational restructuring".

However, luxury electric business has been an indifferent business in China, and many luxury electric providers have been stagnant after buying luxury brands in early years.

Chinese consumers have been accustomed to consuming luxury goods overseas for a long time. Whether they are purchasing agents, sea tours or tourist purchases, they have greatly diverted the business of luxury electric providers.

Another question is whether, after the Topshop Tmall store was rationed in 2014s, did Shang Ping net accumulate enough data to help locate the site? Is it enough for young consumers to provide references for Topshop?

As of press release, there is no clear message from Shang pin and Topshop.

More interesting reports, please pay attention to the world clothing shoes and hats net.