TOPSHOP, A Fast Fashion Brand With Dual Personality, Is Located In Shenzhen.

In the environment of economic depression, fast fashion Clothing brand So that young people can not only save their pockets, but also get fashionable demand. The price is affordable, design and production are fast and high-end luxury brand style, fresh and fast fashion brand is leading a new fashion trend.

It is reported that in May 2012, TOPSHOP, the famous fast fashion brand of Arcadia group, the largest clothing retailer in Britain, settled in Shenzhen. As an international fast fashion brand, Topshop has only two stores in Asia.

Unlike other fast fashion brands such as ZARA, which are fast laying channels to enter China, TOPSHOP is located in Shenzhen's pop-up shop preheating shop, also known as "guerrilla concept store". Fashion Critic, LC style net CEO Ma La:

Ma: in a specific time limit, in a specific location, all sales are for this service. Or choose some new sales, or choose a special series of sales. The topic effect is very good, and everyone is quite interested in such a fresh marketing feeling. It is more like the test water before the brand enters China.

Topshop is a business miracle of a fast fashion brand. Topshop1964 was founded in London, England. At that time, there was only a counter in the department store of Sheffield. Ten years later, Topshop became an independent retailer and gradually became a success.

Topshop now has 309 fashion stores in the UK, including one of the world's largest fashion stores in Oxford Circus, London, attracting 200 thousand consumers every week.

TOPSHOP has a series of product lines, covering all kinds of products. Clothes & Accessories And various accessories, from the retro and low-key English style to the vanguard style of exaggeration. In particular, the Unique series has stepped onto the stage of London Fashion Week by virtue of its unique design.

TOPSHOP Li Jianing, the non space head of China's channel cooperation partners, said that the modernism and classic, the exaggeration and low-key of TOPSHOP reflect the fashion spirit of "no class".

Li Jianing: it emphasizes the fashion without class. What they pursue is an informal style. Always lead the way, not a follower.

In recent years, some garment enterprises in China have tried to create fast fashion brands with celebrities, advertising and price offensives, but failed. Ma La said that the brand building ability of TOPSHOP is reflected in many aspects: it includes the reference and understanding of the big styles, the new marketing methods such as POP-UP, and more importantly, the transmission of distinctive clothing concept.

Ma La: it will combine the fashion wardrobe's wardrobe, dress concept, collocation idea, personal characteristics and brand, and cooperate with each other. These are all shaping up. brand image And FASHION INSIDE's feeling and means.

In the shaping of luxury clothing brand, it is the most important link to tell consumers a story that reflects brand history, style and culture. But for fast fashion represented by TOPSHOP, rhythm is more important than story.

Ma: this sense of rhythm is the rhythm of new products. Second, the rhythm of marketing and marketing means are very fast. From the traditional luxury goods to the fast fashion, the fashion turns faster and faster. It turned out to be the two quarter of the year. Now fast fashion has broken this speed. It will give users more and more fresh choices every week in the global chain stores.

Just like TOPSHOP's "guerrilla concept store", you can be a rigorous "water trial" for the traditional British gentlemen, and can also be seen as a pioneering spirit of pioneer creativity. Ma La said that the future TOPSHOP will label the British fashion with "double personality".

Ma: in itself, British fashion has a strong dual character. Now the British brand in the fashion concept has more and more pioneering and innovative feelings. This time, especially the concept store, is a very fresh way for them. But do not rule out the use of traditional retail flagship store. But these two kinds of things are not contradictory. If it can match and mix together, is it not more interesting?