Topshop is a popular British high street brand for women’s clothing that was founded in 1964, Sheffield. It has since gone on to have 500 stores, 300 of which are in the UK.
Its gained a reputation as one of the most fashion forward and affordable brands for young women. The brand began a ripple effect that has seen all high street clothing lines step up their game.
Topshop clothing is considered an essential part of a young woman’s retail life. Its seen in practically every teenager’s wardrobe and even has a menswear off-shoot, Topman.
They manage to have a high turnover of products whilst staying fashionable and not breaking the bank. They also continue to reach new generations. Their clothing peppers the internet in fashion blog favourites and “hauls”.
Topshop clothing has been seen on beaches, in street style and even on the red carpet. Its recent celebrity fashion designers have included Kate Moss and Kylie and Kendall Jenner. Thus, broadening their reach and influence.
This shows that they not only have a wide appeal but have their finger on the pulse of young consumers. As a result, they have moved into content creation both online and off.
This is not particularly new for the retail market but their vantage point has captured a generation of followers and readers. In turn, this does make new customers but it also produces some darn good articles. In fact, many publications are doing the opposite as they’re moving into eCommerce.
The print Topshop magazine may not be a main contender (yet) but it is available for free in-store. It has also had such contributors as Susanna Lau aka. Susie Bubble and Leandra Medine of Man Repeller. It focuses on both fashion trends, style advice and retail.
For contributing bloggers, this gives them another platform to share their views whilst also imparting their fashion knowledge. Meanwhile, Topshop get to flex their in-the-know muscles. Everyone wins.
Of course their articles are interspersed with editorial photoshoots of their clothing which provides consumers with fashion inspiration. It’s advertorial but this translates nicely online where such distinctions are blurred amongst fashion bloggers.
The online arm of Topshop magazine is Inside-Out style blog that has daily posts on fashion inspiration. This includes fashion weeks and their own fashion shows.
Then they have style Q&As, fashionista’s holiday postcards (photo blog posts), lookbooks and teasers of their new collections. Their playlists and live music reviews continue with a fashion focus.
They also have a ‘The Way We Work’ section that gives an insight into what it’s like to be employed by Topshop whether it’s personal shoppers or PR. There’s a lot going on but it’s all on-brand Topshop fodder.
It can be twee and there’s a touch of the aspirational high fashion life without reaching too far. It’s all online friendly and positive content.
Inside-Out does come up against competitors like Nylon magazine and yet the many Topshop events allow for a light-hearted look at high street fashion. It may not be the most popular or lucrative part of their brand but it does the job.
The Topshop blog keeps them relevant, puts a face to their business and promotes their stores, again both online and off. It’s a fun read for Topshop lovers everywhere and will keep you wanting more.