British 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 the British stylist Ray Lee to set up the test before the official entry into the Chinese market. The other flagship store in China will be used as a reference.

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

But these are not official moves. (Topshop, 2013, and he opened the first store in Hongkong with LAC). 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 sell its new products on the website simultaneously and to run its Tmall flagship store by Shang pin.

In recent years, this prudent British brand has been slower than its competitors in the world. According to the world clothing and shoe net, Topshop has more than 620 stores 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 people close to Arcadia Philip Green earlier, the latter has never found satisfactory partners, so they are reluctant to enter China.

Topshop opened its first store in the United States in 2009. In 2012, Philip Green launched a China expansion plan by selling shares of Topshop and Topman 25% to 20 Leonard for the US private equity Finance Companies Leonard Green &Partners.

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

Compared with the new products of the British official website and Tmall flagship store, although the new product has lagged behind, the product price difference is not large.

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 Forever 21, are also having a hard time. Consumers are cutting down on the trend of pursuing fast fashion. 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 shopping mall, which is relatively rich in consumption. The Topshop authorization may help the negotiation of Shang Ping net, but it will not be an equal to the competitors who are grabbing the land.

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 in 2014s, after the Topshop Tmall store was established, did Shang Ping net accumulate enough data to help its location, and whether it was enough to provide reference for Topshop in the face of young consumers' experience?

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