British Fast Fashion Brand Topshop Flagship Store

Less than p ago, consumers queued up on Queen's road in central Hongkong to see the latest British fast fashion brand Topshop flagship store.

This is also the first independent store opened by the latter in Greater China.

Neighbors on the same street have H&M Hongkong flagship store and its high street fashion brand COS.

The 5 minute walk distance is Abercrombie & Fitch, which was opened in 2012.

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< p > Topshop and ZARA enjoy the same reputation as supply chain management: from sending the design plan to the supplier to the product store, the time is about 2 weeks.

There are 50 a target= "_blank" href= "http://www.91se91.com/" designers in the world. Sometimes these people act faster than ZARA.

In extreme cases, a competitor will follow up after a a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > after one season on Topshop.

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< p > but in many fast fashion brands, Topshop is still known as a yardstick between being good at making avant-garde and popular trends.

A suit suit full of stamps and postmarks printed in the shop window of Hongkong can explain the problem. The bold person is willing to give it a try, and the Conservatives are puzzled.

Topshop believes that H&M's products are price sensitive, while ZARA's core products are not young enough.

As of February 2013, it had opened 324 stores in the UK, and 145 in 38 other countries, with sales of 14 thousand US dollars per square metre per year (about 86 thousand yuan).

The number of H&M and ZARA's global stores is 2725 and 1751 respectively.

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< p > however, most mainland consumers seldom have access to this brand.

Topshop has authorized the British stylist Ray Lee to sell "a" target= "_blank" href= "http://www.91se91.com/" > clothing "/a" in its "boutique" shop in Shanghai boutique. It also opened a short run "flash store" (Pop-up Store) in Shenzhen in 2012.

But in most cases, the consumption of Topshop can only be completed through overseas purchasing.

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< p > Lian Crawford is Topshop's local partner in Hongkong.

Their cooperation also started with a flash shop cooperation. After that, they maintained a cooperative relationship with buyers, but this time the cooperation was far more than before.

Topshop sent a team of 110 people to Hongkong store to provide a series of support such as store design, logistics, sales training and after-sale service.

The store is under the name of LAB CONCEPT, a young line boutique under Lian Ford's banner.

LAB CONCEPT opened in 2012 to sell Tory Burch, Alice + Olivia and Lauren Moffatt and other light luxury brands and new designer brands, the price of single products between 1500 yuan to 3500 yuan.

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< p > this collaboration is initiated by lac Crawford.

"We can see that the development of high street fashion in Hongkong has been so fast in recent years. The interesting thing is that fashion is not related to the price tag, but the attitude and the attempt," Andrew Keith, President of LCF group, told the first financial weekly.

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Less than 1200 square meters, the two storey shop will maintain 300 new products every month, because the business area is far less than 6500 square meters of London Oxford Street flagship store. Therefore, the balance between display environment and tide flu must be maintained. "P"

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Like P and other Topshop stores around the world, the store's sales data will be sent back to the London headquarters, and all adjustments will be made from headquarters.

The advice of Topshop, the co operator, is that women in Hongkong prefer the dress style of urban sense, not too feminine or country style.

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Less than P, the total volume of shops in Hongkong accounts for about 20% to 25% of the flagship store in London.

The flagship store in London is considered to be the most complete expression of Topshop. Customers can easily get excited in a big shop that is divided into different regions, which is decided by theme and style, which can stimulate customers' illusion of wearing scenes and buy more clothes.

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< p > "Lian Cai Fu has had 160 years of retail experience in this land. We know Hongkong and its customers very well."

Andrew Keith said.

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< p > the quality of the partners is very important for Topshop because the company always adopts a joint venture approach to enter the strange market, which is quite different from most fast fashion companies.

It is not correct to point out where to go, because people do not know enough about Topshop.

When the brand can be well presented in a new market, it is the ripe time.

Many people know about Topshop, but more people do not know it. So to go to a new market, we must show what we are doing, and best people like what we are doing. "

Topshop general manager Mary Homer said to "first financial weekly".

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Compared with its competitors, the global expansion of Topshop is slower than that of P.

It did not enter the United States in 2007, but there may be some truth in doing so.

According to a consulting firm called Bain, when Topshop decided to enter the United States in 2007, fast fashion accounted for only 1% of the total clothing consumption in the United States, but this proportion was 12% in the UK.

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< p > at present, the annual profit of Topshop ranks fifth in the world, with ZARA, UNIQLO, H&M and Forever 21 respectively.

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< p > family business is also regarded as one of the factors contributing to the slow expansion.

Arcadia, the parent company of Topshop, is not listed and lacks the support of the global direct company structure. Therefore, it is more inclined to rely on local partners.

Topshop's partner in the United States is private investment firm Leonard Green & Partners, whose founder is not related to Philip Green.

This company holds J.Crew shares at the same time, and Topshop founder Philip Green and J.Crew president are friends for many years.

The two sides have opened 3 independent stores.

In addition, the place where the United States can sell Topshop is the store in Nordstrom of department store.

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< p > China clothing retail companies has also issued an application for cooperation with Philip Green.

In 2011, Chinese business groups including Metersbonwe and Semir, such as a target= "_blank" href= "http://www.91se91.com/" > dress group < /a > group and some commercial real estate companies, once met in the UK and Philip Green, hoping to become a partner of Topshop in China, but this ended up as a failed conversation.

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< p > the Chinese business group stayed in London for several weeks, but because the members of the business group could not speak English, the communication efficiency based on plation was very low, which consumed the patience of Philip Green.

But more importantly, the latter thinks that Metersbonwe and other companies have yet to find a way to make fast fashion, especially lack of control over terminal and supply chain.

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< p > "Philip Green" believes that his ideal partner must meet two conditions: first, to understand fashion and retail, and two to "have enough money" in two standards, but usually 1 does not have 2, or 2 does not have 1, and second of them are in the majority.

Many Chinese clothing retail companies do not even manage their own businesses well. How do they manage Philip Green? Philip Green doesn't need to make money shop. He doesn't need to be a flagship store for image and advertising. Every shop must make money.

An insider told the first financial weekly.

In his view, Philip Green may not be the characters that Chinese collaborators like. His character is straight forward, he speaks without disguise, and he is quite confident.

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"P", but at the same time, the industry lamented that Topshop failed to enter the Chinese market earlier. "After all, good lots of shops have been picked up, and it will cost more to get good shops, and it will also waste time to start making money in the Chinese market."

Lian Ke Fu and Topshop denied this.

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< p > "competition always exists."

Unlike H&M, Topshop is more avant-garde, not mainstream fashion, which means that H&M can't be accepted by customers like a small market.

We are more suitable for making flagship stores in big cities, rather than in small cities.

Not only in China, but in other countries, there may be 100 H&M, while Topshop has only 15, which is our difference.

Mary Homer said.

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< p >, she added, Topshop will come.

But it also needs to find a good shop site, and one of the best criteria is "a place where young people gather."

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