Topshop All Japanese Stores Closed

According to reports, a Japanese operator Mori Retail Systems, Topshop, confirmed that the cooperation between the two sides had expired in May last year, but Mori Retail Systems continued to operate its flagship store in the original home of Laforet. The contract was originally expired at the end of February this year, but Mori Retail Systems was notified in January 30th that the store was closed on the 31 day because of a significant loss of staff.

In fact, apart from losing the Japanese market, Topshop's expansion in China is also not smooth. H&M, Zara, UNIQLO and other giants of the same industry have already entered China's rapid lay up channels, and Topshop is late. In May 2012, it opened the first store in China.

It is understood that the Topshop store is directly licensed by its parent company, Arcadia group, a company called "GAGA". All the goods in the store came from England.

But in the eyes of many people in the industry, this point did not make the concept of Topshop. "Regardless of the size of the shop is only 200 or 300 square meters, the smallest area in the world is Topshop." A fashion insider who does not want to be named said that the products sold in Topshop stores in China cover everything you can think of, from leather coat to short jacket to various accessories such as bags, bracelets, underwear, cosmetics and even toys. "There are so few things here, shop decoration and display of goods are not comparable to London and"

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 brands, the speed of product updates and the prices of goods are more important than stories.

It is understood that in the British mainland, Topshop is a popular clothing brand, although the price is higher than ZARA and H&M, basically on a level, but in China, the difference is relatively large.

In September 2013, Topshop It also conformed to the trend and set up its own electricity supplier. However, it did not choose such a big platform. Instead, it chose an unknown electricity supplier in China -- cooperation. The latter's own position is "the first stop of global fashion and luxury." "Fast fashion brands enter the light luxury websites." Commented on these people.

"Compared to several other fast fashion brands, the pricing of Topshop is the least popular." Xu Han, VOGUE fashion blogger and senior fashion editor, told reporters. "Moreover, with the rise of Hai Tao, consumers can buy things directly through the official website of this brand. Direct mail to China, more than 100 pounds can be avoided from international freight. "

Reporters noted that unlike H&M, Zara, GAP and UNIQLO fast fashion brands, Topshop did not set up direct stores in Asia, but chose agents and real estate developers to enter Japan, China and other markets.

It is reported that Topshop parent Arcadia Group Limited awarded the Japanese franchise to the Mori Retail Systems and JBF Partners joint venture T "s" in 2008. At that time, the company set a grand goal of "10 years or more stores in two or three years" for the company.

Now, after 6 years of development, its competitors, H&M, Forever 21 and Zara, have successfully expanded the scale of Japanese business. Data show that as of November 2014, the number of H&M stores in Japan has increased to 51, Forever 21 has 16, and the world's fast fashion leader brand. Zara 22 stores have been opened in Japan and surrounding areas.

"With the help of local agents, we should not understand the Asian market and want to enter the market through agents to reduce their risks." Huang Kanwei, deputy general manager of the company, is very familiar with this industry. Her European Blue International has obtained the sales agent in China, such as ARMANI and MCM.

"Fast fashion brand is not suitable for agent (company) operation." stay Huang Kang Wei It seems that as far as headquarters are located in Europe, the agency is not quick enough to purchase, supply, update and so on. "Moreover, the profit margins of fast fashion brands also support less than one middleman's profit. So it's better to run fast fashion brands.

Analysts in the industry pointed out that the failure of Topshop is a strategic mistake of the enterprise itself, which is a case.

What is interesting is that the reporter noted that the fast fashion brands such as Topshop and NEW LOOK entered China, and the fast fashion brands such as H&M were slower. "The reason is that the British investors are more cautious. They will find the most suitable partners through a series of market analysis and research, and they will spread out business in a large area. Once they know the confidence level of the market, they will continue to move on." The British Embassy in China, the British investment and trade department and the retail industry director, said at a ceremony of signing a British branding contract.