Topshop Is Seeking Gentle Pformation To Digitalization.

British High Street recently on show in London Fashion Week

Topshop looks a little different. Sequins,

Party dress... Spring and summer.

I want to show a group of chic and casual party girls.

In addition to the necessary cowboy series and basic funds of the high street brand, Topshop also added many gorgeous elements and exaggerated accessories this season, and invited Kate Moss and her daughter Lila Grace, as well as the new editor in chief Edward Enninful of the British edition to create a topic, hoping to attract the attention of consumers.

According to the world clothing and shoe net, Topshop is seeking a moderate pformation.

In the doldrums of the British retail industry, Topshop has been struggling to maintain its original position in the high street fashion market.

Moreover, there have been many changes in the brand interior in recent months.

In August, Topshop and Topman announced plans for management restructuring.

The two brands' creative directors, Kate Phelan and Gordon Richardson, will leave this year.

Therefore, the 2018 spring summer series is the ending of Kate Phelan in Topshop. Phelan has served as a senior fashion director in Vogue. Now it has served in Topshop for 6 years, while Richardson has worked in Topman for 17 years.

However, Paul Price, the chief business officer of Burberry, a luxury group, has been the chief executive of Topshop/Topman on the 4 th of this month.

Therefore, the changes made in the show and design are still small. The brand intends to adjust itself to a larger pattern, such as implementing a price reduction strategy to increase its competitiveness in the same market.

At the same time, Topshop will continue to adopt the way of "show to buy" for the first time in London Fashion week. Consumers can buy some single products immediately after the show, and their unit price is below 200 pounds (1300 yuan).

On the other hand, Topshop parent Arcadia group is also accelerating the digital process.

Recently, it has cooperated with Red Ant, a retail technology company, to develop the application of customer online ordering products. The application has been launched in 1400 stores of the group, including Topshop, Topman, Miss Selfridge, Evans, etc.

The application can help enterprises get through the store data and the back end supply chain, and realize the data integration of the entire retail network.

To compensate for the drop in profits in the UK market, Topshop will continue to invest in overseas markets such as China.

Last year, it announced its cooperation with China's Shang Shang pin network, announcing that it will open hundreds of stores in China.

But if you look at it, if the action is too slow, I'm afraid it will lose the opportunity, because the competition in the fast fashion field is also increasing.

H&M's brand new ARKET, which was launched this year, was opened in Regent Street in London in August 25th. The move is enough to see that the fast fashion brand that was once popular has probably been stamina.

H&M is interested in developing high-end products and turning to the direction of product quality and environmental protection.

Topshop does not seem to have been more innovative.

As its business in Australia and New Zealand has all gone bankrupt, the group's overseas business is also on the rise.

Some analysts believe that this and Topshop do not attach much importance to individual overseas markets, for example, they will pport Europe's slow-moving products to Oceania, causing consumers to stay away.

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