“Topshop is all about refusing to be pigeonholed. Each customer is an individual and relies on the brand to deliver everything from basics to cutting-edge trends. It’s the brand spectrum of ever-changing co lections that keep Topshop ahead of the style game.”
This mission statement is the basis of the trendy United Kingdom based retailer Topshop. It originally started by Jessie Pearman as part of a department store owned by the large English corporation the Arcadia Limited in 1964. Until a couple of years ago, the brand was considered to be quiet fashionable, but in the mid-2000s, it began featuring celebrity endorsements as seen with model Kate Moss, and artist Stella Vine. Currently, it is a regular, must see show at London’s semi-annual Fashion Week. In addition, Topshop showcases seasonal trends created to appeal to the various styles of their frequent shoppers, this includes this seasons, “Rough Diamond,” “Into the Wild,” “The Outsiders,” and ” Dark Nouveau.”
Product wise, Topshop sells merchandise such as, clothing, shoes, accessories, and cosmetics. It also sells products for tall and petite for both male (Topman) and female customers, as well as maternity wear and children wear. Overall, the company tends to look into consumers between the ages of 15 to 30 years old, from a wide variety of backgrounds, demographics, and psychographics.
As of 2009, Topshop operates out of 20 countries with 300 stores global stores, including within the United Kingdom, the United States, Ireland, and Russia.