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RUNWAY-TO-RETAIL: TOPSHOP CHANGES THE GAME
24 jun 2016

RUNWAY-TO-RETAIL: TOPSHOP CHANGES THE GAME

Topshop is taking a leap on the runway with their Unique collection. The high-street retailer takes a risk not many brands dare to take and presents their autumn/winter collection 2016 on the runway through a “see now, buy now” concept.

Your Style Lab Shop coach | Topshop see now, buy now

This means that the 32 pieces can be purchased immediately. The remaining collection and will land in November. Retail brands usually only make a small capsule available when the collection hits the runway, and wait for the response of the press and purse strings of buyers before producing their ready-to-wear collections. 

Topshop goes all the way however and follows the idea that the fashion that is visible should be available immediately to the consumer. A risky move, because what will you produce and how will you choose when you don’t have the back up of the fashion industry’s opinion.

Kate Phelan, creative director, opts that this will cause more individuality among brands, which is definitely not a bad thing. High street will not be following fashion, but bring a more ”independent spirit” to brands.

To read the full article, visit Vogue.co.uk

(link: http://www.vogue.co.uk/article/topshop-see-now-buy-now-autumn-winter-16-preview-interview).

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