Topshop returns to high street, but can it get back its cool back?

For teenage girls like me in the 2000 and 2010s, going to a topshop store was being taken into a fictional world.

The music was! to complete! And fashion! All are often found on the vogue pages with high -end coucher with topshop fabrics under one roof.

But somewhere on the way, things went wrong.

“Topshop lost its cool,” said fashion journalist Amber Graftland.

“And when this happens, it is difficult. Fashion is a playful animal, people move quickly.”

Then in 2020, its owner, Sir Philip Green’s Arcadia Group, collapsedAll the topshop’s physical stores shut down soon.

But Topshop is now making a big comeback.

Standalone Stores are returning to High Street, Michel Wilson, managing director of Topshop and Topman, confirmed BBC News.

And on Saturday, Topshop hosted its first Catwalk show for seven years at Topashop Square in Central London. For a long time, the brand museum model Kara Delewing was one of the people there.

It seems that absence (and apathy) increases the heart. The rumors of the imminent return of Topshop have been completed with a wave of affection on social media, especially between millennium and gene-Z.

But industry experts say that it will take more time than apathy to make Topshop 2.0 a success.

One of the challenges facing topshop is attracting a new wave of shopkeepers through the door.

Graftland states that its previous core is women in the late 20 and 30s, but it cannot just trust them.

“They will need to work hard to woo the little girls,” he said.

However, what is the tendency of social media feed and indifference to high roads in recent months (Joni Jeans, what can anyone help?)

Topshop’s team, for its share, thinks they can attract both old and new groups.

Wilson said, “We want to distribute to those who are indifferent to a brand that they felt that they lost.”

“But we also want to appeal to a new demographic as well.”

Then, fashion. For me, shopping at Topshop as a teenager made me feel like ‘It Girl’.

On Saturday, you will air through the rack to find an item, which is appropriate to take money from your barely bank balance.

When you bought it, you will do infallible tasks. “Oh this old thing? It’s from Topshop,” you will tell your school friends, as you can bear it all the time.

And I was not the only one. A large crowd will reach London shop at London’s Landmark Store to witness the new range launch from A-Listers like Beyoncé and Kate Moss.

In the 90s and 00s, designers “Laughs on High Street Fashion”, Ven Hemingway, a designer and a co-founder of the red or dead said.

“They could not live with trends. Topsap was only one that did.”

Hemingway, who worked with Topshop through his hedi, said a large part of its success was below for the team behind it, including Jane Shepherdson, its highly influential brand directors.

He said, “They brought the other hand clothes for example, it is now normal, but back it was then seen as a radicalist that the shopping department store is doing so.”

“You had cooperation, London Fashion Walk Catwalk, all this was enthusiasm on design and high road prices. It was very fresh, everyone wanted to be a part of it.”

But over time, what people were changing – and the topshop was not always there, Graftland said.

He said, “They offered that unique London. Then the girls shopping there grew up, and they did not want them to see anymore.”

“You can’t take the risk of removing your finger from the pulse for a minute in fashion.”

He said Topshop 2.0 would benefit from the fact that its main aesthetics – London girl look – is back in style, and that many other retailers are not offering it.

“If you now look at High Street, there is a strong Spanish appearance with Zara’s choice, and also a Swedish appearance with H&M. When Arcadia collapsed, we lost that Britishness,” she said.

He said that a lot of high street is “playing it safely”, and can also work in favor of Topshop if “that cool edge can be returned”.

The Topshop team is confident that it can still win the shopkeepers with their trademark London -based Swagger.

“We still think that there is a big difference in the market,” Wilson said.

“The most important thing we will not forget, and perhaps forgot to the end of the previous era, it is that the product is everything.

“It is the best quality product, the most fashionable product for our customer base, and bringing it to a good price.”

The popularity of Topshop reached the peak in the years before the cost of the living crisis. Its team now knows about the tough competition that is now facing it.

A pair of Topshop jeans will easily set you back to £ 50, while Chinese fast fashion giant Sheen provides jeans for about £ 17.

“If we are just comparing Shin, yes, I think most of the brands on the planet are at a higher price point than Shin,” Wilson said.

But he said: “We know that when we provide great fashion and great value for money, the product sells very well, so there is no concern to be honest.”

While Topshop cannot brainstorm new pieces at the breakcane speed of its online rivals, in the past, it is still facing questions More than your environmental records,

For small shopkeepers, it can be an important factor in deciding where to go.

Wilson, however, indicates high prices indicating a more durable model.

The firm’s focus, he said, “The supply chain is very high on the livelihood of the people, with which we shared and the brand also has environmental effects”.

After the collapse of Sir Philip Retail Empire, Topshop was purchased by brand asos,

You can still buy online items on your website – but now, in -Store shopping is coming back.

Topshop’s return to high street starts from this month, in which products are available to buy in some stores.

But of course, the real interest is in standalone stores that Wilson said “definitely” are coming back.

She does not give a date for her return, but said that its purpose was to open a store across the country.

Topshop is choosing to resume at a time when high street continues to struggle. A few days ago, the fashion accessory chain clair collapsed in administration.

But Wilson said that what happened to Topshop 1.0, followed by a lesson.

“We are simply sure that we do it correctly so that we do not expand ourselves,” he said.

As for shops themselves, it remains to be seen whether they will have vibe as before.

For me, this was where I met friends after school, first tried on I shadow, and heard DJs pumping dance music.

In some stores you were able to order Skiny Caramel Lats, complete your hair and nails, and perhaps get a piercing or two if your mother was not watching.

“The fashion is only part of the story. It’s about selling a lifestyle and an experience,” Graftland said. “That discussion is happening around it.”

Topshop’s team says they were not necessarily reiterating what it used to do, rather, “finding ways to bring it in 2025 and doing interesting things”.

Overall, expectations are high.

“They will take girls to shops, I don’t doubt,” Graftland said.

“The question is whether they can keep them there.”