Johannesburg - Topshop and Topman don’t need an introduction. This successful high-street brand, under the umbrella of the Arcadia Group, is much loved by R&B songstress Beyoncé Knowles, British actress Sienna Miller, Heroes star Hayden Panettiere, and singer and songwriter Miley Cyrus. A bigger fan of the brand is supermodel Kate Moss, who exclusively designed a series of collections for Topshop for four years.
The store has legions of followers, from fashionistas to ordinary people – and royalty. The Duchess of Cambridge, Kate Middleton, is known for her fondness for high-street fashion and has made this particular “cool London style” popular with her elegant ensembles.
Topshop and Topman have a wide footprint in the retail industry. They have been around since 1965, with more than 750 stores worldwide, and the flagship establishment in London is lauded as the largest fashion store in the world.
With the opening in November of their first South African store in Sandton City, occupying a “flagship 950m2” space, SA will become the 37th country to feature the famed labels. Durban’s Gateway Mall will be next to offer the brands, in December.
Retail group Edcon and The House of Busby have been given the exclusive franchise rights to the products, as Busby has expertise in speciality retail and Edcon dominates in many areas of retail excellence, according to Lauren Avgitidis, SA brand manager for Topshop and Topman. There are plans, she says, for future stores, including in Cape Town, and shops-in-shops exclusively in key Edgars’ stores.
Local consumers are becoming more fashion savvy and it only makes sense to bring this high- fashion retailer to the country, explains Avgitidis.
“With the digital explosion, our consumers have become aware of global brands. There’s more information about fashion and trends. It’s all so much more accessible.”
Mary Homer, managing director for Topshop, says: “We’ve wanted to offer our full Topshop retail experience to the fashion-conscious South African customer for a long time and now with two fantastic sites we will be able to offer great fashion that is first to market.”
David Shepherd, the chief operating officer and the trading and managing director for Topman UK, says the company is pleased to be opening its first official Topman franchise store in Joburg.
“There is obviously a demand in the South African market for the brand as seen by the fantastic response to our recent temporary pop-up store in Cape Town.
“South Africa’s vibrant and growing fashion scene makes this a natural and relevant next step.”
Avgitidis believes that the public is ready for Topshop and Topman. “There has been so much excitement, and bloggers are buzzing in anticipation of the opening. The brands have a reputation for being style authorities and we have a growing ‘fashion-hungry’ population.”
The store’s products include apparel, footwear, accessories, make-up and lingerie.
“It’s a complete retail experience. It’s your one-stop-shop for cool London style and South Africa is ready for it,” adds Avgitidis.
Topshop SA will be based on the same model as its international counterpart in look and feel. Customers, she says, can look forward to merchandise and trends that will be directly aligned with the brand’s UK stores.
“The focus will be on season – right merchandise – with the hottest key trends across men’s and women’s wear,” says Avgitidis.
Both labels, she adds, will have the ability to appeal to everyone. Their target market encompasses a diverse crowd and all age groups.
“Although our consumers are different, there is a common thread that unites them – they all know what they want. They are not followers. They are confident people who can mix it up and create something that is unique.
“Topshop and Topman are on the pulse of fashion. The brands ensure that they stay one step ahead in a dynamic, ever-changing fashion environment.”
Asked what the store and its collections would have in stock in November, Avgitidis offered: “I don’t want to give too much away, but a number of trends will be showcased.”
Avgitidis adds that it’s about clever layering of products and using key accessories to complete the look.
“Roomy and oversized silhouettes are key for the season. You can look out for lots of new denim, while metallic and embellishment ensure that the festive season gets off to a shimmering start.”
The store’s decor and interior design will be modelled to international standards.
“From store interiors, to mannequins and visual merchandising, the UK experience will be replicated.”
Pricing at Topshop SA will be in line with how its international counterpart compares with other global brands.
“It’s a great and exciting opportunity for South Africans as international brands expand their footprint across our country. I think Topshop and Topman are a notable addition to this landscape.” - The Star