You might think it a risky move: breaking into a foreign market amidst a global economic crisis; opening a bricks and mortar fashion business in a flagging retail industry. But for international high street giant Topshop the gamble has paid off with the success of its first Australian flagship store in South Yarra, Melbourne, exceeding expectations.
With the proliferation of online shopping many traditional Australian retailers are struggling to compete but Topshop is the exception to the rule. A spokesperson told Pedestrian that since launching in December 2011 the demand from customers has been unprecedented – a result we might have guessed based on the number of students seen wagging school to attend the store’s opening day.
A Topshop rep told Pedestrian that the store is currently receiving two deliveries of new product direct from London each week with new merchandise hitting the shelves every single day. The most popular items with Australian shoppers have been the on-trend, runway-inspired collections (lookbook images below).
Let’s face it, the chances of it not succeeding were slim. For years Australian travelers have taken the pilgrimage to London to bring back Topshop’s well-priced fashion finds, and with a Sydney Topshop flagship rumoured to open in August 2012 the brand’s presence will only grow.
Topshop has already been spreading its visibility in Melbourne. Example: The weekend just gone a Topshop-branded bus was cruising Melbourne’s streets offering free rides, cash and prizes to patrons (see pics at bottom of post).
With the success of the first store we wouldn’t be surprised to see a couple more popping up in the not too distant future. Watch this (retail) space…
Words by Cassie Byrnes
