Nurtured by Topshop:
image via Vogue Runway
How Topshop nurtured a generation into a career in fashion.
During the inevitable demise of Topshop in 2021 - a whole generation of fashion enthusiasts made an audible gasp. Not in mourning for its cheaply made Blondie adorned t-shirts or the loss of 510 Topshop stores but for the effect that this fast fashion giant had on our then young and absorbent generation.
Topshops’ allure was not constrained to the number of collections they spewed out onto its rails but its participation in drip-feeding us insights from the industry and ultimately nurturing a new generation stepping into the fashion world.
Its marketing techniques had undoubtedly planted seeds of interest that went beyond your average touchpoints. On reflection, it's not dissimilar to how Topshop’s makeup line coached our developing sense of self into purchasing our first Ruby Woo MAC Lipstick.
Notably - when Topshop announced it would be added alongside prestigious designers during London Fashion Week in 2006 with its Topshop ‘Unique’ ready-to-wear Spring collection. Not only was it a first of its kind but with the shows that followed - it actively ensured the involvement of the direct consumer. By adding a link to a live stream of the shows from its homepage racking up 2 million views; It was no longer just journalists, buyers and celebrities on the front row - but the average 15-year-old customer. We were invited into this immersive experience that gave us more than still images. It gave us something to bite onto.
In 2013 Topshop released its own magazine publication. On the covers, we were introduced to fresh talent Rosie Tapner and Cara Deleveigne. Unintentionally giving us an industry insight into the new faces of the modelling world. Not long after we see them both booked in the Burberry S/S 2013 campaign. It gave us a point of reference we wouldn't have had before - outside of naming your favourite Victoria's Secret model or picking out Kate Moss from a line-up, without social media, to us - models without ‘Super’ status remained nameless.
The biggest marketing tool we still actively use today is collaboration. By widening your consumer market you are able to introduce your brand to a whole new audience and Topshops long list of collaborations still remains the most celebrated across the industry. From JW Anderson, Erdem to Meadham Kirchoff. By creating an access point to these brands our small catalogue of designers and understanding of brand identity continued to develop.
Topshop is a perfect marketing case study of how connections between brands and consumers were developed before social media. Its techniques went beyond creating sales, it ultimately celebrated this industry and inspired millions of young people to pursue a career in fashion.
