topshop: \'it\'s not really how i dress\'
Beth Armstrong, head of old advertisers
Customers like MS Armstrong are one of the reasons why the British high street retail chain, Arcadia, is in trouble and seeking rescue, and Arcadia is the owner of well-known brands such as Topshop, Miss Selfridge and Dorothy Perkins
\"It\'s street clothes that are popular right now, and there\'s not a lot of Topshop,\" she told the BBC . \".
MS Armstrong, a typical consumer, used to shop there, but then turned to other brands.
Meanwhile, she says people younger than her don\'t think the style of Topshop is \"popular \".
Of course, the current retail environment is tough, but consumers still like shopping.
They are just picky about where they are.
During its popular rush hour, top clothing can be found on the fashion page
But now, it\'s a different story. \"[People]
\"I shop in places like other stories, weekdays, Cos and City clothing manufacturers,\" Armstrong said . \" MS.
\"I also bought a lot from Nike.
\"Ms. Armstrong\'s friend and colleague, Catherine Tyne, 24, has a more positive attitude towards Topshop, but now she buys less than half of her wardrobe from retailers.
\"I\'m shopping at Topshop loads, but fashion is a bit popular,\" she said . \".
Thynne MS and Armstrong MS also bought a lot of clothes online from Asos, beautiful little things and misleading places.
The young people interviewed by the BBC have a similar negative impression of Topman.
\"It\'s definitely not that popular --
Ben Reynolds, a 19-year-old college student, said: \"They are completely behind what men want to wear . \". \"It\'s generic -
You get your essentials from Topman like black t-
Shirts or jeans, but if you want something more stylish, you can go to the garment factory in the city.
\"Their view is not surprising to Maureen Hinton, global data\'s retail research director, as fashion retailers are now facing more intense competition from new brands.
\"Topshop is often more expensive than its competitors, but it no longer has fashion honors --
\"If you pay the premium, it\'s not worth it now,\" she told the BBC . \".
Miss Selfridge is a small crowd [in its appeal].
Ms. simton quoted former Topshop brand director Jane Shepperson as saying that she was a \"visionary\" leader who \"strongly\" marketed the brand.
Without strong leadership, a strong brand image and a lack of investment, she believes, retailers will struggle.
In addition, sports clothing brands also pose a threat.
\"Another factor in diluting the sales of these secondary fashion brands is how strong the sports brands have become in terms of sports fashion,\" she said . \".
Sports brands such as Adidas and Nike are now competing directly with fashion brands, says MS Sinton.
Topshop is no longer at the top.
\"Natalie Berg, retail analyst at NBK retail, believes that Topshop and Miss Selfridge are lagging behind in popularity because they are not as active as other retailers in embracing technology.
\"Topshop is an iconic brand, but the main problem with it is that it doesn\'t follow the customer.
When it really should focus on the 21st century version, it still relies too much on the offer from the department store --
\"Online marketplace and social commerce,\" she said . \"
\"Working with Asos is a great move, but they are now grabbing the straw, something they should have done a few years ago.
\"Although Topshop\'s flagship store on Oxford Street in London has a rich experience, the same strategy has not been implemented in other stores.
Simon Penson, founder and managing director, UK
Digital content marketing agency based in Zazzle Media does not agree with Berg\'s MS on the use of technology in Topshop.
Topshop is one of the first retailers to launch apps.
The real problem, he says, is that Topshop \"doesn\'t have a unified marketing approach \".
He believes retailers have also missed a trick to not work with influencers to collect.
\"They should clarify a digital approach and
\"This will work together,\" he said . \".
According to Zazzle Media, online brands Boohoo and Asos, as well as high street retailer New Look, digital marketing features such as T-video and inspirational photo sets were launched in 2011 and 2012 to promote products.
In contrast, there is still no t video on the website of Topshop, its photo collection section-
Models showing various costumes
Not as complicated as other websites.
But it\'s not just about clothes.
In recent years, Sir Philip Green, chief executive of Acadia, has made frequent appearances in the media.
He denied the charges.
Sexual harassment andfeminist views.
With the advent of the digital age, all this information is easily available online, and some young people have told the BBC that they no longer like to support the brand owned by Sir Philip.
\"Generation Z is more inclined than any other generation to stick to their ethics in shopping, and they exercise brand loyalty more than anyone else,\" Mr Penson said . \".
22-year-old Jamie Windust, a popular influencer on Instagram with more than 27,000 fans, has worked with Asos in the past to launch events for the LGBTQ community, he told the BBC, \"I \'ve noticed that I\'m reducing --
I try to shop where my code of ethics is.
I received a lot from the high street brand, but I tend to buy antique shops or charity shops.
\"When working with brands, it really depends on the information behind the event.