Jun 7, 2019

Topshop: 'It's not really how I dress'

"I'm a lot less interested in Topshop nowadays, it's just not really how I dress," says 24-year-old advertising account executive Beth Armstrong. "What's in style right now is urban streetwear, and Topshop hasn't got much of that," she tells the BBC. Ms Armstrong is a typical consumer, someone who used to shop there often, but has since moved onto other brands. Ms Hinton cites former Topshop brand director Jane Shepherdson as a "Visionary" leader who marketed the brand "Strongly". "Another factor in diluting the sales of these secondary fashion brands is how strong the sports brands have become with athleisure fashion," she says. Ms Hinton says sports brands such as Adidas and Nike are now competing directly with fashion brands: "The spending is being spread across more retailers. Topshop is not top of the list anymore."

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