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Rose Marroncelli, Lecturer, Nottingham Trent University

Topshop’s return to the high street must appeal to gen-Z to succeed

During the 2000s and 2010s, Topshop was a fashion powerhouse – an icon of the British high street. A combination of music, make-up and the latest fashions allowed the retailer to thrive in popularity. And high profile celebrity collaborations with model Kate Moss and singer Beyoncé also raised Topshop’s profile in a crowded retail market.

The retailer was renowned for being “cool”, fostering design collaborations with up-and-coming designers, including JW Anderson, Marques’ Almedia and Christopher Kane. The models which fronted campaigns were also “it girls”, such as models Lily Cole and Cara Delevinge and actor Kate Bosworth.

The brand’s success, however, did not prove sustainable. In 2020, its owner, the Arcadia group, entered administration and all physical stores closed shortly thereafter. The brand’s reputation was further damaged by allegations of financial mishandling surrounding its owner, Sir Philip Green. Green was also accused of poor treatment towards Arcadia staff, but has always denied any unlawful behaviour.

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