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Product
TOPSHOP Unique
Unique, Topshop up-market collection was the first high street
designer collection to show during a Fashion week official
schedule. The line launched in 2005 and has grown to become one of London fashion most sought after show, attended every season by the fashion industry elite
The Unique collection is commercialized at a higher price range
than the average Topshop offer yet remains accessible to everyone. The collection is sold in-store as well as online and has
been highly popular, often outselling items within minutes. The
launch of Topshop Unique has contributed to the further establishment of the brand as a fashion forward company and the
overall image improvement strategy of the brand. Unique has
recently added pre fall and cruise lines to its portfolio of Unique
collections.
The Topshop unique collection offers a platform for Topshop
to present its own take on fashion trends and impose its own
fashion identity. The establishment and success of the brand
have contributed to increase the awareness of the brand beyond the border of British fashion scene. Alternatively, the audacious launch of such up-market collection has contributed
to blurring lines that currently stand between high and street
fashion by commercializing both in the very same space.
‘
“It’s got a unique thing. It’s a high
street store. I like the f
act it’s accessible to everyone but it also
got the edge of a high f
ashion
brand”
’
Fashion establishment
Topshop Unique s/s 2013
The showspace also serve as the showcase location for the
Newgen designers, a scheme for new Fashion talent Topshop
has supported for over 10 years. The usually striking installation
of the showspace are a must go for all members of the press.
In addition to the collection presentation, Topshop offers to its
guest to dive into the retailer’s world by creating its own showspace. The Topshop showspace, has become not only a place
for Topshop Unique showcase but also a laid back environment in which guests can socialize and take time off their busy
schedules.
Pixie Gedolf about Topshop Unique
Despite being manufactured by a high street retailer, the Unique
collection is as favourite of international fashion editors and celebrities who, each season, all strive to be invited to the much
sought after fashion week event.
While it is a priority for Topshop to maintain a positive relationship with its high profile guests, it is also important to not neglect the very peopl e who contributed to the success of the
brand since 1964: the high street consumers a market on
which the Topshop village will focus on.