30% claim to always know the
latest fashion trends vs 14% for the overall market.
31% plan to pay more attention to sustainable brands in the future.
41% find inspiration for clothes
following fashion brands on social media vs 24% total market.
80% also shop at Primark and H&M, showing the highest cross-shopping activity.
A significant portion of their spending is directed towards these brands, with limited expenditure on TOPSHOP.
Many customers visit multiple brands to meet diverse fashion needs, suggesting that TOPSHOP is one of several options rather than their primary destination.
passionate
about
cross-
shopping
THE
Customer
profile.
34% spent > £450 on fashion in
the last 6 months vs 18% for the overall market.
32% are young Millennials
between 25-34 years vs 24% for the overall market.
FASHION
high-spending
less price sensitive
80% also shop at Primark and H&M, showing the highest cross-shopping activity.
A significant portion of their spending is directed towards these brands, with limited expenditure on TOPSHOP.
Many customers visit multiple brands to meet diverse fashion needs, suggesting that TOPSHOP is one of several options rather than their primary destination.
Typically mix and match mass
market fashion with more expensive items.
More inclined to buy at full price.
Would rather buy one high quality item than more cheaper items.
OUTTAKES
FROM THE PRESS
THE
Customer
pofile.
passionate
about
SUN POLL - Do you want TOPSHOP back on
your high street?
CUSTOMER DEMAND.
less price sensitive
FASHION
high-spending
Typically mix and match mass
market fashion with more expensive items.
More inclined to buy at full price.
Would rather buy one high quality item than more cheaper items.
34% spent > £450 on fashion in
the last 6 months vs 18% for the overall market.
32% are young Millennials
between 25-34 years vs 24% for the overall market.
For the TOPSHOP customer, fashion is culture.
The TOPSHOP customer demographic ranges from new Gen-Z customers to early-mid 30’s Millennials – a customer that has grown up with the brand. Their style epitomizes the British aesthetic for high/low dressing.
They want elevated pieces with lasting quality, cut in silhouettes that will mix easily with the designer and vintage items they already own.
They are at ease with experimenting with their style and enjoy being the first to wear must-have pieces – and they exude effortless cool. Always.
cross-shopping
30% claim to always know the
latest fashion trends vs 14% for the overall market.
31% plan to pay more attention to sustainable brands in the future.
41% find inspiration for clothes
following fashion brands on social media vs 24% total market.
outtakes from
the press
LONDON
IS
TOPSHOP.
For the TOPSHOP customer,
fashion is culture.
The TOPSHOP customer demographic ranges from new Gen-Z customers to early-mid 30’s Millennials – a customer that has grown up with the brand.
Their style epitomizes the British aesthetic for high/low dressing.
They want elevated pieces with lasting quality, cut in silhouettes that will mix easily with the designer and vintage items they already own.
They are at ease with experimenting with their style and enjoy being the first to wear must-have pieces – and they exude effortless cool. Always.
London is TOPSHOP.
TOPSHOP is London.
TOPSHOP lives and breathes London, but it’s not the strategy; it’s the ACCENT for our strategy.
You feel in the way we show up
in the world.
BRAND
AMBITION.
TOPSHOP IS LONDON
TOPSHOP lives and breathes London,
but it’s not the strategy; it’s the ACCENT for our strategy.
You feel it in the way we show up in the world.
With this bold approach, TOPSHOP is poised to leverage its strong legacy and authentic connection
to British style, positioning itself as more than just a
fast-fashion brand, but a true fashion authority.
HOW WE
SHOOT
OUR
CASTING
HOW WE
CREATE
HOW WE
TALK
HOW WE
ACT
CUSTOMER
DEMAND.
THE
CUSTOMER.
OUR
CUSTOMER.
SUN POLL - Do you want TOPSHOP back on your high street?
REGAIN
thE rightful throne AS
"THE VOUGE
OF THE
HIGH STREET"
Our
hOME.
What lies at the heart of TOPSHOP’s vision?
Without doubt, it’s our in-house Design Team. A strong group of experts, they’re the creative fuel that keeps TOPSHOP ahead of the curve.
Drawing from rich personal and cultural experiences – global travel, vintage finds, emerging trends – the team is passionate about translating innovation and craft into unique, original pieces that consistently become seasonal must-haves.
In this environment of creativity and craftsmanship,
we look up, never sideways. We play in the space between high street and luxury. We inspire not just our customers, but the whole industry. TOPSHOP isn’t just
a market leader – it’s a fashion authority.
Our creative direction celebrates TOPSHOP’s heritage, upholds its taste-making influence, and evolves it for the next generation.
BRAND
FOUNDATIONS.
TOPSHOP is an iconic womenswear brand synonymous with British fashion on the global stage.
Created in 1964, TOPSHOP grew exponentially through the 2000s, when the worlds of British fashion, art and music collided, turning London into a global cultural hub. TOPSHOP was part of the zeitgeist, showing at London Fashion Week, collaborating with Kate Moss and Beyoncé, and making high fashion accessible for the first time.
The totemic Oxford Circus flagship was the embodiment of the TOPSHOP brand – a dynamic melting-pot of fashion and culture that reflected London’s appeal as a global tastemaker.
With ASOS at the helm since 2021, our ambition is for TOPSHOP to regain its crown as ‘the Vogue of the High Street’ – the leading authority in making the aspirational accessible, delivering incredible fashion, and reigniting the cultural experience that is TOPSHOP.
In Q4 2024, BESTSELLER acquired the joint venture between ASOS and BESTSELLER, aiming to expand TOPSHOP’s reach across Europe through Wholesale, Retail, and E-commerce channels. This strategic move
supports the vision of re-establishing TOPSHOP as a major player in the European fashion market.
AN
ICONIC
BRAND.
TOPSHOP is an iconic womenswear brand synonymous with British fashion on the global stage.
Created in 1964, TOPSHOP grew exponentially through the 2000s, when the worlds of British fashion, art and music collided, turning London into a global cultural hub. TOPSHOP was part of the zeitgeist, showing at London Fashion Week, collaborating with Kate Moss and Beyoncé, and making high fashion accessible for the first time.
The totemic Oxford Circus flagship was the embodiment of the TOPSHOP brand – a dynamic melting-pot of fashion and culture that reflected London’s appeal as a global tastemaker.
With ASOS at the helm since 2021, our ambition is for TOPSHOP to regain its crown as ‘the Vogue of the High Street’ – the leading authority in making the aspirational accessible, delivering incredible fashion, and reigniting the cultural experience that is TOPSHOP.
In Q4 2024, BESTSELLER acquired the joint venture between ASOS and BESTSELLER, aiming to expand TOPSHOP’s reach across Europe through Wholesale, Retail, and E-commerce channels. This strategic move
supports the vision of re-establishing TOPSHOP as a major player in the European fashion market.
What lies at the heart of TOPSHOP’s vision?
Without doubt, it’s our in-house Design Team. A strong group of experts, they’re the creative fuel that keeps TOPSHOP ahead of the curve.
Drawing from rich personal and cultural experiences – global travel, vintage finds, emerging trends – the team is passionate about translating innovation and craft into unique, original pieces that consistently become seasonal must-haves.
In this environment of creativity and craftsmanship,
we look up, never sideways. We play in the space between high street and luxury. We inspire not just our customers, but the whole industry. TOPSHOP isn’t just
a market leader – it’s a fashion authority.
Our creative direction celebrates TOPSHOP’s heritage, upholds its taste-making influence, and evolves it for the next generation.
BRAND
FOUNDATIONS.
AN
ICONIC
BRAND.
