Just got an email from Topshop, titled Topshop Spring Cleaning (Itâ€™s January chaps!), clicking through at their request it asks me to fill in my name, date of birth, address and gender so they can keep me informed about their latest offerings. It certainly looks real enough so I canâ€™t understand the phishing attempt unless Iâ€™m being completely gullible. I gave them my email address not an invitation to steal my identity. Then I look at the url and it says CheetahMail (aptly named) which of course is an Experian company, draw your own conclusions. Iâ€™d suggest somebody at Topshop needs a lesson in permission marketing. Now whereâ€™s that unsubscribe button?