Topshop & web 2.0 retail
The buzz continues to roll for Topshop and the Kate Moss collection. Of course it will sell out practically straightaway perhaps even make the obligatory appearance on ebay. At the end of the day they’ve made it happen for which they must get a gret deal of credit.
Originaly there was much gossip about wether Kate Moss had precipitated the resignation of Jane Shepherdson, former head honcho at Topshop. This really signalled the start of a (viral?) PR and marketing campaign that will culminate on the 1st May with the launch of the Kate Moss collection. Yesterday’s Topshop stylenotes email included a link to a new Kate Moss Topshop website, a one page site along the lines of a Myspace page to whet our appetites.
Topshop it seems are getting it right online. Not only this quick preview type of website but also their ‘style notes’ retain the interest every week, an RSS feed of their top 10 ‘Daily fix’, a Style Blog with competitions a video podcast site and more. There’s been much talk of retailers embracing web 2.0 and what it means to them (I know … let’s have a forum) with even a 16 page pullout in Retail Week. But, Topshop it seems are ahead of the game, especially since two thirds of UK fashion retailers don’t have a transactional website yet. I know it’s only April but are they going to miss out on online sales at Christmas again?
As the antithesis of Topshop’s multi stranded online marketing model Primark launches a new store in Oxford Street this week. Their website doesn’t exactly celebrate this, no doubt it’s in construction but it does let down what is otherwise a good value fashion retailer.
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