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Essay text:
Strategic Direction. Bradford: Feb 2005. Vol. 21, Iss. 2; pg. 24, 3 pgs
UK-based Topshop began as a small concession in 1964, and has since grown into a strong trading company with a 9.3 percent growth in sales in 2002. The target market is similar to that of Australian owned Sportgirl, aiming at a fashion conscious 15 to 25 age group, and the store boasts reasonable pricing and an infamously short catwalk-to-high-street-lead-time.
Topshop has been acclaimed for their quick response times to catwalk trends and celebrity fashion statements, thus enabling the brand to stock the leading fashion styles first at a high street price
History
Topshop was established in 1964 within a Sheffield department store called Peter Robinson, however, a year later, the same store allocated Topshop space in the basement of its Oxford Circus store in London...
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