Topshop - Oxford Street

Topshop on Oxford street is unlike any other. To begin with it is absolutely huge, there are so many levels that are just filled with everything from cupcakes to hair extensions. They do not just sell clothes and accessories but, sweets, watches, shoes, nail varnish, make up, bags and stationary. There is also a hair salon, nail bar and cafe located in the basement.

From the moment you enter Topshop you are engulfed by the atmosphere. There is loud music playing, people everywhere, lots of groups of mannequins dotted about and graphics and photography all over the walls. The majority of the stands have their own mini displays on top, for example the tights display had groups of legs sticking out from the top if it which were covered in layers of tights, socks and leg warmers. Every bit of wall space was covered, even the mirrors had text written over them. Clothes were grouped together in categories like, Kate Moss for Topshop, denim, boutique, knitwear and concessions to make it easier to shop. Topshop also support emerging international designers and a range of smaller labels.

As it is a high street brand there was a very informal atmosphere about it. It is definitely a shop that you need to take time to look around. I think I found it a nice shopping experience because I am their right target market. From the clothes right down to the music and decor I loved. It was new, fresh and exciting! The busy environment created a buzz that made the whole experience fun. In general I think Topshop appeals to a younger fashionable crowd as they are selling mainly throw away clothes rather than invest pieces. They are providing clothes for a generation that is constantly changing. Staff here are very friendly, approachable and knowledgeable, and to me this is important. As a customer if they show me attention I am more than likely going to spend more. DSM seemed far too judgemental on looks and I think a mix of the two shops would be a good combination, labels and a relaxed atmosphere. On the whole I would not mind buying in to the lifestyle that Topshop offers me. (Giovanna)

• Launched in 1964
• Part of the Arcadia group, owned by Sir Philip Green.
• 300 Stores in the Uk, 100 international.
• Flagship store created in 1994 in Oxford Circus
• Attracts 200, 000 shoppers every week
• Supports young british designers, recognised new gen scheme
• designers such as Jonathan Saunders, Christopher Kane, Marlos Schwab, Louise Goldin, Ashish, KTZ, Markus Lupfer
• Boutique and unique range. In store concession especially for Topshop.
• Kate Moss Collection
• Eclectic customer base
• Art installations
• Prices vary
• In-store DJ's / student Shop / Blow dry bar / powder bar / WAH nails (Tiffany)

-          The in trend store designed for all girls that love fashion.

-          This oxford street branch sells all things designer and high street brands from jewerelly, candy, shoes and make- up,  accompanied with a nail bar, tailoring service and hair salon.

-          Many designs include Nica’s, Paul boutique, Gogo Philips, Marc B, Orelia and Barry M cosmetics.

-          Customers range from working middle class to celebrities including Beyonce, Rihanna, Kate Moss and Naomi Campbell.

My opinion:

One of my favourite high street shops that is open to all customers of all ages and social class.

 It doesn’t have any form of constricted fashion but upmarket and unique collections with affordable prices. (Preeti)

(nadine)

• Topshop being one of the first shops i visited found it a most like a one-stop-shop of girls/women desires as there was a wide range of things you could buy from clothes to sweets, make-up to cupcakes & also get your nails and eyebrows/eye lashes done.
• I also found the Topshop customer were a mixture of young, high profile, working middle class & a vary of celebs such as Kate Moss, Rhianna, Naomi Campbell & Beyonce. 
• I saw mainly female staff from the ages of early twenties to about mid thirties.
• There wasn't a particular type of genre that they played it was a mixture of everything; very up to date with modern music which was played very loudly thought out the store.The atmosphere itself was very chaotic as there was a lot of people in the store which made it extremely hot & made me feel a bit agitated & wanted to leave ASAP; not only that but the security guard was following me.

• Due to the fact that i was not aloud to take photos within the store took a few of the window display & tried to get some of the intior design & the shop layout through the front of the store.

(Sheneka)