The Sad Demise Of Topshop

As a former employee of a company who's brands went into administration multiple times, I find the news of other brands going into liquidation more upsetting than most, but as always, question what brought on the demise of a brand so high up on the high street's pedestal? How, where and why, did they go wrong?

It's so sad to see a huge name like Topshop in such treacherous waters – a brand that we always thought was safe, always above any trouble and always in the highest league of the high street, but as shocking as the news was, it didn't actually bring that much surprise to me. With the world of fast fashion, particularly in the form of online retail, Arcadia simply didn't keep up, in my regretful opinion. Topshop and Miss Selfridge in particular, are brands whom the younger generation should ideally be living in; brands that they were living in only a handful of years ago and had been for so long, but it seems today's youthful shoppers have switched to the likes of Boohoo, Pretty Little Thing and Missguided for their fast fashion fix.

I question if Arcadia's ego led them to believe they were almost untouchable, and began walking a very slippery slope with confidence instead of caution, thus failing to keep up with online competitors. I question if their ego ever even saw them as competitors at all. These online retailers obtain branding that's some of the strongest in the world. The sex and sass which comes with all three of them in the form of advertising is recognisable globally – I'm not sure Arcadia's is, or even compares.

Whilst they were meant to cater for younger people, the prices weren't aligned. The offers, discounts and services just simply weren't as attractive – they are quite frankly expensive given the quality, and whilst their prices were happily paid at one time, they can't compete with the value of online retailers when the product offering isn't worthy. I know of girls aged between 16-22 who never consider Topshop for their dose of fashion retail, but instead favour Stradivarius, Urban Outfitters and New Look when it comes to entering and spending in an actual shop. This to me, proves that their customer is still there, but they're simply choosing price and experience over simply put, just a name.

Given the impact of online shopping and retailers in today's society, I do still believe there's room for brick and mortar shopping, it just has to work harder than it ever has before. Shops need to provide an experience that online shopping can't – they need to provide the very best customer service, exciting merchandising, attention-grabbing styling, vivid store design and recognisable and distinctive layouts. Topshop simply no longer ticked these boxes.

Unfortunately, aside from their Oxford St. branch, their stores which were once stimulating, interesting and exciting, became dull, dark, un-inspiring and boring, quite frankly. As a result, the product no longer seemed as attractive, let alone worthy of the price point. The customer service wasn't anything special either, and the mannequins, visual merchandising and floor layout's were almost dated and even slightly bare. Topshop no longer held the beacon for exciting shopping – unless you were in central London.

When it comes to their online presence, they didn't go beyond basic; although there's nothing wrong with their website, it isn't as attention grabbing as their competitors. The styling of the models and the models themselves all feel very safe. If only they echoed the vibrancy, excitement and innovativeness of their Oxford st. store in all of their others and on their website too.

I give all of this criticism to Topshop, and praise to PLT, Missguided and Boohoo with regret – I wish it could be the other way round. I personally don't favour the sex appeal and the pricing of these brands, let alone their fast turnaround and option quantity, but unfortunately, most of the younger generation do, and as long as they're your customers, then that is your benchmark to compete with.

To me, Topshop was always quite edgy, unique and even “cool” - they had designs that most would wear, but also styles which the person who wanted to be different would wear too. Their denim was unmatchable, and their styling was exclusive – Topshop weren't always sexy, they were all about real fashion. I wish they had transferred that ethos into modern day expectations. Their USP could've maintained their uniqueness, edginess and small amount of sex appeal, whilst providing better quality, and less of an option count than than these online brands, justifying their pricing. But they didn't go with either; they kept their prices, as well as their outdated shopping experience. They stayed as they were. Fashion in modern society, is unfortunately fast, and Topshop remained at their leisurely pace.

I do truly believe that should they survive, they can compete with their online competitors; they'll just have to choose between lowering their prices but remaining as they are, or, keep their pricing, and alter their branding experience. They can be the brand who don't just offer slinky body-con dresses in 10 different colours which will be dated 3 months later – they can be the go-to for real fashion, an energetic experience and fair pricing.

I want that to be the case, I want Topshop/Arcadia to receive a lifeline and I want them to return to being one of the best on the high street. I want younger girls to have excitement about shopping there as I once did, and I want older women to continue to shop there, like myself – I don't want the future of younger fashion to be all about Pretty Little Thing, Missguided and Boohoo, let alone the countless other online retailers who exist to sell the same as all the others found on Instagram. Topshop and Arcadia are special – they earned their title, and they earned their fashionable position, and I do truly hope they can retrieve it with some re-strategising.

My heart goes out to every single employee of the company who is facing uncertainty within their employment, I know the feeling.