Topshop has opened the latest front in its bid to conquer the US with the opening of a flagship Fifth Avenue store in New York.
It forms one strand of a new international strategy for the British brand which is keen to diversify its customer base through aggressive expansion beyond these shores, part of a growing trend.
Daren Fitzgerald, commercial director, digital solutions provider Tryzens commented: “Many have tried and failed, but the opening of a flagship store for Topshop in New York highlights the trend towards increasing demand for British brands overseas. This is spurred by a mature UK ecommerce market relative to the US. What’s more, affordable travel and mass internet penetration have made the idea of a purely local brand relatively rare, particularly in retail. But to meet the demands of customers in the US, or elsewhere in the world, while still maintaining the essence of who Topshop’s strong brand personality is, will require the right technology and marketing professionals to be aligned cross-borders and cross-channels.
“The logistics to achieve this are phenomenally complex. Where many have run in to difficulty is by expecting to achieve a single ‘view’ of their brand across international markets by piecing a platform together on top of different technology legacy systems in each country. It is important to build the right systems from the ground up which can help to effectively position a brand in various markets. A modern brand means a single global presence, which in turn creates a single customer experience.”