Jane Shepherdson describes making Topshop No 1
The story behind the biggest retail opening on the high street
How the city became a fashion capital throughout Europe
Jane Shepherdson describes the inspired ideas she introduced
Founded in the 1960’s, Topshop’s flagship store on London’s Oxford Street reigns as the queen of the high street. A mighty machine where high street fashion cuts across both age and class, it brings to the fore the key elements which BIBA first started innovating back in the Sixties - notably to make shopping an experience.
After a brief heyday in the 1970s, Topshop lost its way in the 80s and was perceived as drab and old fashioned. The key re-invention occurred when ex-Topshop brand director Jane Shepherdson turned the store around with her innovative ideas, which included launching Topshop’s own Unique designer collection and creating a personalised, free shopping advice service to spread a bit of designer luxury at affordable prices on the High Street.
Plans are now in place to give America a little taste of the British high street as Topshop sets its sights on opening a store in New York.
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