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It was a name that had cache – and fashion editors didn’t think twice about dressing in Topshop threads. But now young consumers are more likely to pick their party outfits and festival fashion on their phones than traipse to bricks and mortar stores. And Topshop, once a stalwart of the British high street, is falling behind the rash of other UK retailers offering up fast(er) fashion, on the cheap, online . While Manchester-based Boohoo, PrettyLittleThing and Missguided, as well as Asos, have adventurous online offerings, Topshop is beginning to feel staid. Model Lineisy Montero Feliz on the catwalk for Topshop Unique at London fashion week. Photograph: WWD/Rex/Shutterstock Styling seems to be second nature to these younger brands – shoots of models wearing metallic bralets and sequinned miniskirts mirror what young consumers see on the Instagrams of influencers and reality TV stars. Next to this, Topshop’s online presence falls flat – clunky and unglamorous. Fashions rise and fall on Instagram feeds. To keep them interested, retailers need to match that pace. Online retailers don’t have physical stores holding them back, and are better able to better match the dynamism of social media trends. While Topshop’s Oxford Circus flagship store is still a “destination” shop, branches outside the capital can feel like relics of an age before digital shopping carts, without the pull of a brow, nail or blowdry bar.
For the original version including any supplementary images or video, visit https://www.theguardian.com/business/2017/jun/07/topshop-falling-out-of-fashion-with-instagram-generation