Heads up Topshop and Topman fans! Both brands just launched at ASOS, expanding their digital presence tenfold. Though the British-based online retailer announced the partnership last May, it only went into effect last Saturday, September 28, 2019. Now, shoppers can buy both labels on the online shopping behemoth, which might also include future designer collaborations. With this slightly surprising business move, both Topshop and Topman join a list of well-known contemporary labels already part of ASOS’s incredible roster. They include Miss Selfridge, River Island, Missguided, and many more. ASOS made the initial announcement on Twitter last May, posting, ” “BIG. NEWS. TOPSHOP & TOPMAN ARE COMING TO ASOS. Keep your eyes peeled later this summer!”. While they initially said “later this summer,” the team-up didn’t go into full effect until early fall of Late September. And even then, not all countries are able to buy Topshop and Topman from ASOS yet. As of this writing, items from both brands remain unavailable on ASOS to shoppers from Norway, Israel, Finland, and Denmark.
For years, fashion mavens and enthusiasts alike considered Topshop and ASOS as rival competitors. Even though one is a high-street fashion brand and the other is an online retail space. Yet both entities offer shoppers trendy and fashion-forward clothes at affordable prices, hence the purported rivalry between the two. When asked about the new partnership, Topshop and Topman CEO Paul Price replied, “Our customers are at the heart of everything we do, from designing key fashion at a great value to collaborating with the world’s leading talent across all genres including fashion, photography, and music – we want to constantly inspire them.” He also noted of ASOS, “ASOS is the pioneer of online shopping, so we are thrilled to be partnering with a digital leader and look forward to reaching a new audience on a global scale.”. With the recent news of Topshop and Topman’s current financial troubles, it’s no surprise that their parent company, Arcadia Group, went for such a partnership. News outlets reported that both key brands lost a combined amount of £505 million last year. Furthermore, in their 200 stores in the UK, sales went down a significant 9%, enough to cause alarm within the company. The brands’ retail performance paled in comparison to their rivals, H&M, Primark, and of course, ASOS.
Since officially launching this past weekend, both retail brands have gone full force in terms of marketing. Both entities stayed busy posting on social media and YouTube all sorts of advertising content to draw more attention to the new partnership. Their most recent endeavor is a new limited podcast series, “Twinning is Winning”. The program stars both Topshop and Topman’s Personal Shopping Manager Mark Brightmore and ASOS spokesperson, Lotte. Here, they interview a slew of industry insiders, such as stylists Jamie McFarland and Zack Tate, as well as models Charlie Barker and Lily Jean Bridger. What do you think of this new partnership? Are you excited to shop for Topshop and Topman items on ASOS? Share your reactions in our comments section below!
- Topshop Featured Image – Fashionista.com
- Asos launches Topshop – The Sun.co.uk
- Topman Ad Campaign – Fashionbeans.com
- ASOS features Topman and Topshop – Asos.com