Commenting on the deal, Green said: “We decided to partner with ShangPin in China because they demonstrated to us their capacity to operate brands and understand marketing and brand building.
“As we continue to grow our global expansion, this will be a step forward using the power of China’s online reach and therefore selling into one of the world’s most exciting consumer markets.”
Arcadia team up with ShangPin to launch Topshop online in China
David Zhao, chief executive of ShangPin, added: ‘’The Arcadia Group’s portfolio of fashion brands is perfectly suited to ShangPin’s customer base and we are thrilled to be bringing both Topshop and Miss Selfridge into China with their respective brand DNAs.
“They are already successful international retailers who have made their mark on the British high street, as well as with partners around the globe, and I am confident they will do well in China. We plan to deliver the most current fashion trends into 400 cities across China to dress a new generation of fashion lovers.”
The addition of Topshop and Miss Selfridge in September will coincide with ShangPin’s new styling and social marketing platform, which will allow the e-tailer to style up to 1,000 looks per month to showcase all of its brands.
Claire Chung, vice president of international business development, explains: “These “looks” can then be shared across all Chinese social media including Weibo, WeChat, and QQ. With Topshop and Miss Selfridge, we will be able to show the customer how to mix and match the styles alongside designer brands.”
This digital partnership follows Topshop’s announcement that it is launching a dedicated “brandshop” on European fashion e-tailer Zalando targeting customers across continental Europe with an emphasis on Germany, France and the Netherlands.
Image: Topshop ShangPin holding page