Topshop uses mobile and social platforms to push into China

Monday, 06 October 2014
Arcadia's Topshop has joined forces with ShangPin, China's first online multi-brand fashion retailer, to host a mobile experience known as 'The Mobile Adventure', in honor of the brand's official launch on ShangPin.com.


“Today’s young Chinese consumers have an appetite for luxury,” explained David Zhao, CEO of ShangPin. “This new generation of Chinese consumer is looking to fashion as a means of self-expression and is seeking a more egalitarian mix of designer and high street brands, merging the two into a single look. Topshop, and our growing roster of Western brands, are perfectly positioned to answer this growing demand.”

The mobile event was held on Friday,September 26 at one of the largest shopping centers in Beijing, The Place, where over 5,000 shoppers participated in the two day event. 'The Mobile Adventure' invited shoppers to experience the e-launch of Topshop by virtually “trying on” and purchase items using QR codes, pose for photographs and share them on social media platforms which included WeChat and Weibo.

The event featured a pop-up stand where its interior's was based around Topshop's flagship store on Oxford Circus. Prior to entering shoppers were required us mobile and QR code sharing before being admitted. Inside the stand there was a giant smart phone which displayed 300 Topshop looks and allowed shoppers to use a QR code to purchase an outfit for next day delivery.

Since the launch of its mobile app last year, ShangPin has noted 40 percent of its sales transacted via mobile. “We wanted to introduce Topshop to China in a way that had never been done before by any brand or retailer,” added Zhao.

“For China’s young consumers, who were born in the ‘80s and ‘90s, and spend up to 30 percent of their day online or on mobile, it was only fitting that we do it through a bold experience that seamlessly merged the physical and virtual worlds. This is how we live in China today.” ShangPin will also showcase 300 looks a months via its styling and social marketing platform, which includes WeChat and Weibo. The website aims to roll out editorial and style content for additional brands next month.

Sir Philip Green, owner of Arcadia Group believes that Topshop partnership with ShangPin will help introduce the brand to millions of Chinese fans whilst maintaining the brand's DNA and capitalizing on the growing m-commerce trend.

“Working with ShangPin has allowed us to directly and effectively connect with the Chinese consumer in a way that would not be possible through a traditional brick and mortar presence,” said Sir P Green. “The consumers we are trying to reach are doing all of their shopping online and on their phone. They are looking for more than just a convenient check out, they want trend driven products and advice on how to style a look – something ShangPin is well positioned to help us deliver.”

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