Arcadia Group’s Topshop and Miss Selfridge will soon be available to shoppers in China.
Multi-brand luxury e-tailer Shangpin.com and Arcadia Group have signed a deal that will place Topshop and Miss Selfridge collections on the e-commerce website, according to Vogue UK. Launched in 2010, Shangpin.com boasts five million users and was the first e-commerce platform to sell multi-brand contemporary fashion in China with collections from companies including Lanvin, La Perla, and Diane von Furstenberg.
Topshop opened its first flagship store in Hong Kong last year on Queen’s Road Central, and opened a 6,300 square-foot store in Queensway Plaza in Hong Kong last month, the first and only Topman store in the city. The company will open a third store in Hong Kong’s Causeway Bay this month, which will feature all of the key Topshop collections.
As the brand expands in Hong Kong, Shangpin will allow Topshop to tap into mainland China’s e-commerce market. “We decided to partner with Shangpin.com in China because they demonstrated to us their capacity to operate brands and understand marketing and brand building,” Arcadia Group owner Phillip Green said.
Shangpin CEO David Zhang added, “In the last two years, we have been building China’s most fashionable online customer database and being online means we have our pulse on what the consumer needs.”
Furthermore, Fashion United reports that the e-tailer has created an innovative social marketing platform in which the company will create up to 1,000 styles per month to show customers how to mix and match the designer brands on Shangpin to create signature looks. Each of these style combinations can be shared across China’s social media platforms, including WeChat, Weibo, and QQ.
“China’s new fashion consumer are in their 20s to 30s and are moving away from big logos to being fashion forward and wanting to express their individuality through mixing and matching styles and brands,” Shangpin’s CEO explained.
Topshop and Miss Selfridge products will be available for sale on Shangpin.com starting in September.
image credit: thinkretail