The British fast-fashion brand Topshop is growing in popularity among Chinese shoppers, thanks to its new visibility on the online retailer Shangpin.
Topshop opened its first flagship store in Hong Kong in 2013 and two more in the city earlier this year. But the brand didn’t hit the mainland until it began selling its products on Shangpin at the end of this past summer. David Zhao Shicheng, who serves as Shangpin’s CEO, indicated that Topshop has now become the most popular brand on the site.
Consumers like Topshop because its clothes are trendy but more affordable than other luxury brands, as well as “easy to mix and match with other clothes,” according to China Daily.
Mobile devices have been pivotal for Shangpin; according to Zhao, the retailer makes more than 65 percent of its sales on them. When the e-retailer launched Topshop, they set up a huge pop-up station with displays of the latest collections at The Place, “one of Beijing’s trendiest locations,” as part of a two-day promotional campaign called “Mobile Adventure.”
“Now in the time of social media and a moving digital world, of course, [fashion houses] choose to sell online first,” says Zhao, adding that “Chinese fashion consumers are getting younger. Most are in their 20s and 30s, and there are even some teenagers. They live between the physical and virtual worlds.”
Though Shangpin is far from China’s largest e-commerce platform, with only 5 million users, it is the first online retailer that sells only fashion. Brand and style education has been a priority for Shangpin since its founding in 2010, as Winnie Foon, the platform’s vice-president, explains.
“Shangpin’s regular shoppers are young, pursuing self-expression and individuality, and they enjoy mixing and matching styles and brands. We provide some 1,000 looks every month online and give tips to customers — all added value of our service.”
image credit: shangpin