In the ever demanding retail landscape to stay current and relevant, Topshop have again demonstrated their chameleon like ability to move with the times. This week launching a 'secret' in-store pop-up shop. Topshop’s Oxford Circus and New York stores have both adopted the strategy to offer specially-designed boutique and quirky collaboration pieces.
The Topshop Secret Store, thought to be a first for a high street chain, will be hidden inside the two shops so customers can discover the “secret” doorway by chance. It will be marked by a florist in the corner of each store.
The Secret Stores, which will be open for two weeks from Thursday (May 26), aim to offer customers unique pieces from designers including London-based milliner Nasir Mazhar, womenswear designer Ann-Sofie Back, and New York-based jewellery designer Pamela Love. Select pieces will be available online.
The 'secret' in-store pop up is a great initiative on Topshop's part to start customers talking about their brand. Already boasting an in-store nail bar, a personal stylist service, a lolly store and comfy couches, this new innovation proves that Topshop really understand their customers. They acknowledge that in a digital landscape they have to give people a reason to come and visit their bricks and mortar stores. Give them an experience that they can in turn tell their friends. Something I call 'why buy?' and Topshop do it very well.
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