It was confirmed on February 1, 2021 that ASOS has officially bought Topman, Topshop Miss Selfridge and HIIT in a deal worth £330m, resulting in the closure of their stores and the loss of employees jobs. Now things are about to change and ASOS are ready to reveal their latest iteration of the British clothing labels.
ASOS said they’re very nearly ready to demonstrate a new visual identity for the two labels that they purchased in 2021 from Arcadia Group.
The visual identity will appear as a digital storefront on a stand-alone landing page on the ASOS website. This will be the vest first time ASOS have committed a stand-alone storefront to labels from their site.
While Topman and Topshop have always been related and shared shop floor space, for the first time ever, a new monogram with interlocking Ts is being designed to unite the two iconic high-street brands under one symbol.
Head over to ASOS to check out how they’ve inserted Topman & Topshop into their e-commerce space and shop their signature denim collection and 100s’ of brands.
ASOS has preserved a lot of Topman and Topshop’s DNA, such as remaining focused on their most popular categories of denim and tailoring, plus keeping the same design teams as those who worked under the ownership of Phillip Green’s Arcadia.
However, ASOS have also made changes when they seem its necessary. They’re been working with the design teams on a “digital-first” approach. Previously Topman and Topshop did have an e-commerce element but mostly sold through their physical stores.
ASOS have been working closely on issues of phasing, timing, colour options and styling of the merchandise to ensure the items appeal to a customer who is viewing the products online rather than browsing a physical store.
Topman and Topshop still have 106 Nordstrom stores in North America, where it has been reported that business is apparently booming.
Despite having many stores in North America, under ASOS, Topman and Topshop are able to have a much wider reach globally as they can be delivered to 230 countries.
Topman and Topshop will also be introducing more inclusive sizing through their new Curve range, which covers sizes 18 – 28.
ASOS will also be introducing a limited-edition series for fall 2022 that is described as “the purest expression” of the brands’ new vision.
ASOS announced last year that the overlap between their own customer base and that of Topman & Topshop was an attractive element of the deal.
Many believed that the £330 million deal from ASOS to purchase ownership of Topman & Topshop was a bargain. According to Euromonitor, the acquisition secured ASOS’ spot among the top five apparel and footwear e-commerce sites in the world.
Thousands of shoppers including myself will be waiting eagerly for the limited-edition fall 2022 announcement from ASOS and to get our first look at the new digital generation of Topman and Topshop.
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