for what it’s worth

stories and stimulus from a consumer insight consultant


It’s official- today Topshop will unveil a long-term collaboration with Kate Moss to design a range creatively titled ‘Kate Moss for Topshop’, due to hit stores in spring 2007. Talking to WWD, Phillip Green (owner of Topshop and most of the UK high street) said of the agreement

“She is a fashion icon in terms of the U.K., probably the best-known model, and is what Topshop is all about in terms of fashion. Our customers identify with her.”  “She told me what she likes about Topshop, and that she’s always shopped there,” he explained. “It’s her market, appeals to her, and what she wears and represents in terms of fashion is what we’re trying
to do with the brand to position it in a slightly different place. She knows fashion, and said what she wanted to do was to put more of her ideas into the business because she knows what people like to wear. She believes she can bring value to Topshop if she works with our designers to create a collection.”

The WWD article goes on to talk about Topshop’s support of young designers and its sponsorship of the New Generation collections at London Fashion Week, and whilst talking about his desires to build Topshop into a global brand,drops a second exclusive- Green is funding a fashion academy in New York to train retail and fashion executives, due to open before the end of the year. Watch out- Phillip Green is going to take over the world!!

Filed under: brand extensions,

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