Rumours have been circulating faster than Chinese Whispers in the last month about Topshop coming to Australia. Many fast fashion retailers have been dreading this very moment, due to their collections being "inspired by" Topshop for many years no doubt. However, the iconic retailer's entry into the Australian market has been a rather unexpected strategy.
Topshop is known for their serious retail department size stores and yet their move into Australia indicates a change in pace. Partnering with the designer fashion retailer Incu, Topshop will only showcase their Kate Moss for Topshop collections, Topman and catwalk collection "Unique" through Incu. In other words... the premium end collections from Topshop. Their ability to pitch the brand across many markets and demographics has long been a Topshop trade signature; selling "fast fashion" with a high end approach!
For Incu, this partnership is a serious coup for the Australian retailers who stock many local and international labels like Helmut Lang, TV, Karen Walker, Acne, Bassike and Alexander Wang to name a few. Incu have long worked with designers and artists for unique collaborations in store and have created a desirable retail theatre experience in their Sydney and recently opened Melbourne men's store. Topshop has huge brand credibility, desirability and this will no doubt drive some serious traffic into the Incu Oxford Street Paddington Store where the "Incu presents Topshop" range will reside.
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