In answer to consumers having direct access to fashion shows via social media and other channels all the time and the resulting fast demand of the latest runway fashion, British fashion house Topshop will start its initiative “Runway to retail” during the upcoming edition of London Fashion Week.
On September 18th, right after the Topshop Unique runway show takes place at London’s Old Spitalfields market at 3pm CET, selected pieces of the show will be available via topshop.com, net-a-porter.com, Nordstrom.com and Selfridges.com as well as in selected Topshop stores, two Nordstrom shops in the US and Selfridges in London. The styles will also be sold at an on-site pop-up stand at Spitalfields market to show guests and the public together with a selection of pieces by both established brands and new design talents, which have been picked via online platform appeahere.co.uk. The Topshop Unique spring/summer ’17 pieces which aren’t part of “Runway to retail” will regularly be sold as of November 11th on Topshop.com and in selected Topshop stores.
"We always wanted to bring our customers closer together with London Fashion Week. Especially now in the fast-paced global market, customer demands always get more immediate and we realized that the traditional model does not work any longer”, said Mary Homer, managing director at Topshop.