British brands are becoming increasingly popular on the international platform, with luxury fashion houses such as Burberry and Mulberry enjoying particular success in emerging markets such as India and China. However, it is not only high-end fashion houses enjoying their moment in the sun, as high street favourites have experienced a boom in international sales thanks to their online presence.
This demand has caused many to consider their options abroad, with the American market the first port of call for many. In fact, Topshop owner Arcadia has raised the bar with its latest challenge – to open 28 stores in 28 days throughout the United States.
The move is part of Arcadia’s aim to expand its franchise store base by 150 in the next year, and will further strengthen the group’s relationship with American department store Nordstrom. At present, there are 14 Topshop and Topman concessions within Nordstrom stores, but this will increase to 42 throughout the coming month.
While there are currently five stand-alone stores under the Topshop brand in the United States, this tie-in with department stores has proven to be an immensely profitable move, largely because it is lower risk and more cost effective than rapidly expanding its branded commercial property portfolio. This latest deal will see Topshop’s American consumer base expand once more, as it will be introduced to cities such as Houston, San Diego and Washington DC for the first time.
However, Arcadia owner Sir Philip Green does not simply have his eye on the American market. He revealed in a speech to Arcadia’s conference partners last week that store openings are currently in the pipeline for next year in countries such as Australia, Canada and Vietnam.
2014 will also see Topshop launched in New Zealand, with a flagship store set to open in the middle of the year.
Do you think British high street brands will enjoy the same success as luxury brands do in America, or do they face too much competition from home grown retailers such as Abercrombie and Fitch and Banana Republic?
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