Philip Green’s Topshop has never been a great believer in advertising but it’s rolled out the (Christmas) barrel with its first (Christmas) film featuring a sultry Kate Bosworth singing Winter Wonderland. The film was directed by Michael Polish.
Wily old rag trader and property dealer Green (left) is trying to establish Topshop and sibling Topman in the US and he’s skilfully shunted the brand upmarket to become the flagship of his Arcadia retail empire which also includes Miss Selfridge, Wallis and BHS. He’s also sold a quarter of the Topshop brand to US private equity company Leonard Green for £250m.
British retailers in the US don’t have a great record of course; Tesco has just admitted (belatedly) that its Fresh & Easy chain there is a flopperoo, following on the heels of similar debacles by Sainsbury’s and Marks & Spencer.
British luxury brands like Burberry have done well though, so that’s what Topshop is inching towards.