Topshop takes digital path to global expansion

03/6/2013 | Advertising Age (tiered subscription model)

Digital is key to Topshop's global expansion plans, as evidenced by the recent "The Future of the Fashion Show," in which the U.K.-based fashion retailer partnered with Google to offer fans around the world a virtual front-row seat at London Fashion Week. "People already have an affection for Topshop, celebrities wear it, and in the U.K. they're making really good money. All we need to do is scale that behavior, because it's not a global brand by proxy of the fact that we don't have the stores," Topshop Marketing Chief Justin Cooke said.

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