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Why Topshop is falling out of fashion with the Instagram generation

Instagram influencer and fashion lover Ono Bello takes a selfie. Next to this, Topshop’s online presence falls flat – clunky and unglamorous. Fashions rise and fall on Instagram feeds. To keep them interested, retailers need to match that pace. Online retailers don’t have physical stores holding them back, and are better able to better match the dynamism of social media trends. While Topshop’s Oxford Circus flagship store is still a “destination” shop, branches outside the capital can feel like relics of an age before digital shopping carts, without the pull of a brow, nail or blowdry bar. Young, often cash-strapped shoppers also want cheap clothes. Topshop’s current festival fashion includes an £85 maxi sequin cape , a £90 cropped feather gilet and a £50 limited edition feather collar . And these are not clothes to be worn again and again. Compare that to Boohoo, whose Festival Shop has very few items over £30, and most under £20. For those seeking something a bit more high-end, but still high street – the people who grew up buying Topshop as teens, but have since become buyers of office wear and maternity wear – other brands have stepped up. There’s Zara for the more fashion-forward crowd, Cos and newcomers such as Finery.

For the original version including any supplementary images or video, visit https://www.theguardian.com/business/2017/jun/07/topshop-falling-out-of-fashion-with-instagram-generation

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