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While Manchester-based Boohoo, PrettyLittleThing and Missguided, as well as Asos, have adventurous online offerings, Topshop is beginning to feel staid. Model Lineisy Montero Feliz on the catwalk for Topshop Unique at London fashion week. Photograph: WWD/Rex/Shutterstock Styling seems to be second nature to these younger brands – shoots of models wearing metallic bralets and sequinned miniskirts mirror what young consumers see on the Instagrams of influencers and reality TV stars. 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.

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