Topshop will today (September 9) launch an American transactional website, coinciding with the launch of its latest Kate Moss (pictured) collection, as the Arcadia-owned brand attempts to appease US consumers over its delayed store openings. Topshop is using the cache of the celebrity supermodel to launch the fashion brand globally.
Arcadia initially intended to open its first US store in New York, along with men’s sister brand Topman, at around the same time as unveiling Moss’s seventh collection for the store, but it is now expected to open in November.
The first 2,000 people to spend over $50 online at the new store, www.katemosstopshop.com, will receive a free Kate Moss t-shirt. With each t-shirt given away Topshop says it will make a donation on behalf of Moss to the Starlight Children’s Foundation.
Moss launched her first Topshop range in spring last year across the retailer’s 300-plus UK stores and on its UK website. Last month it was rumoured that the supermodel was to receive $50m to launch the collection in China.
Her signing, orchestrated by Arcadia owner Philip Green, was understood to be among the reasons for the departure of brand director Jane Shepherdson in October 2006. Shepherdson, credited for raising the profile and sales of the Topshop brand, is now at rival high street fashion chain Whistles and consults for charity Oxfam.