Global fast-fashion retailer, Topshop, is launching its Australian e-commerce platform in April.

The fashion chain’s new site will offer expanded product collections, lower prices, delivery and a product range curated for the Australian market – with new styles arriving each week, concurrent with Topshop Oxford Circus, which is the chain’s UK flagship store. The plaftform is currently active and in the soft-launch stage, to be fully unveiled in the coming months.

Topshop said it will collaborate exclusively with local e-commerce suppliers and partners and the platform will also enhance consumers’ in-store experience, with the brand soon rolling out a personal shopping booking engine in the near future, allowing customers to book a complimentary appointment with a personal stylist instore.

“Topshop and Topman have always been internationally renowned fashion and trend leaders; the launch of our exciting new e-commerce platform stays true to our brands key point of difference,” said Deborah Papazoglu, head of e-commerce, Topshop Topman Australia.

“We are very excited to synchronise the physical and digital worlds to provide our customers with a seamless omnichannel experience.

“Our localised business mentality has always been consumer-centric and with our new e-commerce platform, we have the opportunity to respond to customer demand in real-time.

“We are very excited to now be able to offer Australian consumers a dynamic retail experience both in-store and online”.

Topshop said it was the first international high-street fashion retailer to launch in Australia in 2011 and that the new platform will see each all its Aussie stores act as a distribution centre for online orders.

Read more about Topshop’s strategic rationale and how it has spent the past two years developing the framework for its omnichannel offering in this week’s magazine. Subscribe via the link below.

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