Topshop Unique is Experimenting with a New 'Runway-to-Retail' Format

By: Laura McQuarrie - Sep 3, 2016
References: topshop & vogue
This year, after watching the Spring and Summer 2017 Topshop Unique runway show at East London’s Old Spitalfields Market during London Fashion Week, consumers will immediately be able to purchase pieces that they saw and loved at a pop-up stall.

This new initiative is being launched by Topshop as part of a strategy called 'Runway-to-Retail,' which makes it possible for those who attend the show to be amongst the first to get their hands on the newest additions to the luxury clothing market. Online, consumers will also be able to order select items from the latest Topshop Unique collection and almost immediately get their hands on the season's hottest styles.

Brands like Burberry, Tommy Hilfiger and Tom Ford are a few other key players in the fashion industry that have also adopted this model.