Can Topman Take on Topshop?

Topman has recently been having a bit of a quiet time when compared to its sister store Topshop. 

Topshop has seen model Kate Moss design a series of clothing ranges, resulting in mass queues outside the Oxford Street store and producing frenzied scrummages normally only seen outside a boyband’s record signing.

Then there has been the launch of both stores in the States with a boutique opening in New York. But yet again, it was Topshop that had the prestige of a reality show with barely a mention of the Topman branch in the hectic goings-on filmed in the build-up to the throwing open of the doors.

But recently it was the turn of Topman to assert itself with a re-launch of its new Oxford Street branch. Not only are there now two floors dedicated to the latest range from the store but there is also a barbers attached. It is an old-school style barbers although the prices offered for the services are not of the traditional sort. A shave costs £31 and however precise and smooth a shave you might be getting, it does seem a little over the odds for someone to pay.

But what really matters are the clothes and these are supposed to be the main draw. For a store like Topman, the style on offer is quite a rapid change in direction. Topman are renown for their relaxed sophistication but the clothes recently on display were in thrall to the Shoreditch look with check shirts and tight fitting jackets. There were also winkle pickers of various colours to complete the look.

There was a noticable lack of ideas that seemed to infuse the latest collection. Rather than employ someone like Moss to design a new range, the new clothes for Topman looked like they had been simply cribbed from those hanging around the Old Blue Last. This is a look that has been around for five years and feels like a false move from the store.

Topman’s regular customers are unlikely to adopt the style on offer and those who naturally adopt this look are unlikely to come to Topman for these clothes. Unless Topman gets back to what it does best rather than trying to capture some flagging trend, it will remain in Topshop’s shadow for a lot longer.

Topman
36/38 Great Castle Street
Fitzrovia
W1W 8LG

Tel: 020 7636 7700