The British high street gets a warm welcome Down Under as shoppers queue for 17 hours to see Topshops's first Australian store in Melbourne.
BY Olivia Bergin | 08 December 2011
Around 250 shoppers - mainly fashion-hungry young women - queued up overnight to be the first to get a piece of the Topshop and Topman action in Melbourne yesterday. The first 20 people in the line were rewarded with $100 (£65) vouchers to spend in store, which is situated on Chapel Street - the city's main shopping hub.
The Arcadia-owned retailer had already whetted Australians' appetites with an online presence, but as Topshop's Gordon Richardson explained: "It made sense to have a shop that told the whole story... there's only so much you can do online."
Topshop creative director Kate Phelan, who was formerly fashion director at British Vogue , was on hand to explain what makes the store's clothes so desirable - in particular the much-coveted "London look".
"That creative layering, it's very street style and that's something London does well," she told The Australian . "It's the way that musicians dress and music is a very big influence on British fashion. Unlike the French, we don't have that history of heritage labels so we turn to music."
The 1600 sq metre store will not only stock mainline Topman and Topshop collections, but the Boutique division for women, and collaborations with London Fashion Week designers, such as Mary Katrantzou. Melbourne acquired its first Zara in June - to similar scenes of pandemonium, and Sydney is rumoured to be next in line to be bestowed its own Topshop.