Online fashion retailer Asos is giving British brands Topshop and Topman a pioneering role in its own growth strategy, according to a press release. Asos clearly relies on the British cultural identity of both brands.

assistant take over Topshop and Topman in February 2021 from the ailing Arcadia fashion group. Under Asos, Topshop and Topman have increasingly digitized over the past year and a half. The label now no longer has its own store – Asos web players don’t want it – but they have their own page on the Asos website. It was recently filled with new text and images to sharpen the online identities of the two brands.

Topman and Topshop now both have ‘London’ as a subtitle under the brand name. The text about the two brands also explicitly refers to the British history of the two brands. “If you grew up in the UK, you probably have fond memories of Topshop,” he says. The page also features interviews with London creatives.

In addition, the two brands received a new combined logo of two crooked lines which, according to Asos, stands for ‘two legacy brands, Topshop and Topman, united under one flag with the same DNA’.

New collections and sales at American department stores

This new visual identity coincides with the launch of the fall collection, the first of the two brands to be fully realized under Asos. In terms of content, the collection builds on aspects of existing Topshop and Topman, such as the extensive denim collection. Limited edition items and rows for larger sizes have now also been added. In addition, more focus will be placed on ‘creative design and quality’, according to the press release.

In business terms, Topshop and Topman are now seen as ‘a central part of Asos’ international growth strategy’, according to a press release. The company carries the two brands not only digitally, but also physically across borders: Since earlier this year, Topshop and Topman, for example, have been in 106 stores at American department store Nordstrom, the latter buying minority stakes in both labels. year. This is the brand’s first physical retail point since Asos’ acquisition of Topman and Topshop.