News that Topshop has opened a new flagship store on
Manhattan’s Fifth Avenue is in keeping with recent research from the BRC showing
the popularity of British brands overseas. Daren Fitzgerald, commercial
director of Tryzens, a digital commerce solutions company shares his views on
this.
Many have tried and failed but the opening of a flagship
store for Topshop in New York highlights the trend towards increasing demand
for British brands overseas. This is spurred by a mature UK ecommerce market
relative to the US. What’s more, affordable travel and mass internet
penetration have made the idea of a purely local brand relatively rare,
particularly in retail. But to meet the demands of customers in the US, or
elsewhere in the world, while still maintaining the essence of Topshop’s brand
personality will require the right technology and for marketing professionals to
be aligned cross-borders and cross-channels. The logistics to achieve this are
phenomenally complex. Where many have run in to difficulty is by expecting to achieve
a single view of their brand across international markets by piecing a platform
together on top of different technology legacy systems in each country. It is
important to build the right systems from the ground up which can help to
effectively position a brand in various markets. A modern brand means a single global
presence which in turn creates a single customer experience.
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