Will Topshop Push Blind Dates? To Attract Consumers?

The fast fashion brand Topshop has accumulated a large number of supporters since its establishment. However, with the decline of fast fashion in recent years, the "time-honored brand" brand is also facing a wave of closure. Most shops announce the end of the operation overnight. The past scenery is clearly absent, and it is urgent to come up with a change of policy in a short time, which has become an important task of the brand at this stage.

Recently, news came out that Topshop will cooperate with Vice's Virtue to launch dating programs, hoping to attract millennial consumer groups.

Instead of making changes in costume design and raw materials this time, instead of focusing on marketing campaigns, hoping to attract the attention of consumers again and restore their influence in the market, they launched a blind date program called "Date Dash" in collaboration with Virtue, a young American cultural media under the Vice. The purpose of the selection is to select 3 players in the Topshop and Topman stores in the UK, and to match them with a set of clothes in a limited time to attract and find a date.

Jason Griffith, the brand director of the group, said that creating content that is valuable and entertaining and able to communicate with consumers is the core of this cooperative launch of dating programs, and whether it can attract new generation consumers. Let's wait and see.