Arcadia Group-owned clothing retailer Topshop will launch two cosmetics ranges, a core line and a seasonal trend collection, in May, reports www.planetretail.com. The new ranges will be offered in 30 selected stores including the US store in New York and on the retailer's website. Topshop's London flagship will have the most spacious display, according to Mary Homer, Topshop Managing Director. Topshop plans to augment the 97 SKU-strong core collection four to six times a year with the trend range, a collection of about 16 items.
The retailer began developing the upcoming ranges, which are manufactured by Intercos, two years ago. Items in the core line range from a GBP5 (USD8) eye pencil to the GBP12 (USD20) skin tint. Trend items, which include false eyelashes, are priced about 10% higher.
Marketing efforts will focus on instore events and the internet. The retailer will also host podcasts of Hannah Murray, who is responsible for designing the cosmetic lines, giving makeup tutorials on topshop.com. According to Homer, Topshop could also export the cosmetics line to other retailers: When we look at the full potential of cosmetics, then yes it would be nice to think we could expand the line externally. Topshop has already offered cosmetics before, in the mid-1990s when it introduced a limited, store-branded range. The Oxford Street flagship store also currently carries Barry M cosmetics. |
