Topshop.com is a convenient way for people to shop online, to see the latest fashions, and to be referred to the latest fashion news.
In terms of some of the issues we have covered within the unit so far –
Online communities – this aspect isn’t so much relevant to Topshop.com, yet you still have to register and become a ‘member’ so to speak. From registering you can then have a personal account with Topshop and you’re able to purchase items. There is also the ‘wish list’ where you can add items you ‘wish’ you had; this is only for account holders. Therefore there is still a community feel in that being a member is being part of something and you have additional privileges.
Users also have the freedom to use the site to shop without the pressures of being in real life; they can sit in the comfort of their own home. With reference to a Journal “This capability creates a different dynamic in the consumer-business relationship, placing more control in the consumer's hands.” (Online Shopping: 2005) Although there are control and moderations, the internet still allows for freedom to be increased.
However, with reference to ‘freedom and the internet’ the Topshop website automatically opens as the ‘U.K shopping site’ but users have the option of transferring to the U.S.A website, therefore we can see here how ‘freedom’ is predominantly provided by the U.K and the U.S.
There is another element… celebrity culture. Kate Moss has her own range within Topshop, and this also can emphasise the British culture because Kate Moss is world known for being one of the most famous British models. Furthermore… Cheryl Cole is reportedly set to do her own clothing range in Topshop, which will also be available online.
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