IMG_2236The first TOPSHOP in Alberta has arrived.IMG_2240300+ people patiently waited their turn to pour through the newly opened doors this morning. But even with the most enthusiastic response to a TOPSHOP debut in Canada, the senior events and marketing manager tells me they still need to create more brand awareness.IMG_2255Steph Hoff whisks me away to the personal shopping room so we can chat.”We’re not really in-your-face billboard advertising,” she says. “It’s more organic, through social media and word of mouth.” Besides prepping for the opening event, the marketing team spent nine days partying in YYC — in the name of research. “To understand what the environment is like, understand what the people are like.”IMG_2281Like the flagship stores in Vancouver, Montreal and Toronto, the Calgary location will feature premium collections, collaborations and limited edition products. And that super VIP-yet-free personal shopping room. Which, I should mention, has a good-sized stash of cupcakes.IMG_2285In the denim dreams department:  my hunt for the ultimate classic jean jacket may be over. You can find TOPSHOP in all its two-story glory attached to Hudson’s Bay, at the south end of the mall.

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