The first TOPSHOP in Alberta has arrived.
300+ 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.
Steph 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.”
Like 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.
In 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.
