Set to celebrate its 40th birthday next year, Reiss has received an early birthday present at this year’s awards. And so it should.
Reiss impressed this year’s judges with its transformation into a fully fledged premium retailer, with womenswear receiving particular praise for exceptional sell-through during 2010. A bold but well-rounded advertising campaign for autumn 2010 caught the attention of its peers, as Reiss launched an online teaser movie across fashion blogs, Facebook and Twitter, with the full campaign also appearing in print. Reiss even has its own dedicated YouTube channel. As well as cementing its premium positioning in the UK, the retailer is expanding internationally, with new markets on the agenda next year.
Topshop cemented its authority on the UK high street with the opening of a store on Knightsbridge and tweaked its Oxford Street store by developing its personal shopping and VIP areas, proving it offers its fashion and style-hungry shoppers a complete lifestyle experience.
2. All Saints
All Saints continued to defy a tough economic climate in 2010 by posting continual profit hikes, while its distinctive product is constantly imitated by high street chains. Earlier this year, it opened a store on New York’s Broadway, smashing sales targets instantly.
H&M’s online teaser campaign to reveal the identity of its latest collaboration for autumn 10 kept the industry on its toes. Once revealed,
it was much applauded, with the fast-fashion retailer bagging the admired Lanvin to add to its already impressive tie-up roster.
This year saw M&Co’s website become the business’s biggest store, as it launched international deliveries to cater for its growing European customer base. Investment in advertising has seen the retailer reach a wider audience, while investment in its design department has allowed for better focus on product.
5. New Look
New Look has managed to refurbish some 79 stores so far this year and is on track to reach 150 by the end of 2010 to ensure its 9 million customers continue to come through its many doors. By opening a 26,000 sq ft flagship on Oxford Street this year, New Look has cemented its fashion authority.
By racking up annual sales of £200m, Republic whetted the appetite of investors, and the branded young fashion chain was eventually sold to private equity house TPG this year. It also launched its first capsule collection, Tough Love, and strengthened its design and buying teams, appointing a new head of womenswear, head of menswear and head of design.