Sir Philip Green is hailing the launch of the Kate Moss collection a success after footfall at Topshop rocketed on 'K-Day'.
"It's all good," he told Drapers. "You can't buy that type of publicity. But we've still got stock."
Topshop owner Green would not disclose figures, but a source said footfall levels soared by triple figures in some stores on the day of the national launch.
The source said the launch had beaten sales predictions, despite a backlash from press and consumers. "It exceeded expectations nationally," he said. "The launch has had a huge impact on the business. The (footfall) numbers are ridiculously high, but Topshop will be better placed by the end of the week to draw a true comparison."
Outside London, the range went down best in cities with student populations, such as Manchester and Leeds, with the coveted floral dress selling out on the first day.
Topshop's website sold out of all styles by 8am on the launch day, but stocks have since been replenished.
As the range debuted at the Oxford Street store on Monday, Green said it was about more than the hype. "It's all about business. It's not just about one night, this is a long-term plan," he said.
For Drapers' verdict, visit www.drapersblog.com.
- Green is rumoured to be mulling a bid for US department store Barneys, following his comments to the press at the Moss launch.
WHAT THE SHOPPERS THOUGHT ...
"I stayed overnight in London so I could be here early. I'm a student so I have spent far too much money, but I'm so glad I came because it was really well organised."
"I thought the dresses were beautiful, but everything else was a bit random. I expected the queue to be bigger, but it wasn't as crazy as I thought it would be."
"I would have bought one more thing if the white dress was in stock, but they'd already sold out when I got in there. I got here at 5.15am this morning and was sixth in the queue."
"I bought the maximum five items, including denim hotpants. Kate Moss is such an enigmatic style icon and this is our chance to copy what she is doing."