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| Version 2 | Version 3 |
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| Topshop takes American plunge | Topshop takes American plunge |
| (about 1 hour later) | |
| By Greg Wood BBC News, New York Advertisement | |
| Inside New York's Topshop store | |
| Loud music and edgy fashions, boldly displayed with a very British flavour. That is Topshop's new flagship store in New York. | Loud music and edgy fashions, boldly displayed with a very British flavour. That is Topshop's new flagship store in New York. |
| For Topshop's top man, Sir Philip Green, converting this four-storey space in Lower Manhattan has been a nightmare, involving fires, floods, building delays and complaints from the neighbours. | For Topshop's top man, Sir Philip Green, converting this four-storey space in Lower Manhattan has been a nightmare, involving fires, floods, building delays and complaints from the neighbours. |
| But he is visibly excited by the result. | But he is visibly excited by the result. |
| "The pillars here are the originals," he says. | "The pillars here are the originals," he says. |
| I need to see this working Sir Philip Green | |
| "What's wonderful is to be able to restore a 100-year-old building. And as a retailer you've got a lot of height and light. Where would you ever believe that an escalator could become a creative part of the building?" | "What's wonderful is to be able to restore a 100-year-old building. And as a retailer you've got a lot of height and light. Where would you ever believe that an escalator could become a creative part of the building?" |
| This is a big step, even for a risk-taker like Sir Philip. He is entering the world's most cut-throat fashion market at a time when US shoppers are reining back their spending and clothing sales have spiralled downwards. | This is a big step, even for a risk-taker like Sir Philip. He is entering the world's most cut-throat fashion market at a time when US shoppers are reining back their spending and clothing sales have spiralled downwards. |
| A number of British retailers have previously come to grief in America. But Sir Philip says he has learned from their mistakes. | A number of British retailers have previously come to grief in America. But Sir Philip says he has learned from their mistakes. |
| "If I think of all the other British retailers that have been here, they haven't had enough differential - a reason to be here," he says. | "If I think of all the other British retailers that have been here, they haven't had enough differential - a reason to be here," he says. |
| "I think we've got something to bring to the market place. We're going to be very fashion-led here. We've got a $500 (£343) dress hanging 30ft from a two-for-$18 tee-shirt. It's different." | "I think we've got something to bring to the market place. We're going to be very fashion-led here. We've got a $500 (£343) dress hanging 30ft from a two-for-$18 tee-shirt. It's different." |
| Opening frenzy | Opening frenzy |
| New York's powerful fashion commentators agree. They have given Topshop their vote of confidence. Gina Kelly is Fashion Director at 17 magazine. | New York's powerful fashion commentators agree. They have given Topshop their vote of confidence. Gina Kelly is Fashion Director at 17 magazine. |
| The launch is generating much media interest in New York | The launch is generating much media interest in New York |
| "The recession is hitting our readers hard but girls still love to shop," she says. | "The recession is hitting our readers hard but girls still love to shop," she says. |
| The celebrity circus is in a full swing as the New York fashion world works itself into a state of frenzy over the Topshop opening. There is a round of parties for "friends" of the brand. | The celebrity circus is in a full swing as the New York fashion world works itself into a state of frenzy over the Topshop opening. There is a round of parties for "friends" of the brand. |
| And the paparazzi are desperate for a sighting of supermodel Kate Moss, who designs a range of clothing for Topshop. | And the paparazzi are desperate for a sighting of supermodel Kate Moss, who designs a range of clothing for Topshop. |
| Sir Philip Green says the hype is deliberate: "I think awareness is very, very key - to make sure we get traffic to tell us what they like and don't like." | Sir Philip Green says the hype is deliberate: "I think awareness is very, very key - to make sure we get traffic to tell us what they like and don't like." |
| But underneath the hype there is some sound economics at work. Unlike many other companies in these credit-squeezed times, money is not a problem for Topshop. | But underneath the hype there is some sound economics at work. Unlike many other companies in these credit-squeezed times, money is not a problem for Topshop. |
| "I'd like to think we'd make sensible investments, things we want to do," says Sir Philip. | "I'd like to think we'd make sensible investments, things we want to do," says Sir Philip. |
| "Could we make an investment tonight of $1bn? Yes we could. We're well-financed. We're able to do things if we really want to do them." | "Could we make an investment tonight of $1bn? Yes we could. We're well-financed. We're able to do things if we really want to do them." |
| Does Topshop plan to open other stores in the US? | Does Topshop plan to open other stores in the US? |
| "I want to see this store trade," says Sir Philip. | "I want to see this store trade," says Sir Philip. |
| "I need to see this working. Some of it we'll get right, some of it we'll get wrong. But we should just understand the model. | "I need to see this working. Some of it we'll get right, some of it we'll get wrong. But we should just understand the model. |
| "I would like to think we could have maybe 12 or 15 flagship stores in the US. Maybe we'll buy. We've looked at a couple of other chains here. I would like this to be the platform for the next bit of our growth." | "I would like to think we could have maybe 12 or 15 flagship stores in the US. Maybe we'll buy. We've looked at a couple of other chains here. I would like this to be the platform for the next bit of our growth." |
| So, launching in the US is a risk for Topshop. But, unlike many other British companies, it is in a position to take risk. And that in itself is quite an achievement. | So, launching in the US is a risk for Topshop. But, unlike many other British companies, it is in a position to take risk. And that in itself is quite an achievement. |