The buzz about the Soho launch of fashion retail outlet Topshop is overwhelming, and has been building to almost intolerable levels amid faulty openings and launch date rumors since fall. At first, I thought that the blogs were only jumping on the bandwagon of excitement, but as someone who recently picked up a few items at an international outlet and has caught Topshop fever, I can say that the anticipation is legit.
I can also say that KCD - the agency handling PR for the NYC launch – is doing its job. The agency is generating serious pre-launch buzz through its outreach, grassroots efforts - guerilla street teams handing out gift cards – pre-launch parties, and the Apr. 2 opening event with an appearance by Kate Moss, one of the shop’s British design partnerships for the US outlet. This Thursday, I recommend helmets and knee pads within a block of the store.
KCD declined to comment on PR activity supporting the launch.