Topshop opens NYC flagship store

NEW YORK — When I was 18, I was initiated into the world of Topshop by my hip younger sisters, Trina and Dianne, who lived in London. At that time the only British store I knew about was Marks & Spencer. So when they dragged me to Topshop on Kensington High Street, there amid the jumble of jumpers, striped cropped tees, plaid mini kilts, and piles of black opaque tights, I found myself hooked.

When Topshop finally opened in Manila, it became my go-to place for well-fitting, cheap but durable clothing. Imagine my surprise when my husband and I moved to the US two years ago, Topshop was nowhere to be found! Not even in New York, the veritable fashion mecca!

After researching online, I found out Topshop was opening a flagship store in SoHo, and I patiently waited for the day. But when opening day was moved from mid-October 2008 to November, and later March 2009 and finally April 2 — no thanks to glitches in construction — everyone’s knickers got into a twist, mine included.

All that anticipation must have eaten at the rational side of me. Days before opening, I found myself stalking the vicinity of the construction site in SoHo. I signed up for Twitter updates and followed the Topshop Heartschallenger van — hey, I wanted a Topshop goodie bag and those gift cards promising anything from $5 to $500.

My efforts were rewarded with a gift card, and finally the Topshop goodie bag on opening day.

Initially, I told myself there was no way I was joining the Topshop opening mayhem. Oh, and did I mention I am seven months pregnant? But since I was in the area, I thought I should drop by and maybe catch a glimpse of Kate Moss who flew in for the opening. Besides, the gift card was only valid for that day — I could use that in case the line wasn’t so bad.

As it turned out, the crowd started arriving at 8 a.m. So by 10:30 a.m., 30 minutes before Topshop opened its doors, the block was filled with photographers, TV news crews, hipsters and students waiting in line, and a curious bunch of pedestrians wondering what the fuss was all about.

As I faced Topshop on the opposite side of Broadway, I spotted at my side Sir Philip Green, the billionaire head of Arcadia, which owns Topshop. He was surveying the scene, drinking in the festive atmosphere, and looking pleased at the extravaganza he had created.

A guy dressed up as Waldo (of Where’s Waldo fame) caused quite a frenzy among photographers. Friendly neighborhood stores found a captive audience among Topshop fans. The store next door, Madewell, parked a coffee cart outside, generously giving away cups of coffee to those in line, while promoting their free T-shirt with jeans purchase promo.

Pinkberry on Spring Street found its way to Broome and Broadway to give away mini cups of frozen yogurt. Banana Republic SAs were giving away discount coupons, while two girls from Sephora were getting people to sign up for their loyalty card. A guy from G-Star Raw passed out postcards with a map of their Broadway location.

Not be outdone, Topshop gave goodie bags, cookies, bottles of water, and more gift cards to everyone in line who cared to ask.

At 11 a.m., a British emcee led the countdown while confetti canons greeted the crowd.

Kate Moss and Sir Philip Green opened the doors, and in less than five minutes, the first group of shoppers was let in.

When I came back around 1 p.m., I thought the crowd would’ve thinned out by then. But as I approached the barricade at the storefront, a bevy of security guys told me to go to the end of the line, which snaked down two blocks, down Broome and Crosby.

Two hours later, I was finally inside, greeted by an ostrich-feathered miniskirt in blush and sequined tops that would make Lady Gaga palpitate with delight.

With a makeover station in each floor and a DJ booth thumping out music, the scene inside was crazy and electric. Add that to four floors of Topshop heaven — with Topman at the basement and the remaining floors with Topshop basics, the whole line of Petites, Maternity, Kate Moss for Topshop and other designer collaborations. A whole section on the third floor is devoted to shoes!

It’s easy to see why everyone was in a Topshop tizzy. Ten-percent discounts were offered to students with school IDs; free Topshop T-shirts were given to customers spending at least $100; and purchases were packed in a special-edition Union Jack totes.

Fashion Week Daily estimates that Sir Philip Green spent $1.8 million for Topshop’s opening alone. This includes travel and hotel expenses, paid celebrity appearances and performances, in-store shopping cocktail nights, private dinners at Balthazar, an official after-party at The Box, security, goodie bags, gift cards, and PR fees.

New York Times fashion critic Cathy Horyn summed it up in her blog: “The Topshop folks get almost everything right. The atmosphere is fun and exciting (it makes minimalist Uniqlo up the street look anemic)…And the prices are great, from high to low. I saw at least a dozen things I wanted to buy, most of them for under $150.”

Not entirely bereft of controversy, days after the opening, Page Six intimated that bouncer-type doormen outside Topshop were forcing eager shoppers to wait in line, just to make it look like the store was packed inside. With that I would have to agree, the store is never really that full to warrant crowd control. But let’s put it this way, they say you’ve haven’t made it in New York until you find yourself on Page Six.