As ASOS buys out Topshop and its partner brands for £295 million, we ask - is it too little, too late for the beleaguered fashion favourite or can ASOS inject its own social magic to keep the brand alive? We revisit the data behind Topshop's 2020 social media performance to understand just how large the task ahead is.
Back in December 2020 as the news of the reality of Topshop's woes broke, retail analyst, Kate Hardcastle spoke to the BBC about what might have gone wrong for the High Street favourite, citing a lack of social media engagement, decreasing relevance to their customer, and the emergence of the likes of Primark and online players like Boohoo. Since June 2019, Maybe* has consistently found these factors to be a very real threat to Topshop.