Click here to read about Topshop's recent app update.
The Topshop app manages to embody the Topshop image synonymously. It's colours and structure imitate their website although enable a certain amount of mobile usability. The app begins with a loading screen boldly displaying the Topshop logo on a black background. The menu screen, comprising of a list of menu buttons and a styled Topshop model, also allows the user to view an FAQ section, contact information and includes a link to the Topshop website.
If you're noticing that I bear little enthusiasm for the app, you would notice correctly. Although clear, simply presented and easy enough to use, the app lacks the flair and excitement that consumers relate with the Topshop brand. I was speaking to a friend of mine a week or so ago during an interview I was conducting, and she boldly stated how bored she was with Topshop and their lack of updates. She had noticed that the app hasn't altered its appearance since she first downloaded it a year or so again, and it was affecting her feelings towards the brand. For a consumer who carries her phone with her everywhere, shouldnt Topshop be focusing upon impressing this consumer and offering them something that immediately grabs their interest?
The 'favourites' feature, where users can save their favourite products for later viewing, is a nice touch. Similarly, the video function displaying make up tutorials, collaboration videos and behind the scenes content is an attractive feature, yet does not get updated regularly. They have also integrated a blog displayed as a bitesize list and an 'Inbox' section, sending the user 'personal emails' regarding the latest information and promotions.
All images screenshot from the Topshop App, May 2011.