Rosemary Mac Cabe

Hemlines, heels and haute couture – your daily dose

The new-look Topshop website – my verdict

Logging onto Topshop the other day for some elicit late-night shopping, I was surprised. What is this? What new sorcery has turned my tried and trusted shopping haven into something, well, slicker and, initially at least, slightly more difficult to …

Fri, Jul 23, 2010, 10:20

   

Logging onto Topshop the other day for some elicit late-night shopping, I was surprised. What is this? What new sorcery has turned my tried and trusted shopping haven into something, well, slicker and, initially at least, slightly more difficult to navigate?

The site is, as you can see from the screengrab above, slicker, more closely resembling Net-a-Porter than anything else, but the changes are – which comes as something akin to relief to this online shopper – largely cosmetic. A few things you might notice is that there are now individual tabs at the top for shoes and accessories (one category in accessorise being false eyelashes; do we really need an entire category for false eyelashes?!). Clothing, then, has a few added categories, playsuits being one (leading me to believe that these nightmares-to-go-on-a-toilet-break-in are not going anywhere fast).

But the problems that Topshop had with its website remain; items that are sold out remain up in the listings, meaning you can find the dress of your dreams, only to discover that it is no more, and the items are often shown on white backgrounds or on mannequins, which is all well and good, but sometimes you just need to see something on a real person to know what it fits like. They could take a leaf out of Asos’s book on this front.

All in all? A nice change. Nothing groundbreaking or mind-blowing, and it hasn’t necessarily streamlined the Topshop experience, but a change is as good as a rest, isn’t that what they say? That’s what they say…

I will also be previewing Topshop’s A/W collection, on which I am a little late, but it’s a-comin’!