Topshop has transformed its Oxford Street flagship into a shrine to hit Netflix show Stranger Things, in an attempt to capture the imagination and spend of teenage shoppers at Halloween.
The former UK fashion retail pacesetter has lost its sheen in recent years as millennial pink-tinged pureplay Missguided and athleisure stalwart JD Sports have thrived.
But in an impressive effort to coax them back and cash in on a cultural phenomenon, Topshop has decked out its London flagship with Stranger Things products and décor.
“The buzz outside the store was palpable”
The fashion retailer has gone full tilt on the in-store takeover and overhauled the display in both of its windows to iconic scenes in the show.
The buzz outside the store was palpable as shoppers took photos and queued up to participate in the action in one of the front-facing windows, where actors were recreating a scene from the TV show.
Inside, shoppers are greeted by Stranger Things clothing items styled with Topshop’s existing range as well as a variety of merchandise including lunch boxes and bobbly heads of the show’s characters.
There were also a series of displays inside including high school lockers and an arcade kitted out with 1980s games, which shoppers could enter by showing staff a receipt proving they had spent £25 or more in-store.
The retail theatre, much like the furore around Strangers Things’ second season, will be short-lived – October 31 is the last day.
Topshop has, however, created a masterclass in how to authentically monopolise on cult hype and create a palpable sense of excitement from shoppers that might otherwise have walked straight by.