Arcadia is to adapt its Topshop and Topman web sites to cash in on the US market ahead of its much anticipated New York store opening in October.

From September 9, both sites will sell its products in dollars for the first time. They will also tailor their offers for the US market and add their features and offers specifically for its American customers. The sites only offer shipping to the US at present.

At the end of September, Topman will also relaunch its web site in the UK, which will then go live in the US the following month. The redesigned site will feature a playlist for shoppers to use as they browse, a Topman blog area and a much greater use of video content, including streams of catwalk shows.

Topman head of ecommerce Gracia Amico described the re-launch as “really exciting”. She said: “We want to make the online experience even better than the in-store experience and really bring it to life.”

Future plans for the site include a special area for stylists who work in both the Oxford Street and New York flagship stores. They will take each other on in the fashion stakes by posting new styles and advice to customers on both sides of the pond in a light-hearted London versus New York challenge.

Special offers will also be made available to US customers, including limited-edition T-shirts with an overtly British Jack the Ripper theme.
It is hoped that the online activity will stir up excitement ahead of the New York opening of Topshop. Marketing activity is also understood to involve invading New York with British-themed promotional activities. It is rumoured that this will include using London double-decker buses to promote the shop and transport potential customers.

The new Topman web site has been created by New York-based agency Createthe Group.