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Topman takes advantage of weak pound

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Topman has seen a surge in business from European shoppers, eager to take advantage of the weak pound, Retail Week reports, and is ramping up its European marketing:

Topman is ramping up its online advertising in a bid to drive shoppers to its site and is introducing native language landing pages.

Topman head of e-commerce Gracia Amico said the Arcadia brand’s European customers are starting to realise they can pick up bargains because of the weak pound. She said: “We are doing pay per click campaigns in individual countries and we may introduce a currency converter so people can see how much they are saving.”

The move “could lead to multi-language sites”, according to Amico. If Topman creates such sites, they could be a test bed for similar websites for other Arcadia brands such as Topshop.

The menswear retailer is maximising sales from Eurozone customers by running pay per click campaigns in individual European countries, backed up with native language landing pages

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