Category: Sector focus | 09th Sep 2008

The latest fashion collection from supermodel Kate Moss will be featured on a new website for the American market.

Arcadia-owned Topshop has launched the website in response to the delays of its store openings, Marketing Week suggested.

The first Topshop and Topman stores were set to open in New York with the debut of Moss's collection but the shops are now expected to open in November instead.

Arcadia is encouraging US customers to buy the range online with the promise of a free t-shirt and donation to the Starlight Foundation for the first 2,000 people to spend more than $50 (£25) online.

Marketing Week noted Moss is being used to launch the brand on a global scale. Her signing to the company was linked to the departure of brand director Jane Sheperdson last year.

The Daily Mail described the new collection as a return to Moss's rock chick roots. It features tea dresses and glamorous accessories. Feedback on the newspaper's website suggested readers consider the brand appealing to all ages, not just for teenagers.

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