Arcadia’s share of the UK women’s wear market is forecast to fall to 4.9 per cent in 2019, a decline of 1.4 percentage points since 2016. The brand mainly targets shoppers over 35. It is known for its brands Topshop and Miss Selfridge. Neither Miss Selfridge nor Topshop stocks clothes over a UK size 18. Both use only slim mannequins and models in store and in their campaigns. Extending their sizing to widen their appeal and projecting a more positive attitude towards body image will help. Arcadia has also fallen behind in celebrity endorsements. The Kate Moss range for Topshop was the height of cool more than a decade ago, and Dorothy Perkins’ exclusive Kardashian Kollection enabled it to tap into a new customer base back in 2012; however these partnerships have taken a backseat in recent years. Investing in bolder marketing, which highlights each brand’s personality, as well as fully using social media to better connect with shoppers, will be essential for Arcadia to remain relevant. Though Arcadia’s brands have released small sustainable ranges, such as Topshop’s vegan footwear collection and Miss Selfridge’s eco denim range, the minimal options within these propositions have limited their impact.

The highly saturated fashion market means it is crucial that retailers invest heavily in marketing to capture shoppers’ attention and drive top of the mind appeal.