Topshop Announces Instore Summer Campaign

LONDON, May 31, 2011 -

Topshop has announced it will be holding a number of
summer-holiday-themed instore promotions in June. The promotions will take
place in the Oxford Circus, Manchester Armdale, Dublin Stephen's Green and
Liverpool stores.

The activities will include a 'Create Your Own Postcard' pop-up and a
frozen yoghurt stand from Frae in selected stores. Dazed Digital will be also
be hosting 'Fashion Photography in the Digital Age' workshops.

Visitors to the four stores during the promotional period* will be able
to create their own 'Wish You Were At Topshop' postcard. Following a
complimentary styling session and make-up touch-up, a photo will be taken
with an iPad 2 against a summer-holiday-themed backdrop, with the option to
choose one of several Instagram** filters to change the look and feel of the
image.

Once the perfect image has been captured on camera, customers can then
upload their image straight onto their Facebook page and Topshop's own
gallery, allowing them to share the photo with friends. There will also be
the option to print out the postcard to keep. Plus, customers will be able to
'LIKE' Topshop on Facebook, where they'll then have the opportunity to enter
a competition to win a GBP1000/$1000 summer spree.

Customers will be able to grab a snack from organic frozen yoghurt brand
Frae, who will be popping up for a limited period in each of the four stores.

For the true fashion photography fan, Dazed Digital will be hosting four
workshops on 'Fashion Photography in the Digital Age' in stores. Each
workshop will focus on how fashion photography has evolved from a
professional art form to the democratisation of social photo sharing and
image manipulation, and the effect this has had on fashion shoots and brand
campaigns.

Topshop is proud to be the first in the industry to work with Instagram,
giving customers a fun instore experience and a postcard they can keep
forever.

Notes to Editors:

* Dates: 1st June to 4th June in Oxford Circus, Dublin and Liverpool and
the 8th June to 11th June in Manchester Arndale.

** Instagram is an iPhone/iPad app that enables the user to snap a photo,
enhance it with eleven different possible effects and then share it on
several social networking sites.Dazed Digital workshops will take place from
6pm till 7pm on 1st June in Liverpool, 2nd June in Oxford Circus, 3rd June in
Dublin and 9th June in Manchester.

About Topshop:

Topshop was established in 1964 and is part of Arcadia Group Ltd. Sir
Philip Green became owner of Arcadia Group Ltd in 2002.

Topshop is continually recognised as being an authority on women's
fashion with a wide range of petite clothing, dresses
(www.topshop.com/webapp/wcs/stores/servlet/CatalogNavigationSearchResultCmd?storeId=12556&categoryId=209717&top=Y&catalogId=33057&langId=-1&parent_categoryId=208523&beginIndex=1&pageSize=20&sort_field=Relevance)
and jeans through to jackets
(www.topshop.com/webapp/wcs/stores/servlet/CatalogNavigationSearchResultCmd?storeId=12556&categoryId=209744&top=Y&catalogId=33057&langId=-1&parent_categoryId=208526&beginIndex=1&pageSize=20&sort_field=Relevance),
swimwear, lingerie
(www.topshop.com/webapp/wcs/stores/servlet/CatalogNavigationSearchResultCmd?storeId=12556&categoryId=209796&top=Y&catalogId=33057&langId=-1&parent_categoryId=208533&beginIndex=1&pageSize=20&sort_field=Relevance),
shorts and make up
(www.topshop.com/webapp/wcs/stores/servlet/CatalogNavigationSearchResultCmd?catalogId=33057&storeId=12556&langId=-1&viewAllFlag=false&sort_field=Relevance&categoryId=208495&beginIndex=1&pageSize=20&interstitial=true).

(Due to the lengths of the above URLs, it may be necessary to copy and
paste these hyperlinks into your Internet browser's URL address field.
Remove the space if one exists.)

Topshop was the first fashion retailer to show on schedule at London
Fashion Week in September 2005 when it presented its own acclaimed in-house
design collection Unique (created in 2001). Subsequent partnerships with
international boutiques as far flung as Tokyo and LA followed and Topshop
continues to grow its reputation for supporting exciting new talent.

    PR Contact:

    Liz Shuttleworth
    Press Officer
    Topshop Press Office
    Arcadia Group Ltd
    70 Berners Street
    London
    W1T 3NL
    +44(0)20-7927-1484
    www.topshop.com

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