In the 1980s, Topshop struggled to maintain its profile as a fashion brand, but by the late 1990s it

began undergoing a revival. The brand pioneered online fashion, launching UK's first online
fashion store for Topshop [21][22] This turnaround is often credited to the promotion of Jane
Shepherdson as brand director.[23] Having begun her career as a buyer, she rose through the
ranks at the company. When she took on brand direction, Topshop had an annual profit of £9
million; by 2005 it was making over £100 million annually. [24]

Jourdan Dunn at the 2009 London Fashion Week Topshop show.

Under her tenure, Topshop became a key sponsor of London Fashion Week, sponsoring its
Newgen arm that supports emerging British designers from 2002 and the Fashion East initiative –
which acts as a bridge between London's fashion colleges and the Newgen scheme – a year
later. This sponsorship continues and since 2005 it has been part of the London Fashion Week
catwalk schedule.[25]
As of 2012, it is part-owned by a US-based private equity group.
In 2015, Topshop started collaborating with the online retailer Zalando and began selling their
merchandise in their shops. Advertisements featuring model Cara Delevingne were broadcast in
Germany, Switzerland and France. [26]
Under her tenure, Topshop became a key sponsor of London Fashion Week, sponsoring its
Newgen arm that supports emerging British designers from 2002 and the Fashion East initiative –
which acts as a bridge between London's fashion colleges and the Newgen scheme – a year
later. This sponsorship continues and since 2005 it has been part of the London Fashion Week
catwalk schedule.[25]
As of 2012, it is part-owned by a US-based private equity group.
In 2015, Topshop started collaborating with the online retailer Zalando and began selling their
merchandise in their shops. Advertisements featuring model Cara Delevingne were broadcast in
Germany, Switzerland and France. [26]