The New Consumer Mood: Why Topshop’s approach just might win back shoppers
For more than a decade, the narrative around retail has been dominated by a single idea: online always wins. But even before the most recent headlines, cracks in that theory were beginning to show. After years of rapid e-commerce growth, many consumers are reappraising the advantages of physical shopping—and our latest data makes clear why.
The case for bricks-and-mortar: What consumers tell us.
Shoppers are rediscovering value in the things physical stores do best.
The Reassurance of Real. 78% of respondents say being able to try on for size and fit is the greatest advantage of shopping in person. Just behind that, 72% highlight the instant gratification of taking an item home immediately. Beyond speed, though, it’s the chance to touch, see and feel that reassures shoppers they’re making the right choice.
→ For brands, this is a warning: where sizing, quality or delivery fall short online, customers will seek out the certainty and immediacy of stores.
Returns Without the Run-around. 49% highlight in-store returns as a major advantage—an important signal as frustrations mount around online return costs, delays and unpredictable sizing.
→ Retailers who streamline returns across channels are more likely to retain loyalty when purchases don’t work out.
Experience beyond the basket. 46% value the social side of shopping in person—whether that’s the advice and support of in-store assistants or the idea of a shopping trip being a social activity with friends. These are aspects that digital storefronts still struggle to replicate.
→ For retailers, this suggests stores are not just fulfilment hubs, but stages for experience, service and brand-building.
Taken together, these findings reflect a growing consumer desire for reassurance, immediacy and experience—things physical retail delivers best.
Why Topshop’s Return Has Cut Through
The announcement that Topshop will reappear on British high streets through a partnership with John Lewis has landed with unusual resonance. Here’s why:
Heritage with Currency. Topshop isn’t just any retailer—it has long carried cultural weight, especially for Gen Z and millennials who grew up with the brand. But its comeback isn’t resonating on heritage alone. At a moment when consumers are feeling fatigue with the drawbacks of online shopping, Topshop’s return to physical space feels attuned to changing demands.
In Step with the Mood. The timing works in its favour: consumers are already rediscovering the value of in-store experiences. Topshop’s return happens to land right in the middle of that shift, giving the brand a relevance boost beyond nostalgia.
Balance, Not Nostalgia. The plan isn’t just about looking back—it’s about rebalancing. The John Lewis partnership gives visibility without the burden of reopening a full chain, while also adding credibility to its comeback.
→ For brands, the bigger signal is this: heritage may spark attention, but it’s timing, balance and alignment with consumer mood that turn a comeback into relevance.
Topshop’s Return: Success Story or Misstep?
Our Data Shows
Topshop’s comeback is being noticed.
Almost half (46%) of respondents were aware of the imminent return.
Awareness spikes among younger consumers—66% of 25–34-year-olds knew about it, compared to 34% of those aged 55+.
→ For retailers, this is proof that cultural relevance still cuts through—especially with younger demographics.
From Attention to Intention
Awareness matters, but intent is where the real story lies. Two-thirds say they would consider shopping at Topshop again once it returns via John Lewis stores. This rises to nine out of ten among those who’ve shopped with both brands before. Interestingly, one in five of those intending to shop are entirely new to Topshop—proof that this relaunch could expand its customer base, not just revive old loyalties.
→ For retailers, that’s the real signal: relaunches can attract a fresh wave of customers, not just rekindle old loyalties.
The John Lewis Partnership: A Smart Match?
The collaboration has been warmly received. More than three-quarters (77%) of consumers see the Topshop–John Lewis link-up as a good fit, with the figure rising to 88% among those who shop with both brands. Many see the pairing as complementary: John Lewis lends credibility and reach, while Topshop brings a younger, trend-driven appeal. For some, that difference is a strength—helping John Lewis attract younger shoppers it sometimes struggles to engage, while Topshop benefits from John Lewis’s reputation for quality and responsibility.
A minority do question the alignment, pointing to Topshop’s high-street positioning versus John Lewis’s more upmarket image. But these concerns are relatively small compared to the weight of positive sentiment.
→ For brands, the lesson is clear: collaborations work best when they add strength on both sides, and perceived differences don’t have to be barriers if the value exchange is clear.
ASOS & Online-Only Retailers: Why popularity is dipping
ASOS’s recent results and strategy shifts give a useful lens into why being purely online—or heavily online—is increasingly challenging. Some of the pressures:
Falling sales and active customers. ASOS has reported declines across multiple markets (UK, Europe, US) alongside a drop in active customer numbers.
Returns and discount pressures. High return rates, heavy discounting and overstock issues have squeezed profitability. The brand has responded by reducing old stock, tightening returns policies and raising thresholds for free returns.
Intensifying competition. ASOS is squeezed on all sides—by fast-fashion rivals online (Shein, Temu), omnichannel players like Zara and H&M, and the rapid rise of resale and second-hand platforms among younger shoppers. In our survey, one in three consumers who’ve stopped shopping with ASOS said it was because they’d found better alternatives, underlining just how easy it is for customers to switch.
Shifting consumer preferences. Post-pandemic habits and cost-of-living pressures mean shoppers are more budget conscious. When money is tight, friction points—delivery costs, delays, returns—loom larger, and the immediacy of in-store shopping becomes more appealing.
So ASOS’s dip isn’t just about one misstep—it reflects structural headwinds facing many online-weighted retailers.
→ For brands, the takeaway is clear: pure-play online models are under pressure — loyalty now depends on blending digital with physical
What Retailers Should Take Away
The data and the sentiment point to a clear direction of travel:
Hybrid Wins. Pure online or pure physical are both challenged; omnichannel approaches are stronger. Topshop (via John Lewis) is one example of how combining digital reach with a smart physical footprint can pay off.
Experience Counts. Stores are no longer just fulfilment centres. They must offer something special: great staff, thoughtful design, experiential elements and even tech-enabled features such as fitting tools, virtual try-ons or bespoke services.
Fix the Pain Points. Returns, sizing and quality consistency remain the biggest frustrations online. Unless addressed, they will continue driving customers back to physical stores.
Heritage Has Heat. Established names like Topshop or John Lewis have a built-in advantage. They’ve shown they create exceptional in-store experiences that have staying power which fuels Topshop’s return.
→ For brands, the lesson is clear: shoppers now expect a blend of access, experience and trust — and those who deliver across all three will be the ones who keep their loyalty.
The Bottom Line
Topshop’s return isn’t just about nostalgia; it’s a signal that many retailers see renewed energy—and perhaps necessity—in having a physical presence to complement online. For ASOS and other online-heavy retailers, the declining metrics show that online only might not be enough: customers want flexibility, experiences that add value, and lower risk.
The lesson for retailers is clear: those who blend channels, reduce friction and invest in experiences will be the ones who turn attention into loyalty.
At The Harris Poll UK, we track how consumer moods are shifting — from the pull of heritage brands to the frustrations driving shoppers back in-store. If you’d like to understand how these changes affect your customers, or what they mean for your category, get in touch with us now.