Digests

Fashion retailer Top Shop has introduced a trial in-store concession selling mobile phones. Developed by Creative Action, the concession, branded as Electro, is to be installed in five stores.

The consultancy was commissioned to develop an eye-catching identity which would fit in with the Top Shop brand. The result features white typography on a pink background.

The concession will target Top Shop’s 14-22-year-old market with a range of packages from each mobile network.