Topshop launched their e-commerce website in 2000 and have since customized the website to suit their intended market: making it easy to navigate around. Problems which occur when shopping in store such as not having certain sizes in stock and long queues are all avoided by shopping online: it is regarded as a hassle free way to shop. For a website to a successful attribute to a companys communication channels, it should be regularly updated and interactive. Topshop have excelled at this as their website is updated daily: the company produce 300 new products per week and all of these are immediately added to their website which internationally ships to more than 100 countries. This is also due to the nature of the fashion industry, constantly changing. Similarly to the website, the facebook page for Topshop is updated regularly. Pictures are posted on the timeline of current trends- an example at the moment being Christmas jumpers. Also, videos are posted of their newest promotional campaigns such as the new advertisement featuring popular model Cara Delevigne. As social media is such a big part of peoples lives today, it is a great way to become recognized at no cost. Customers who aren’t as loyal to the brand may not have seen the promotional video, yet simply by the click of a button that video will appear on their news feed and strengthen the relationship between retailer and consumer.