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Business Btec Level Three - Unit 31 - D1

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D1 - Evaluate the way in which a fashion retailer has adapted its policies in response to an identified target market characteristic.

Topman have many polices that are there in order to make the experience and the time in the store or buying online better for the consumer. The polices are often tailored to the target market to make sure that they are meeting the market characteristics. Topman makes sure that the target market that they are aiming towards is going to be attracted to what they have on offer in terms of a brand and a business. The polices within Topman would have been adapted and made to response to the characteristics of the target market they are aiming towards.

The target market of Topman is teenagers and students, through from around 14 years of age to around 25 years of age. The range of clothes and what the offer has all is adapted around this. This does include the prices and the methods of payment that they accept online and in store to make it affordable to look good on a low budget because all of the people in the target group that the are marketing towards don’t have much disposable income but are all at the time in their lives that they want to look the best they can and do spend a lot of time on the way they look and what they go out the house wearing. All the policies that Topman use and support are and have been adapted to suit the needs and characteristics of the target market. Topman offer and will always provide student discount online as well as in store. Topman outline the fact that they are really easy going on the return of items and don’t mind if you choose to return as long as the product is in the shop condition. They have also promised that they will recycle unused, unsold, and in saleable products to reduce the impact on the environment. They also outline that they try to keep prices as low as possible, this then

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