...Introduction Topshop one of the world’s most internationally recognized fashion design talent schemes. Its part of the Arcadia Group, which owns a number of other retail outlets , and it seems to be the single biggest supporter of emerging design talent in the UK. Arcadia Group ones over than 500 stores in more than 30 markets, supporting franchisees international. Market research Retail Analysis Topshop, over the years built a strong bond with industry insiders to support their fight to maintain the perfect quality in low cost. Despite the recession influenced the markets all over the world, topshop remained a high level multinational clothes retailer. The fact that Topshop over the years become much more than a ‘’style setter’’ by approaching charities as well as sponsoring their work at London Fashion Week they where highlighted again in the top. Also Topshop with it the Healthy economic movements that it make managed to expand other the last years in a constant way. Moreover the fact that Topshop is part of the Arcadia Group helped her to reveal its products in various different spaces. Marketing development All the high street brands, not only these that are on the costumers heart, but also the brands that are not so high on the costumers preferences have the possibility, with smart moves could emerge. The need of affordable prices is what the costumers are looking for. In general all the street brands could be developed on the future. Growth Evaluation ...
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...Since 1964, Topshop has become a success story of one of the main style of authority and a maximum of fashion. Capture every quarter of the spirit of the times, it reflects the latest affordable style, and the brave and irreverent fashion conscious consumers and industry. There are 300 in the UK for more than 100 in more and more international territory, Topshop's victory was more remarkable considering the humble beginning. Part of a long-term retail force Arcadia group now, Topshop began in Peter RobinsonCr's basement, in a department store in the north of England, 1964. Less than ten years after becoming an independent retailer Topshop. 1994 brand occupied the entire 90000 square feet of space as a sign of Topshop's flagship store, attracted more than 200000 people per week. Still in Acadia umbrella today, it is Topshop's personality, to win the respect of the world. A staunch supporter of young British design talents, it has launched internationally recognized a new generation scheme since 2002, it supports the fashion heavy objects such as barley Quin of Alexandria, Williamson, Sophia Kokosalaki, Christopher Kane's occupation career, Jonathan Saunders and schwab. 2005, show their internal design as part of the Topshop collection only official London Fashion week schedule, exclusive cooperation it subsequently forged international boutique, in Tokyo and Losangeles. A pioneer in high street / designer, and some of history's most recognizable fashion brand cooperation...
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...Topshop takes Hong Kong Introduction to Topshop Topshop, founded in 1964, is part of the Arcadia Group, which also owns other retail outlets like Dorothy Perkins, Miss Selfridge, Wallis and Burton. Currently it has 137 international franchises in 37 countries. Mainly known for its women’s clothing, Topshop’s product ranges from clothing, to shoes, to fashion accessories. Additionally, it has also expanded into the e-commerce arena in several markets that they are operating in. Being a multinational retailer, Topshop is step closer to becoming a global brand by opening its first store in Hong Kong recently. Mode of Entry In order to gain familiarity with the local environment and culture of the Chinese market, Topshop joint ventured with LAB Concept, the new retail subsidary of luxury department store Lane Crawford. This allowed Topshop to be more aware of culture sensitivity, in terms of its’ products and promotion in the Chinese market, and benefit from government support. Topshop manages the merchandising, while LAB Concept manages the operation. Findings Controllable Factors * Product Topshop is often seen to collaborate with local designers and celebrity to attract local customers, when venturing into the new market. An example would be Topshop in Brazil. Topshop collaborated with Greek designer, Mary Katrantzou, that generated a buzz of excitement among the brazillians. In the recent regular show at London Fashion Week, Topshop introduced the new “Unique” line...
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...Executive summary This marketing plan examines the case of TOPSHOP as a UK’s fast-fashion retailer. The following marketing plan is structured according the SOSTAC framework. Topshop is operating under the parental Arcadia Group. Over the latest years, Topshop has been one of the most popular UK’s fast-fashion retailers. The company is a multinational Omni-channel fashion retailer. Topshop is well-known for its high-quality products in medium low prices. The company’s portfolio owns a wide range of products and services. According to the Situational Analysis, the UK’s macro environment has changed over the latest years. The UK’s fast-fashion industry is becoming more and more cluttered with competitors from both UK and overseas. The business frameworks PESTEL, Industry key drives, Industry’s life cycle indicated that the UK’s fashion market is influenced from several external factors. The industry’s key drivers are the Europe’s economic recession, the social-media and e-tail evolution and the environmental crisis. However, the UK’s fashion sector remains a dynamic and innovative sector worldwide. Moreover, the buying behavioral is shaped by the UK’s market trends. The UK’s consumers are driven by the economical and political unstable environment and the digital evolution. The internal analysis indicated that the company is preforming well compared with its competitors. The SWOT analysis presented that TOPSHOP has important strengths and opportunities which could overwhelm...
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...APC X TOPMAN Bellow I shall be explaining why it would be a great idea for Topman to collaborate with A.P.C. A.P.C is well known for its minimalistic designs. Its clothing features clean lines and simple patterns. A.P.C will very rarely use logos. Its clothing tends to incorporate characteristics of military garments. When A.P.C first started to make clothes they where dubbed as “the French GAP”. Their clothes sometimes look a bit unisex , uniform-like , with coats and knitwear that do for males and females. One of the brands most popular products is its raw-denim selvedge jeans. Denim enthusiasts love A.P.C’S jeans as they are Japanese selvedge but are also slim cut and fashionable. The denim also fades quickly when used, allowing denim enthusiasts to achieve a lot of wear and fading quickly if they wish. TOPMAN Topman offer fashionable men’s clothing, ranging from informal indie – influenced casual styling ranges, along with footwear and fashion accessories. Over the recent years, Topman has collaborated with young designers such as Astrid Andersen , Kim jones , Peter Jensen and as well as launching its own premium label ‘ Topman design’. After showing seasonally to the menswear press arena, Topman joined forces with fashion East to produce ‘MAN’ a menswear event that takes place at the London fashion week , showcasing new menswear design as well as Topman Design collection. It would be a great idea for Topman to collaborate with A.P.C as it will increase value...
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...Intro to CRM- Organisations that sell to business and consumer markets have identified that they cannot appeal to all buyers in the specific markets. This is because it is hard to calculate the total buyers needs as they are so varied and widely scattered. Rather than a business trying to compete in the entire market, the business may segment which identifies the market they serve best. CRM- Customer relationship marketing defined is having a relationship with customers and stakeholders, which involves meeting all their requirements and needs. This is usually met through mutual exchange and fulfillment promises. After identifying the needs and wants of customers, the business needs to ask them selves a simple question, how do we do it?’. This can be done through the company internally (e.g. managers and directors) or externally (e.g. suppliers and customers), but every company deals with customers differently, for example retailers and agents. CRM is needed to improve and maintain a relationship between the customer and the firm. This is done purely for profit. The business wants to get the most out of the customer’s lifetime value and share of wallet. If the relationship the business has with the customer is improved, it will enhance the customer lifetime. A long term relationship results in customer lifetime value. This is because customers have more chaise. This makes them more affluent. Having a bad customer relationship can mean: ❖ Less loyalty ❖...
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...Analysis Introduction Topshop is a British international retailer that focuses in style shoes, clothing, accessories, and make-up. It has about 440 shops throughout 37 nations and internet operations in a number of its markets. The major competitors of Topshop are French Connection, GAP, Zara, and H&M. Topshop is facing competitions throughout the years that cause it to have competitive strategies. It is only that what sells first and well liked will constantly have the benefit. Topshop gives wide range of products and services in order to meet the diverse consumers they attract and give essential to innovative developments, maintaining Topshop on top of the fashion game. Comparison Table Topshop | Zara | H&M | Topshop produce competitive prices and high quality products and services compared to H&M. | Competitive prices and quality products | Produce quality product | Has larger market than H&M | Has the largest market | Lowest market compared to Topshop an Zara | Products are edgier | Zara is much preferred due to a number of aspects, they appear much edgier | Products are not | Support and fit with the current brand image and future brand objective | Support current brand image | Fit future brand objective | Those individuals who like to maintain the current fashion prefer Topshop. | Zara seems to support a more standard fashion that can be worn from time to time | Support less standard fashion compared to Topshop and Zara | Topshop products are less expensive...
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...This means that it is fit for everyday purpose and the purpose that it was sold for e.g. if you asked for a printer that was compatible with your computer. The product should also be sold as it is advertised. The right to have faulty good replaced or repaired. This affects Topshop marketing activities as it ensures that they only sell products that they advertise. The products they are selling should also fit the purpose that they are selling it for e.g. a pair of shoes that are wearable in rain/ snow, will not get ruined and then if this does not fit the purpose the customer can have the right to return the product. Low quality products- a lot of returns so they would want a clear returns policy that will stop confusion. Consumer Protection Unfair Trading 2008 The Regulations introduce a general duty not to trade unfairly and seek to ensure that traders act honestly and fairly towards their customers. They apply primarily to business to consumer practices (but elements of business to business practices are also covered where they affect, or are likely to affect, consumers).- http://www.oft.gov.uk/business-advice/treating-customers-fairly/protection#.UnpXwqGnwdU This stops Topshop when marketing from unfair trading when selling to customers. The act stops companies from using unfair trading practices such as competitions that are not true and pestering consumers. It makes sure that in advertisements and the product itself is not misleading, it ensures that...
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...this will provide to customers is that the businesses will have more money that they could invest into providing better customer service, for example entering new market sectors. At TOPSHOP they could invest money into training their employees this will therefore improve the service that they are providing and hence they will have a competitive advantage. They could also invest the money into new fashion lines and by doing this it will attract a wider range of customers. The investments that TOPSHOP have already made is that they sell children’s clothes and beauty products by doing this it provides customers with convenience as they can purchase a wide range of products from one place. Also internet marketing is quick and easy. Therefore at TOPSHOP any advertisement that they use can be set up quickly and can be placed on the internet within hours, also if any changes need to be made it can be done immediately. The advantage that this has for customers is that they can access the advertisements for a longer period of time and this can attract a wide range of customers. It also keeps the customers informed about any changes that have been made and this is a good method of customer service. At TOPSHOP they place advertisements about new promotions and products that have been introduced. For TOPSHOP advertisements play a big part on the way that the...
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...Topshop Over the year’s Top shop have sent out the image that allows them to provide a global platform for the new stars to walk down the red carpet in. Topshop is a high street shop within London and is often in the London Fashion Week (LFW) showing off its new line of clothing. Topshop is a high quality, high priced store which are constantly bringing out new clothing ranges to bring in their target market which is young men and women in their 20’s and early 30’s that are fashion forward and always looking for the hottest trends. Currently all the models are representing top shops target market as they are all good looking male and females under the age of 30 who are looking to be the in the newest clothing range. All these models will be what the customers of Topshop will be aspiring to look like. Debenhams Debenhams is a leading international, multi-channel brand with a proud British heritage which trades out of over 240 stores across 27 countries. Debenhams gives its customers around the world a unique and exclusive mix of own brands and international brands. Debenhams has been investing in design for 20 years and more through its exclusive Designers at Debenhams portfolio of brands Debenhams traces its history to 1778 when William Clark established a drapers store at 44 Wigmore Street in London's West End selling expensive fabrics, bonnets, gloves and parasols. In 1813 William Debenhams invested in the firm which then became Clark & Debenhams. The first store...
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...Management The marketing research proposal focused on the target customer and competitor’s achievement for Topshop’s market expanding strategy in children’s fashion The Soho Topshop (2009) KIDS SPRING 08 COLLECTIONS (2008) Background Topshop, followed by most young generation, has become one of the most important fashion retailers in the UK market, and operated stores in more than 20 countries within 30 years. Its aim is to offer the customer the luxury product with affordable price, which makes it become another competitive fast fashion brand so far. According to Mintel (August 2003), UK consumers keep on spending on clothes, even when they are cutting back in other areas, with total consumer expenditure on clothing in the UK reaching £ 34,825 million in 2002 - a 25.3% increase compared to 1998. Meanwhile, Keynote (2007) reported that sales of children’s wear have been growing year-on-year overall. Higher per-capita spending on children has been a major driver of this growth, with smaller family sizes, later parenting ages and a greater focus on children all contributing. In addition, the birth rate has been rising, increasing the physical size of the under-4s market in particular. In this situation, considering the market share and brand expanding strategy, it is believed that it would be better for Topshop to launch its children’s wear collection. If its new collection could enter the market successfully, the customer would keep the passion on this brand as long as possible...
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...Marketing Plan: Topshop in Argentina Topshop is a British clothing retailer brand, subsidiary of the Arcadia group. It specialises in fashion clothing, shoes, make-up and accessories. It currently has more than 300 stores across the United Kingdom and over 140 stores in the international countries. Moreover, further international flagship store of Topshop continues to open more than 150 new franchise stores around the world over year 2014 including online shop in Beijing, china. Topshop is well known high-street clothing brand for up-to-the-minute- affordable style. Not only Topshop sells female clothes but also offers Topshop makeup, jewellery, bags, and shoes. Topshop bring innovation technology of digital marketing to promote the brand such as Topshop.com, Facebook page, Tumblr, Instagram, and blogs where people can globally access through. SWOT Analysis (including ALL OF THEIR LEVERAGE AND SERIOUS PROBLEM) Strengths * Strong brand name * Fast fashion trend * Affordable price * Accessibility – many stores all over countries * Many product lines * Many collections and styles * Free persona style advisors * Collaborations with designers and celebrities such as Kate Moss * Online shopping website | Weaknesses * Difficult to manage product lines * Difficult to control staff * High management cost * Average product quality * Customer service | Opportunities * Target teenagers and young customers * Geographic expansion * The growth...
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...attracted by the “sale” “discount” word which are on the posters which create an excitement for the customers and it makes you have to walk in and see what they have to offer and you can’t window shop as the posters cover up all the items so the psychology drags you into the store - Vodafone Vodafone window display is really basic and simple they have a clear big glass Company name/ branding - Top man Top man also have another shop in there shop which is called “Topshop” which is a female clothing shop and the psychology behind this is that they both have their company names the same as they are the same company and in the branding they have top man name first and Topshop next to it and Topshop is up stairs which you have to go through top man before you go Topshop and they do this so when females go with their boyfriends/male friends/ husbands they end up staying in top man looking through there before they go top shop so the psychology makes them end up buying more than they wanted as they was going in to go Topshop but end up buying from top man also - Tiger - Vodafone Vodafone branding and company name is always known as red and white and they always keep it simple and by doing this its helped them make there company name and colours known so whenever you walk past a shop with the...
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...Researching Fashion | | Samantha Wroe | 1207555 | Primary Research Question How does Topshop, the world’s most influential high street fashion brand research and use different researching methods to market their brand and products? Introduction Anita Roddick of The Body Shop, said that ‘market research is like looking in the rear view mirror of a speeding car’. Market research is one of the most important business strategy’s to any fashion brand or retailor. It is the initial task that a fashion brand would take out ensuring it is a successful process which will allow their brand to be marketed effectively. Market research is collective information that has been gathered concerning customers and the current market. Market research is a crucial element to gain an advantage over competitors allowing the brand to become the most successful, positive and fast changing within the fashion industry. Market Research is put in place to recognize, identify and analyze the market size, the market need and the current completion. DEFINITON OF MARKET RESEARCH. Aims This essay you will read a brief introduction of the fashion brand Topshop. The Author will then describe Topshops attitudes and principals towards Market Research. The Author will discuss how Topshop take out and handle their research and how this then makes the market of the brand successful. You will learn what Topshop look for while researching and their aims. The Author will also express what type of customer...
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...Contents Page 1. Executive Summary 4 2. Introduction 5 3. Findings 6 3.1 An Analysis of Mexico 6 3.2 Topshop Market Entry into Mexico 7 3.3 The Target and Positioning Strategies 8 4. The Marketing Mix 9 4. 1 Product 9 4.2 Place & Distribution 10 4.3 Pricing 12 4.4 Promotion 13 5. Conclusion 14 6. Appendices 15 7. Bibliography 19 1. Executive Summary This report is to investigate Topshop, a women’s apparel and accessories retailer based in the United Kingdom and to assess potential market opportunity in Mexico. Areas include, * An analysis of Mexico * Topshop market entry in to Mexico * The targeting and positioning strategies * The Marketing Mix: Product, place & distribution, pricing and promotion. The main finding and recommendations from the analysis of these main areas include, * Mexico has a large, young, growing population * There is a high level of poverty and low level of education * Government policies support FDI * There is a competitive retail environment in Mexico * Mexico’s infrastructure is poor but improving and is high on the political agenda * Topshop has recently sold 25% stake of the Topshop and Topman chain, making them debt free and open to investing in global expansion * There is a growing middle class * The target demographic is middle class females between the ages of 15-34 ...
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