Fashion Management and Marketing 1

Kate Moss (2007) May 1st, the collection were launched across the UK in 225 stores, she herself appeared in Topshop's Oxford Street store window modelling a red dress from the collection right before the shop opened.  Because of the combination of clever designs and how popular she was at the time, the best pieces would sell out in minutes.  Her collections were just as iconic as her. The range reflected some of her most famous looks over the years- she ended with her final collaboration in 2014. Beyoncé (2015) Quote from Beyoncé herself... "I could not think of a better partner... I have always loved Topshop for it's fashion credentials and forward thinking, working with it's development team to create and produce a technical and fashion led collection is exciting and I'm looking forward to participating in all aspects of this partnership."  Her collection(s) with Topshop is Ivy Park, athletic we...

>Unsustainable: be more specific  >Diversity, plus size - good - inclusivity: look closely at River Island  >Show plus size market has potential: find stuff to back it up (evidence) >Show all possible roots - divide up into subsections  >Change in characteristics of consumer - diversity inclusive  >Look at brands that have transitioned to plus size  >Look at diversity/inclusivity as a topic 

Political -Minimum wage requires employees 25+ to be paid more per hour -During Brexit the UK currency decreased  -When broadening their business, they take into consideration the stability of the political environment and a countries government policies. The reason for having no business in Syria and Afghanistan is because they are politically unstable Economic  -Exchange rate on the Great British Pound affects exports and they become more expensive -Arcadia is part of ACT, A group especially for workers in the textile industry (Asia) which can increase wage rates internationally and then it affects brand costs  -When there is a case of low interest rates and an increase in demand businesses such as TopShop are encouraged to expand, the more money people have to spend, the more TopShop will benefit from it  Social   -Living standards and fashion trends are changing daily which results in hig...

Price  Topshop's average price is around 35/40 pounds (depending on what you buy) there are jeans available for up to £55 which for a highstreet brand isn't very reasonable at all. Topshop Boutique's prices are quite a bit higher, they have garments available for up to £200.  Product The quality of the products they sell is reasonable, they often have mini collections of different garments with the same pattern or have something (a skirt/hoodie) in multiple different colours. A lot of their products are created to be similar to something you might find in a designer store that a lot of people cant afford, Topshop do it at a cheaper price.                                  TopShop (£79) / Versace (£2,750) Place There are Topshop stores in all the big cities, one of the biggest being Oxford Street, London. 3 floors, a cafe, nail bar and h...

"Instagram is fashion...you still can't download a dress, but Instagram has rewired the industry, replacing print magazines as the primary way in which people discover fashion. It's the foundation on which the industry has built everything; from new labels to an influencer economy worth $1.6 billion in 2018. (Mediakix, 2018 via BOF) Social Media & Gen Z... -Part of the 'Gen Z' team if you're 24 and under -Will make up 40% of the population by 2020 -Indirect buying power of over 1 Trillion Dollars in the US alone  -Brands are competing for our attention  -Digital natives; connecting and consuming  -More aware, conscious and critical than ever  -Access Instagram an average of 16 times a day (SMW London, 2018 and YouGov Report, 2018) Globally... -There are 40.7 million social media users in the UK aged 18 and over- equalling 80% of the total adult population  -Over 1 billion daily instagram use...

Because I chose Holly Willoughby, 37 as an example on my Proposed Consumer Demographics moodboard, it was suggested that I made a moodbaord for the kind of lifestyle she has. She's obviously very wealthy being a presenter, travelling and promoting products for certain brands on instagram. I used her as an example of someone a bit older that isn't really part of Topshop's main target market. She's also has children so it would make sense that for someone her age, if they do have kids they can go into a store and have the option to shop for themselves as well as their children. 

On instagram, Zara use very plain, beige backgrounds when taking the pictures because it means the product they are trying to promote stands out more, it's more eye-catching. H&M are very into their polls on social media to get consumers opinions and interests. Everyone knows Pretty Little Thing is an online brand so they have to go that bit further to keep their consumers interested, one way they do this is by having regular competitions online, TopShop have never done this before, they could use it as a way for customers to shop with them more regularly. Another way TopShop could improve their online market position is if they took advantage of influencers/YouTubers, all online brands use this marketing strategy daily. There is currently only 4 TopShop stores in the whole of Australia which is made up of 8 capital cities, meaning they could double the amount of stores and maybe even the amount of customers. Consumers are also noticing how the their prices are ...

My proposed Consumer Demographic moodboard is to show who could be buying from TopShop if they were to follow recommendations. Firstly, a plus size range would make such a big difference! That alone would open the brand to a much wider audience, there is currently a lot of controversy about TopShop and body image and it's giving them a bad reputation. As well as a plus size section, they could offer children's clothing and something for more mature consumers, Holly Willoughby for example, collaborations with people around her age. I thought that by maybe offering a 'homeware' and kids-wear range, it might pull the older consumers in, homeware is generally targeted at people who have their own houses, (those who are a bit older) I can't think of any other brand on the highstreet that don't have a bunch of homeware and children's products. 

F or the proposed brand market position moodboard I focused on TopShop being more consistent with clothing lines and having a bigger range available. They need to be more consistent If they are going to sell things in store, e.g. Ivy Park, House of CB. they need to make sure they have it available in ALL stores not just a select few, either that or just have it as an online exclusive. By having a homeware range, their competitors would still be the same, New Look, H&M, Zara but they would have an even chance on the market. Another problem TopShop faces is lack of sustainability whereas H&M produced a conscious collection made using only sustainable and recycled materials, encouraging people to buy them. 

This moodbaord shows most of TopShops current advertising techniques, a lot of social media, a blog (linked on their website) collaborations with other brands and celebrities. One of their biggest known influencers is Cara Delevingne, she had her own collection with TopShop back in 2014 and modelled for the Kate Moss range back in 2007. Their window displays are always showing off the latest trends. Every year TopShop takes their newest collection to London Fashion Week which is obviously a very big advantage, a lot of other brands don't have that opportunity. Depending on which store you go in, a lot of them offer a personal shopping experience, professional staff work at the store to help customers pick out and put together new outfits for an average price. TopShop have offered student discount for as long as I can remember, it really does encourage people to shop there because it's not available at all highstreet brands. 

Before making this moodboard I actually went onto TopShop's website to have a look at their latest trends and right there on the homepage were six different main clothing groups. I took is as their way of showing that they have something available for everyone, whether its gothic (Goth N Roll) or 100% floral and very out there (Maximalist). I noticed (along with every single person that can't actually shop in TopShop) that there is absolutely no plus size range available AT ALL, pretty much the only store I cant think of off the top of my head that don't stock for plus sized people which is obviously a very big disadvantage. From researching about the brands consumers I come to the conclusion that it's mostly students or the younger generation who shop there, their target market is actually everyone but mostly 16-30 year olds.

I've made this moodboard to show who I believe are some of TopShops biggest competitors and examples of each brand. Obviously there are other stores that also compete within the fashion industry but I chose the ones I thought were most relevant currently. I also found a few quotes that I have taken from articles online of what other people have to say about the brand. "TopShop has become a little less distinctive" I believe is certainly true, Zara is the new TopShop only better and a bit different, theres things you would find in Zara that you wouldn't be able to get your hand on in TopShop (it would probably be cheaper too). 

Social media is currently having the largest impact on businesses. Not only is it changing the way people communicate but it's also helping brands including Topshop to interact with their consumers and help them expand. Every brands marketing movement is personalised and unique to them to make each one stand out more than the other, it's a big competition within the fashion industry.  The media helps brands stay connected and promote sales, discounts and news, by using social media to their own advantage means they must stay engaged with their consumers for it to be successful.  Without social media, Topshop wouldn't have such a big audience. They have also adapted to social media for advertising, e.g. events and promotions and customer service- a quicker/easier way for a customer to talk to the team if they have any problems without having to go in store.  Facebook- News stories and to promote events Twitter- Main...

https://goodonyou.eco/how-ethical-topshop/ https://www.slideshare.net/JessicaMoore10/complete-topshop-presentation How does the brand treat people, animals and the planet? Labour Rating   Back in 2007, Topshop was accused of using 'slave labour' to produce the Kate Moss range. At the time Arcadia were alleged to be using Third World Sweatshops where migrant workers worked 70 hours a week for 40p an hour.  Animal Welfare They have banned the use of Angora and fur in their products although they still do use leather and wool in their products all without an ounce of information about where they were sourced from. It is very difficult to calculate the welfare of the animals when everyone is unsure of where the materials actually come from. They could improve this by being more transparent about where the materials are coming from or just stop using animal products in their clothes completely.  Environmental Impact   Topshop have made a start...

Between everyone who's chosen brand was TopShop, we put together a Questionnaire about ethics and sustainability surrounding TopShop. We managed to get results from around 157 people, and from the first question you can see majority (almost 70%) were aged between 18 and 24. Throughout the survey you can see that not a lot of people were aware of just how unsustainable TopShop actually are and how uneducated they are about the brand, myself included. 

https://sites.google.com/site/topshopyellowgroup/competitors Topshop competes on a day to day basis with other fashion companies, as it is one that consists of competition with Mrs Selfridge, H&M, Debenhams and River Island. These stores are all described as trendy, fast fashion retail stores that have the same target consumers, Topshop's sales have reduced because of a lot of heavy competition which means thinking of new ways to reach a wider range of clients is key. Topshop and H&M target the same customers domestically and internationally, they are both competing with new brands and sales. Topshop is very well known for it's very 'indie' style fashion and being very particular with it's clothing so they stand out more than any other competitors. Internationally, Zara is another huge competitor for Topshop, it's their closest because they offer clothing/shoes/accessories at a higher price than H&M although it has been considered to be ...