6. Proposed Social Media/Influencer Marketing/Marketing Mix

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 continuously increasing on basic products they can quite easily find cheaper in places such as New Look.