Competitors

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 less fashionable. 

Pretty Little Thing currently have more followers on Instagram than TopShop and they haven't being around as long, this could be because they are an online based brand. 

Main Competitors

Just like ant other brand, TopShop does have it's MAIN competitors, ones that stand out and have a bigger effect than others. Those being Zara and H&M, neither have been around for as long as TopShop has but they're certainly overtaking the brand. How have they done it? Each one have their own SWOT analysis, ones weaknesses might be another strengths, one might have time/chance for more opportunity than the other etc. 

Zara

Over the years, Zara has remained faithful to it's core values, expressed simply in the same four key words that define all their stores; beauty, clarity, functionality and sustainability. Zara's designers are constantly reacting to the latest trends and the feedback from consumers across all collections, Women's, Men's and Kid's to come up with new ideas daily. Zara do offer similar products to Topshop but they are seen as more stylish and sometimes even better quality for a cheaper price. 

H&M

H&M do have a lot more to offer, kids and plus sized ranges, cheaper high quality products etc. On their website they have a 'sustainability' tab where you can learn all about their sustainability strategies and read articles H&M have specifically linked. 

"Many people identify sustainable fashion as fashion that is simply made from sustainable materials. However, for us, the responsibility goes further than this, and spans across our entire value chain. We pose very strict demands on our suppliers, which include both social and environmental regulations, in accordance to our code of conduct; the Sustainability Commitment." 
https://about.hm.com/en/sustainability/sustainable-fashion.html