Social Media/Influencer
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.
Another thing they pointed out which is actually very true, online retailers don't have physical stores holding them back and are better able to match the dynamism of social media trends. However, this also means that they might not be making as many sales and as much profit as they possibly could be, a lot of people choose not to shop online because they aren't confident with sizing and they don't want to pay the delivery charge (understandable) meaning it's quite a big disadvantage to the brand.
Read the full article here: https://www.theguardian.com/business/2017/jun/07/topshop-falling-out-of-fashion-with-instagram-generation
How do influencers affect customers decisions?
Influencers are able to affect the customers way of thinking and behaving, they trust the influences thoughts and opinions however, not everyone shares an honest opinion, they're getting paid to say what they do to boost a positive reputation for a brand. Unfortunately there are people (influencers) that care more about the money than their followers/viewers so they will give a brand a positive review because thats what they will have asked for rather than turning down working with them.
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- Mainly for announcements and customer service
Instagram- To show off the latest products and control how people see the brand through images and short videos.
Topshop being connected to their consumers also means they are able to get feedback helping themselves and the people who choose to shop there.
I recently found an article from The Guardian Online written in 2017 "Why Topshop is falling out of fashion with the Instagram generation" One thing that stood out in the article was 'While Manchester-based Boohoo, PrettyLittleThing and Missguided, as well as Asos, have adventurous online offerings, Topshop is beginning to feel staid" Basically saying that since new brands have surfaced, Topshop has become 'old fashioned' and less exciting.
I recently found an article from The Guardian Online written in 2017 "Why Topshop is falling out of fashion with the Instagram generation" One thing that stood out in the article was 'While Manchester-based Boohoo, PrettyLittleThing and Missguided, as well as Asos, have adventurous online offerings, Topshop is beginning to feel staid" Basically saying that since new brands have surfaced, Topshop has become 'old fashioned' and less exciting.
Another thing they pointed out which is actually very true, online retailers don't have physical stores holding them back and are better able to match the dynamism of social media trends. However, this also means that they might not be making as many sales and as much profit as they possibly could be, a lot of people choose not to shop online because they aren't confident with sizing and they don't want to pay the delivery charge (understandable) meaning it's quite a big disadvantage to the brand.
Read the full article here: https://www.theguardian.com/business/2017/jun/07/topshop-falling-out-of-fashion-with-instagram-generation
How do influencers affect customers decisions?
Influencers are able to affect the customers way of thinking and behaving, they trust the influences thoughts and opinions however, not everyone shares an honest opinion, they're getting paid to say what they do to boost a positive reputation for a brand. Unfortunately there are people (influencers) that care more about the money than their followers/viewers so they will give a brand a positive review because thats what they will have asked for rather than turning down working with them.
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