SWOT

STRENGTHS

First of all, their 'simple' logo means that the brand is quite easily recognisable. 

Topshop have already undergone a huge transformation since the mid 90's, it has resulted in a huge growth in sales profits and helped them decide what kinds of clothing people prefer to buy. Whilst a lot of other retailers try to copy the latest looks/styles, Topshop always seems to be the go-to store when customers are looking for a cheaper 'look a like' designer product. 

They have a number of celebrity links; Gigi Hadid, Beyoncé, Kylie/Kendall Jenner, Kate Moss, Cara Delevigne who all take part in modelling campaigns or creating their own collections with the brand. There is currently over 500 stores worldwide, over 300 being in the UK and they ship to around 100 different countries. The stores are quite easy to get around and most things are easy to find, mannequins are dotted around showing off different trends and categories making it easy to spot what you might be looking for. No matter how tall or short someone might be, there is something suitable for everyone in their Tall and Petite areas. 10% discount for students is on offer all year round and every so often a student event might pop up meaning they might offer 20% off for a limited amount of time. 

Topshop take full advantage of social media for advertising and marketing. Twitter, Instagram, Facebook etc is an easy way to target their 'typical' audience. They also give their employees a chance to learn additional skills, Team Communication, Visual Merchandising, Checkouts and Fitting Room Service, Dressing Mannequins etc. 

WEAKNESSES

One very big problem Topshop has is not having sizes available for larger people, they only offer sizes 6-16, sometimes a size 4 (mostly online). Depending on the size of the stores, there is a limited amount of stock and deliveries, for example, small stores get 3 deliveries a week which when you compare it to Topshop on Oxford Circus who get 5 a day it's not a lot at all. Limited stock is a big problem because a lot of people don't like purchasing online meaning which is a big disadvantage for all stores, not just TopShop. 

Apparently there has always been controversy with the size of the mannequins, people complaining that they are 'too skinny' and that they are promoting anorexia and eating disorders. TopShop rely quite a bit on celebrities and social media to promote the brand but I supposed every other brand does too. Their target market is generally people 16- early 30's so comparing it to somewhere like M&S they are the complete opposite. They don't really offer an 'older person' range, everything is very much a younger style. Also, prices might not be practical for someone as young as 16.

OPPORTUNITY

Although they offer a Tall, Petite and Maternity range, they don't actually have a lot of choice and a plus size range doesn't even exist. Even more celebrity collaborations could be done to grab more peoples attention. I've seen people via instagram use the personal shopping services that TopShop offer but it's not available in all stores. Social Media could be used a lot more, the younger generation are using Social Media 24/7, TopShop could take advantage of that. Better in store experience, theres always staff around to help but maybe have them to greet people too and point out the newest trends/lines for the season. Tablets/computers/iPads available actually in the store to order online if they don't stock what the customer is looking for, it would encourage to purchase from TopShop there and then instead of going elsewhere to find what they are looking for. 

THREATS

There are other, cheaper brands available on the highstreet and online, H&M, New Look, River Island, Zara, Urban Outfitters, Boohoo, Miss Guided, Pretty Little Thing. TopShop is bigger in the UK than anywhere else, e.g. H&M, Forever 21, Zara are more popular in the US than TopShop. Their prices are quite high depending on what you might be buying and there is always going to be a cheaper alternative. There isn't access to certain products in all stores, one might have the Ivy Park range and another won't, from the research shared within the TopShop group we realised it wasn't because of the size of the different stores so why might this be? Everyones style is changing and what people want, TopShop isn't providing, people are leaning towards more vintage clothing right now and TopShop doesn't have it (apart from the few 'Cow' items they sometimes have in a selected few stores).