Target Market

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http://jonquil.myblog.arts.ac.uk/2014/02/20/brand-research-topshop/
http://elliedigitalpublishing.blogspot.com/2016/02/topshop-customer-profile.html

TopShop appeals to so many different people, from students to professionals and high profile A-listers looking for the latest forward thinking trends. 

Jane Shepherdson, brand manager for TopShop at the time said during an interview with a journalist for The Guardian "Officially our target market is 15-30 year old women but internally we target everyone who loves fashion regardless of age or income." Firstly, I'd say their clothes were for people more in their 20/30's and secondly, what 15 year old can afford a £45 pair of jeans?
"I think the biggest change [in the hughstreet since the 1970's] is one the consumers have driven, in that they are much more fashion-savvy these days, and demand much more than they did. The impact of the media has meant that everyone knows what the celebrities are wearing, where they got it, what the designers are showing on the catwalk and so on, so they want a bit of it too." 

The fact that TopShop tries to create styles as similar to designer items as possible is a very good marketing strategy only it's [some] still quite expensive for someone who doesn't have an income [younger teenagers/students] as much as they claim to 'love' students, they don't do much about reducing their prices so they can actually afford them. 

 A huge part of their target audience are students so they do offer 10% discount via UNIDAYS/Student Beans which then encourages them to shop there more frequently. Although no one has ever spoken about TopShop targeting the older generation, people with children for example, middle aged mothers, who do have an income. 

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