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5. Proposed Consumer Demographics
My proposed Consumer Demographic moodboard is to show who could be buying from TopShop if they were to follow recommendations. Firstly, a plus size range would make such a big difference! That alone would open the brand to a much wider audience, there is currently a lot of controversy about TopShop and body image and it's giving them a bad reputation. As well as a plus size section, they could offer children's clothing and something for more mature consumers, Holly Willoughby for example, collaborations with people around her age. I thought that by maybe offering a 'homeware' and kids-wear range, it might pull the older consumers in, homeware is generally targeted at people who have their own houses, (those who are a bit older) I can't think of any other brand on the highstreet that don't have a bunch of homeware and children's products.
Topshop: Brand History
https://www.arcadiagroup.co.uk/brands/topshop https://issuu.com/fashionatchesteruni/docs/brand_report A global fashion and beauty destination that connects women with the new and the next in style and culture. Originated from London- a city famed for fashion experimentation and culturally defining street style movements- but actually founded in 1964, originally called 'Peter Robinson's Top Shop' under the Sheffield branch of Peter Robinson. Topshop is the original champion of individuality. Their diversity is shown through trend-led clothing in a range of different sizes, tall, petite, maternity. They also offer an expansive, versatile denim and claim to sell a pair of jeans every 10 seconds. Premium lines include Boutique; a contemporary and luxurious wardrobe and Topship Unique; the only collection designed by a high-street retailer to be shown on-schedule at London Fashion Week. Topshop's many exclusive designer capsules have gain...
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