Fashion Management and Marketing 1

Because I chose Holly Willoughby, 37 as an example on my Proposed Consumer Demographics moodboard, it was suggested that I made a moodbaord for the kind of lifestyle she has. She's obviously very wealthy being a presenter, travelling and promoting products for certain brands on instagram. I used her as an example of someone a bit older that isn't really part of Topshop's main target market. She's also has children so it would make sense that for someone her age, if they do have kids they can go into a store and have the option to shop for themselves as well as their children. 

On instagram, Zara use very plain, beige backgrounds when taking the pictures because it means the product they are trying to promote stands out more, it's more eye-catching. H&M are very into their polls on social media to get consumers opinions and interests. Everyone knows Pretty Little Thing is an online brand so they have to go that bit further to keep their consumers interested, one way they do this is by having regular competitions online, TopShop have never done this before, they could use it as a way for customers to shop with them more regularly. Another way TopShop could improve their online market position is if they took advantage of influencers/YouTubers, all online brands use this marketing strategy daily. There is currently only 4 TopShop stores in the whole of Australia which is made up of 8 capital cities, meaning they could double the amount of stores and maybe even the amount of customers. Consumers are also noticing how the their prices are ...

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. 

F or the proposed brand market position moodboard I focused on TopShop being more consistent with clothing lines and having a bigger range available. They need to be more consistent If they are going to sell things in store, e.g. Ivy Park, House of CB. they need to make sure they have it available in ALL stores not just a select few, either that or just have it as an online exclusive. By having a homeware range, their competitors would still be the same, New Look, H&M, Zara but they would have an even chance on the market. Another problem TopShop faces is lack of sustainability whereas H&M produced a conscious collection made using only sustainable and recycled materials, encouraging people to buy them. 

This moodbaord shows most of TopShops current advertising techniques, a lot of social media, a blog (linked on their website) collaborations with other brands and celebrities. One of their biggest known influencers is Cara Delevingne, she had her own collection with TopShop back in 2014 and modelled for the Kate Moss range back in 2007. Their window displays are always showing off the latest trends. Every year TopShop takes their newest collection to London Fashion Week which is obviously a very big advantage, a lot of other brands don't have that opportunity. Depending on which store you go in, a lot of them offer a personal shopping experience, professional staff work at the store to help customers pick out and put together new outfits for an average price. TopShop have offered student discount for as long as I can remember, it really does encourage people to shop there because it's not available at all highstreet brands. 

Before making this moodboard I actually went onto TopShop's website to have a look at their latest trends and right there on the homepage were six different main clothing groups. I took is as their way of showing that they have something available for everyone, whether its gothic (Goth N Roll) or 100% floral and very out there (Maximalist). I noticed (along with every single person that can't actually shop in TopShop) that there is absolutely no plus size range available AT ALL, pretty much the only store I cant think of off the top of my head that don't stock for plus sized people which is obviously a very big disadvantage. From researching about the brands consumers I come to the conclusion that it's mostly students or the younger generation who shop there, their target market is actually everyone but mostly 16-30 year olds.

I've made this moodboard to show who I believe are some of TopShops biggest competitors and examples of each brand. Obviously there are other stores that also compete within the fashion industry but I chose the ones I thought were most relevant currently. I also found a few quotes that I have taken from articles online of what other people have to say about the brand. "TopShop has become a little less distinctive" I believe is certainly true, Zara is the new TopShop only better and a bit different, theres things you would find in Zara that you wouldn't be able to get your hand on in TopShop (it would probably be cheaper too).