Fashion Management and Marketing 1

My brand positioning map for TopShop currently. A lot of other brands are surrounding it because of how similar they are to each other. When making the map I focused mostly on the price range of the different brands, TopShop currently sitting quite highly priced but also high quality too. This shows that the products TopShop sell might be a little pricy (depending on what you buy) but they are worth the money because everything (mostly) is high quality.  All brands on the map are incredibly popular and are all competitors of one another. If TopShop didn't sell all the brands they do (mostly online) I don't feel it would be as popular as it is right now. Although, H&M and Zara seem to be creeping up above it on the popularity scale and it's getting a bit overlooked, it is still a favoured brand, because it has been around for so long people don't seem as bothered about it as they used to be. 

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 w...

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...

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...

Content Marketing Content Marketing requires a wide range of team members who specialize in the different areas of digital content strategy, development, execution and integration. Content Marketing Manager  Manages the 'Content Team'  Overseas Marketing campaigns, working with strategists and planners Works towards targets, leads and budgets  Content Copywriter/Designer  Writes a range of appropriate copy, being passed on to a Designer to artwork  Content Marketing Specialist  Carries out research to support marketing strategies, as well as feedbacking this back to the marketing team Brand Manager Ensure that a brand remains recognisable, up to date and exciting to customers. Brand managers plan ways to promote, and change the public perception of brands Digital Brand Manager  Ensures the 'digital' aspects of marketing within the brand, e.g. website reflect the right brand image and sit inline with marketing stra...

What is Consumer Behaviour? The study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires. (Solomon et all, 2011). Maslow's Hierarchy of Needs Self-actualisation needs: the desire for self-fulfilment in achieving whatever someone can. Esteem and Status: Striving to achieve a high standing in relation to other people. Social Needs: We need social experience and desire products and services that facilitate social exchange. Safety Needs: Protection from the unpredictable happening in life (e.g. accidents). Psychological Needs: The fundamental of survival.  How does your own self-concept create influence behaviour? Self Esteem- (Richins 1993; Kees et al, 2008) Marketers use attractive models for a social comparison process where young female consumers compare themselves and feel inadequate against them. Most fashion markets try to attract several market s...

Group Task: Recommendations for M&S, what improvements could be made? When people hear M&S they immediately think of shopping for 'old' people because of its contents and the way its presented.  -Have more options for older generations  -Create new/unique designs to add originality  -Competitors have a lot more variety compared to M&S, e.g. John Lewis and Next -The staff wear outdated uniform (a lot of it looks like office wear) and its not really relevant to todays fashion -A lot of the staff are older people, not bringing in a younger demographic  -They could re-vamp their logo so it looks more exciting and more appealing to younger audience, along with this, the window displays are very beige and boring, nothing really stands out -A lot of the average items are overpriced that you can easily get elsewhere for less money -One competitor, Tesco, sell similar items for a cheaper pri...