Consumer Profile Presentation

Fashion Marketing Assignment 2

Figure 6: Harrods.com. 2019

Figure 2: independent.co.uk, 2014

Figure 1:Bluewater.com. 2019 Figure 5: Another something.org. 2019

Customer profiles Paul Smith & Topshop

Figure 3:fashion model directory.com. 2019

Anna Richardson

Figure 4: Fashionunited.uk, 2016

Overview Topshop opened in 1964 aiming to target the premium end of the high-street fashion market.

With over 500 stores worldwide, Topshop have managed to entice the ‘high-street’ savvy shoppers.

Figure 6: Itunes apple.com. 2019

Figure 7: americanaatbrand.com. 2019

Figure 9:boutique.heathrow.com. 2019

Figure 8: Designboom.com.2019

P

aul Smith was founded in 1970 in Nottingham and has thrived ever since, with over 200 stores globally. The brand wanted to provide luxury ready to wear garments with an eccentric and quirky twist, allowing the company to be fashion forward and create a loyal following.

Figure 11: this study, 2019

Research Methods

I used mainly Qualitative primary Research to establish Topshop’s different market level

Figure 12: this study, 2019

I used a mixture of Qualitative Primary and Secondary research -

Creating an online survey using Google Forms

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Store Observations

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Interviews with Employees and Creative director

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Secondary Research through the Topshop Website and online articles

Conducting interviews with Employees and managers - Store observations

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Figure 13: this study, 2019

Researching through online journal articles e.g. WGSN and Vogue Figure 16: this study, 2019

Figure 15: this study, 2019

Figure 14:Coggles, 2019

Figure 17: Rockbury.com, 2019

Figure 18: pinterest, 2019

Figure 19: what is james wearing.com, 2019

Demographics

Aged 30-50

Likely to come from a higher education background

Upper class

High income and therefore a high disposable income

Married with children

Works in the art technology and design industry (Batt, 2016)

Demographics

Aged 15-30

Figure 20 (a): Cameron, 2016

Low to Average income University students and people in part-time work Fashion forward consumers, who have a youthful outlook on fashion High-street savvy shoppers

Figure 21(b): Cameron, 2016

Figure 22 9(c): Cameron, 2016

Psychographics

Figure 23: courtesy ink.com, 2019

Figure 25: pinterest,2019

Figure 26 (B): pinterest, 2019

Figure 24: icfprcampaign,2013

Keen interest in Golf, tennis and cycling

Sociable and fun

Enjoys attending art and fashion exhibitions

Always keep up with the latest trends, very fashion forward

Psychographics Enjoys going out to concerts, clubbing and festivals Very sociable and enjoys meeting with friends According to my survey consumers shop at other high-street stores including Urban outfitter and Zara

Figure 28: study breaks magazine,2019

Influenced by bloggers, celebrities

Figure 27: evening standard, 2019

Figure 29: live mint, 2019

Figure 30: Pous, T, 2017

Figure 31: Covent garden, 2019

Most Paul Smith consumers live down south and are ‘quintessentially British’ (cartner Morley, 2016)

Japanese market accounts for around 70% of sales

Live in big cities

Targeted at British gentleman

Geographical

Figure 32: Fashion Tub.com, 2019

Figure 34: Neon, 2019

Figure 33: Pinterest, 2019

Geographical

Over 400 shops globally

Consumers tend to live in cities

Flagship store in London

Easily accessible stores - part of the arcadia group - have concessions across the UK

Very brand loyal Think about purchases before making them Not many customers have a full Paul Smith wardrobe They like the eccentric, quirky detail, to stand out from the crowd

Behavioural

Figures: 35, 36, 37

Behavioural

Figures 38: ecosia.org, 2019

High-street savvy shoppers Will shop elsewhere if they can find something cheaper. very trend lead Tend to shop weekly- monthly, to keep up with fast fashion

Figure 39: the skinny beep.com,2019

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Image references:

Figure 1: Bluewater. 2019. Bluewater. [online] [accessed 2 March 2019] Available from: https://bluewater.co.uk/shops/topshop

Figure 2: Akbareian, E. 2014. Cara Delevigne the new face of Topshop [online] [accessed 2 March 2019] Available from: https://www.independent.co.uk/life-style/fashion/news/cara-delevingne-stars-in-topshops-autumnwinter-campaign-9632802.html Figure 3: Fashion Model directory. 2019. Topshop Campaign. [online] [accessed 2 March 2019] Available from: https://www.fashionmodeldirectory.com/brands/topshop/advertisements/2014/spring-summer/5222/eliza-cummings-91552/

Figure 4: Hendriksz, V. 2016. Paul Smith.[online] [accessed 2 March 2019] Available from: https://fashionunited.uk/news/business/paul-smith-restructures-business-in-response-to-a-fashion-world-gone-mad/2016020919340

Figure 5: Anothersomething.org. 2019. Paul Smith A/W. [online] [accessed 2 March 2019] Available from: http://www.anothersomething.org/2015/07/03/paul-smith-aw15/

Figure 6: Harrods.com.2019. Paul Smith [online] [accessed 2 March 2019] Available from: https://www.harrods.com/en-gb/designers/paul-smith

Figure 7:Itunes Apple. 2019. Topshop app logo [online] [accessed 2 March 2019] Available from: https://itunes.apple.com/us/app/topshop-us/id501977489?mt=8

Figure 8: the americanaatbrand. 2019. Topshop man [online] [accessed 2 March 2019] Available from: https://americanaatbrand.com/shopping/topshop-topman/ Figure 9: Designboom. 2019. Paul Smith interview [online] [accessed 2 March 2019] Available from: https://www.designboom.com/interviews/paul-smith-designboom-interview/

Figure 10: Heathrow Boutique. 2019. Paul Smith [online] [accessed 2 March 2019] Available from: https://boutique.heathrow.com/en/brands/paul-smith

Figure 11:Richardson, A, 2019 Photograph of Paul Smith Store, Leeds. [Photograph] At: Leeds: Leeds University, School of Design.

Figure 12: Richardson, A. 2019. Photograph of Paul Smith Store, Leeds. [Photograph] At: Leeds: Leeds University, School of Design.

Figure 13: Richardson, A. 2019 Photograph of Paul Smith Store, Leeds. [Photograph] At: Leeds: Leeds University, School of Design.

Figure 14: Coggles. 2019. Paul Smith accessories [online] [accessed 2 March 2019] Available from: https://www.coggles.com/womens-accessories-scarves/paul-smith-accessories-women-s-square-swirl-silk-scarf-multi-swirl/10843683.html

Figure 15: Richardson, A. 2019 Photograph of Topshop Store, Leeds. [Photograph] At: Leeds: Leeds University, School of Design.

Figure 16: Richardson, a. 2019 Photograph of Topshop Store, Leeds. [Photograph] At: Leeds: Leeds University, School of Design.

Figure 17: The Rockbury, 2019. Topshop logo [online] [accessed 2 March 2019] Available from: https://therockbury.com/topshop/

Figure 18: Pinterest, 2019. Bespoke suit [online] [accessed 2 March 2019] Available from: https://co.pinterest.com/pin/74590937555258115/?autologin=true

Figure 19: WIJW, 2013. What is james wearing [online] [accessed 2 March 2019] Available from: http://www.whatisjameswearing.com/category/clothes/paul-smith/ Figure 20 (A): Cameron, E.2016 Customer profiling Topshop [online] [accessed 2 March 2019] Available from: http://elliedigitalpublishing.blogspot.com/2016/02/topshop-customer-profile.html Figure 21 (B): Cameron, E.2016 Customer profiling Topshop [online] [accessed 2 March 2019] Available from: http://elliedigitalpublishing.blogspot.com/2016/02/topshop-customer-profile.html

Figure 22 (C): Cameron, E.2016 Customer profiling Topshop [online] [accessed 2 March 2019] Available from: http://elliedigitalpublishing.blogspot.com/2016/02/topshop-customer-profile.html

Figure 23:Courtesy ink, 2019. Golf [online] [accessed 2 March 2019] Available from: http://profitpilots.us/2016/08/30/the-8-rules-of-business-golf/ Figure 24: ICFR campaign, 2019. Paul smith LFW campaign [online] [accessed 2 March 2019] Available from: http://lcfprcampaign.blogspot.com/2013/03/fabulously-spotted-celebrities-wearing.html

Figure 25:Pinterest, 2019. Paul smith riding a bike [online] [accessed 2 March 2019] Available from: https://www.pinterest.co.uk/pin/148618856424873339/?lp=true

Figure 26 (B): Pinterest 2019. Paul smith Vespa [online] [accessed 2 March 2019] Available from: https://www.pinterest.co.uk/pin/438186238717495562/?lp=true Figure 27: Evening standard. Where to go clubbing [online] [accessed 2 March 2019] Available from: https://www.standard.co.uk/go/london/clubbing/london-clubbing-november-where-to-go-a3975831.html

Figure 28:Study breaks, 2019. Surviving study season [online] [accessed 2 March 2019] Available from: https://studybreaks.com/culture/music/music-festival-survival-tips/ Figure 29: Live mint, 2019. Technology [online] [accessed 2 March 2019] Available from: https://www.livemint.com/Leisure/JnIBoCP5KlG5n7ADWJpzhI/In-technology-old-school-never-goes-out-of-fashion.html Figure 30: Pous, T. 2017. 17 pink buildings [online] [accessed 2 March 2019] Available from: https://www.buzzfeed.com/terripous/17-pink-buildings-that-are-practically-begging-you-to Figure 31: Covent Graden.com. 2019. Paul Smith changed his stripes [online] [accessed 2 March 2019] Available from: https://www.coventgarden.london/whats-on/paul-smith-zebra

Figure 32: Fashion blog post.com 2019. Topshop window displays [online] [accessed 2 March 2019] Available from: http://fashiontub.blogspot.com/2010/02/topshop-window-displays.html

Figure 33: Pinterest, 2019. Topshop displays [online] [accessed 2 March 2019] Available from: https://www.pinterest.co.uk/pin/543457880026178621/?lp=true

Figure 34: Neon, 2019 Topshop colour wheel [online] [accessed 2 March 2019] Available from: http://www.seeneon.com/topshop-colour-wheel

Figure 35:Vogue, 2013. Paul Smith runway [online] [accessed 2 March 2019] Available from: https://www.vogue.com/fashion-shows/spring-2013-menswear/paul-smith

Figure 36 (B): Vogue 2013. Paul Smith Runway [online] [accessed 2 March 2019] Available from: https://www.vogue.com/fashion-shows/spring-2013-menswear/paul-smith Figure 37: teamPeterstiger.com 2013. Paris Paul Smith runway[online] [accessed 2 March 2019] Available from: https://www.teampeterstigter.com/paris/paul-smith-menswear-catwalk-fashion-show-paris-ss2013/

Figure 38: ecosia.org. 2019. Lottie moss [online] [accessed 2 March 2019] Available from: https://www.ecosia.org/images?c=sv&p=3&q=lottie+moss Figure 39: theskinnybeep.com 2017. London fashion week [online] [accessed 2 March 2019] Available from: https://www.theskinnybeep.com/2017/04/topshop-unique-fall-winter-2017-18-womens-collection-london-fashion-week/ Figure 40: This assignment, 2019 Figure 41: This assignment, 2019

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Batt, A. 2016. Paul Smith customer profile [online] [accessed 1 march 2019] available from:https://issuu.com/annabatt/docs/paul_smith_final_pdf

References: ●

Cartner Morley, 2006. ‘he made quirky acceptable by tweaking British style’ [online] [accessed 1 March 2019] Available from: http://www.theguardian.com/uk/2006/feb/10/fashion.clothes

Analysis

Firstly, Paul Smith was founded in 1970 originating in Nottingham, England. The brand has thrived ever since, with over 200 shops across the globe. Paul is renowned for his

artistic flare and combination of ‘tradition and modernity’ (Paul Smith.com, 2019). Paul Smith is situated in the luxury, high fashion market with its array of eccentric and quirky garments. Paul Smith has been involved in a number of collaborations including Oakley sunglasses 2005 and Cappellini furniture in 2002 (Sowray, 2011). Paul Smith likes to think every design “is underpinned by a dry sense of British humour: quirky but not frivolous, eccentric but not silly”’ (Paul Smith.com, 2019). This makes the brand stand out from the crowd and as a result of this many consumers have a strong sense of brand loyalty.

Topshop, a company known for its on trend, stylish but affordable clothing has been in operation since 1964 when Peter Robinson launched their first concession in a Sheffield department store, with the brand going on to have 500 stores worldwide. As well as this, In 2007 Topshop collaborated with the iconic Kate Moss making the brand synonymous for being fashion forward and up to date with the latest trends. Furthermore, Topshop make sure to add their own personal flare and unique take to their clothing, whilst also managing to incorporate the most recent fashion crazes.

I chose to focus on Paul Smith as his eccentric and wonderful style is extremely exciting and different to many of the Luxury designers today. For my research methods I used qualitative primary and Secondary research for both of my brands. I Visited the Paul Smith store in Leeds I started to get an idea of the type of customer the store was trying to target.

I visited the store four times a week for two weeks between the dates the 11th and 24th February. I based my findings on store observations and interviews conducted with the store manager and employees, who helped me to gain a better understanding through the answers they provided during the interview. I focused on question such as, who is Paul Smiths target market, what are the best-selling products, the typical age of their consumer and gender. The footfall of the Leeds store and the ways in which the brand communicates with their consumers. Furthermore, I questioned is online shopping a more popular way to buy than in store and finally does Paul Smith have a strong sense on brand loyalty? I wanted to gain an insight into the minds behind the Paul Smith brand and gather strong evaluative primary research.

Whilst conducting my secondary research I delved into online journal articles including Vogue and Business of Fashion sources. I also used the WGSN website to gain a more rounded perspective on Paul Smith consumers and the brand as a whole allowing me to position Paul Smith at the high-end luxury scale of the market.

Conducting my primary research methods for Topshop I was able to create an online survey using Google forms which I gained 41 responses from. I also conducted store observations, analysing the customers who were in the store and the layout of the store as well as what attracts people to ‘Topshop’. I also interviewed employees and the creative director to further my primary research. Whilst conducting my interviews I used similar questions to one’s is used in Paul Smith, as if felt this was the best way of comparing the stores and would help justify my decision to choose Topshop and Paul Smith and would clearly show the gap between the market levels. My survey also helped in justifying this idea as it highlighted the clear difference in consumers, focusing on questions such as how much do you spend in store if at all? What other stores do you tend to shop in and their area of residence.

For my secondary Research, I used the Topshop website and online articles to further my understanding of the fast fashion, middle market level position Topshop holds.

Concluding, Topshop’s flare and style as well as their well laid out website helps to attract their customers.

Through examining my research, I concluded Paul Smiths consumers are aged between 30-55, with a majority of 70% of sales coming from menswear (Batt,2016). The PS line is mainly concentrated on targeting 30-40 year olds, However, their first line products are very fashion forward and the company is trying to aim this line towards younger people to target a broader age range. Overall Paul Smith has a strong sense of brand loyalty with men shopping at Paul Smith since their early 20s, still wearing the Paul Smith brand into their late 50s. A typical Paul Smith customer will have a regular high salary and therefore will have disposable income to spend on the brands highly-priced products.

Furthermore, most customers will have families and are most likely from a higher education background. Customers are likely to be approachable, confident and sociable with a keen interest in Art and keeping up with the latest trends. Their hobbies include golf, cycling and tennis.

During my interview I found the Leeds store has a footfall of around 900 per week, with a lot more people choosing to shop online over the past few years. However, Leeds is the strongest Paul Smith location in the UK. The top selling category in clothing is suiting as Paul Smith is known for its formal wear.

Examining my secondary research, it would suggest Paul Smith has a very strong global presence particularly in Japan. There are over 250 stores in Japan catering to the countries quirky and eccentric preferences whilst still delivering premium luxury clothing. The Japanese market accounts for 80% of the company’s profits (Cartner Morley, 2006). However, I believe that the heart of Paul Smith brand and products and are ‘quintessentially British’ and this Japanese market stems from ‘Asia’s love for Western Fashion’ (Landi,2018)

To sum up my findings, Paul Smith is an eccentric and exciting fashion forward brand catering to a strong niche of men and women, who are brand loyal to Paul Smith. They tend to buy statement pieces for example a Paul Smith suit or shirt to display a bit of quirky style to the world. They use their disposable income to treat themselves, tending to buy only one garment or piece at a time, considering their purchases before they make them.

Analysing my data from Topshop I can conclude the age range is much younger targeting to 20-30, However they also have a ‘jersey’ line which caters to 14-18. Most of the customers are mainly female. Also, the layout of the store is big and spacious with lots of spot lights. The music is very trendy, catering to their age range. Topshop market themselves at the premium end of affordable high-street fashion, as they have a higher priced ‘boutique’ collection. Topshop make sure to keep their store stocked with the latest trends, updating their store layout and window displays every week in the Leeds store. This brings a strong footfall to the shop.

Their best selling products include their denim range as it’s a staple essential to a consumer’s wardrobe. Many of the customers will be on low to an average income with lots of students choosing to shop at Topshop. As well as, part-time workers and graduate students. Analysing my survey, it seemed 65.5% of responses shopped in Topshop monthly with influences like social media, and sales incentive being the highest motivation to shop. Added to this 51.7% said they tend to spend £25-£50 when they go to the store. A typical consumer will be fun and love socialising. They will be interested in going out to clubs, concerts, meeting with friends. Also, similar stores they will chose to shop in include Zara and Urban outfitters.

Consumers who shop at Topshop tend to be high-street savvy, they like to shop at Topshop but will shop elsewhere if they can find something cheaper. However, they like good quality and are willing to pay more for Topshop items in most cases. Topshop’s style is quite eclectic, and they use familiar items but re-work them to keep them fresh and up to date, whilst also keeping statement pieces like trench coats.

I designed my mood boards to reflect the personality of a typical Topshop and Paul Smith consumer and to justify to my audience my decision of choosing the two brands to demonstrate the gap in different market levels. The mood board’s give an insight into the interests and lifestyles of the customer through use of various colours and images enabling the audience to envisage the classic consumer.

In conclusion, I executed thorough primary and secondary research to create my customer profiles. This allowed me to gain a deeper insight into the brands target markets and price brackets. My research has justified my decision to choose Paul Smith and Topshop as they are clearly in different market levels, with Topshop catering to a young high street savvy audience whereas, Paul Smith targets an older age range who are very brand loyal. Paul Smith customers tend to have a much higher disposable income than those that shop at Topshop and are less hasty to impulse buy. Paul Smith consumers are looking for that eccentric and artistic flare, something that not everybody will be wearing, compared to Topshop consumers who are looking for fast fashion. Overall, this assignment allowed me to use my research skills to my best ability, to create two customer profiles, which truly encapsulate the target consumer of Paul Smith and Topshop.

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Sowray, B.2011.Paul Smith.[online] [accessed 1 March 2019] Vogue. Available from:https://www.vogue.co.uk/article/paul-smith

Paulsmith.com, 2019. Paul Smith. [online] [accessed 1 March 2019] Available from:https://www.paulsmith.com/uk/company-history

Landi, G. 2018. Paul Smith and Blue Rinse. [online] [accessed 1 March 2019] available from: https://minerva.leeds.ac.uk/bbcswebdav/pid-6204762-dt-content-rid-11978162_2/courses/201819_30376_DESN1355/Example%201_Customer%20 Profiling.pdf

Cartner Morley, 2006. ‘he made quirky acceptable by tweaking British style’ [online] [accessed 1 March 2019] Available from: http://www.theguardian.com/uk/2006/feb/10/fashion.clothes

Batt, A. 2016. Paul Smith customer profile [online] [accessed 1 march 2019] available from:https://issuu.com/annabatt/docs/paul_smith_final_pdf

Analysis References:

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What is your age bracket?

What is your gender What is your relationship status?

In Which are do you live?

How often do you shop at Topshop?

Do you have any Children? If so how many?

What influences you to shop at Topshop?

When you come to Topshop do you tend to browse or buy?

When you shop at Topshop how much do you tend to spend?

What other stores do you tend to shop in?

What kind of hobbies do you participate in?

Survey questions for Topshop Customers: 1.

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Results are shown below through the use of pie charts for this assignment.

Pie charts for Topshop Customer Survey

What would you describe as your target customer?

What are your best selling products?

What age range do your clients tend to be?

Which is your most common form of communication you use with your consumers e.g. social media, magazines What is your footfall like?

Do people tend to shop more online than in store?

What are the most popular ranges Do your customers tend to have a strong brand loyalty?

How would you define the style of Topshop/ Paul Smith?

Interview Questions used for both Paul Smith and Topshop: 1.

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Brand Mapping

Classic

Burberry

River Island

Primark

High Price

Topshop

Low Price

Prada

Gucci

Paul Smith

Trendy/ Fashionable