3
brand Identity
made in house
Brand values visualizes the symbol of the brand. According to its official website, its purpose is manufacture products in an ethical way and take responsibility for people and the environment (Topshop, 2016). Furthermore, it demonstrates a responsible brand image among the consumer base.
Responsible British style & Heritage Ethical
stylish 7
Brand essence is the critical principle and the embodiment of a brand. Topshop Unique is devoting itself to disseminating its selective British style around the world and offering the fashion pieces that could appeal to the middle-and-high consumer. Its products always reflect a broad range of British cultures. In recent seasons, Topshop Unique expressed an apparently British inspiration, including the classics of an English gentlemen's wardrobe; Anne Boleyn and bar crawl in Soho from London.
Brand Values
young
Creative
Brand essence
young designer
Brand Personality
Hi-tech
The brand defines the individuality and character of the shoppers brand personality. This is based on a distinctive British style. Although Topshop Unique’s design has been inspired by the last century, it remains keen on technology-base marketing. Topshop Unique delivers young, creative, technicaliation and stylish brand personality to the audience.
Brand in action The practical action has done by the brand is brand in action. Topshop Unique believes that support for new designers is crucial. Since 2002, Topshop Unique started sponsoring the British Fashion Council offering financial aid to emerging designers. The Council establishes intimate relations with young and talented designers. “There is a sense that everybody is engaged in trying to develop young talent,” according to by Sir Philip Green, Chief Executive of Topshop's parent group, Arcadia (Gonsalves, 2014).
8