Topshop Brand Marketing Report

Fashion Gone Rouge (2015)

Fashion Gone Rouge (2015)

TOPSHOP BRAND MARKETING REPORT LUCY TODD

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TOPSHOP El_Teto_Medina (2014)

CONTENTS

- 1 Executive Summary - 2 Timeline - 3 Introduction to the Brand - 4 PESTEL - 4.1 Political - 4.2 Economical - 4.3 Social - 4.4 Technological - 4.5 Environmental - 4.6 Legal - 5 Macro Economic Analysis - 6 Brand Market Position - 7 SWOT Analysis - 7.1 Strengths - 7.2 Weaknesses - 7.3 Opportunities - 7.4 Threats

CONTENTS

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TOPSHOP - 8 Brand Positioning Map - 9 Competitors - 10 Consumer Demographic - 11 Product Selection - 12 Social Media and Influencer Marketing - 13 Marketing Mix - 13.1 Product - 13.2 Price - 13.3 Place - 13.4 Promotion - 14 Proposed Strategy - 15 Topshop Kids - 16 Topshop 30+ - 17 Bibliography - 18 Image References - 19 Appendices

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TOPSHOP

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Models.com (2014)

VINGAN KLEIN, A. (2016)

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El_Teto_Medina (2014)

EXECUTIVE SUMMARY

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TOPSHOP

The purpose of this brand marketing report is to analyse how the contemporary fashion brand Topshop, currently works in the market place. It evaluates their product ranges, who their consumer demographic is, how they promote their brand and issues that they need to consider. It also compares these factors with its main competitors. The research has been conducted through doing primary research, with images that have been taken in and around store and talking to customers and workers to create questionnaires to find out information such as how often they change window displays, whats the most popular product sold and whether they sell a sustainable range or not.

Secondary research has also been collected to back up findings throughout the report by means of articles and online reports. Finally, using all of the research, a creative strategy will be presented with the aim to improve the brands business plan in order to increase sales and growth. The recommendation suggests how Topshop could widen their target market. This could be implemented in several ways such as introducing a kidswear range and/or creating a range that targets over 30 years olds, giving more variety. When proposing this idea, social media, competitors, promotion and macro economic issues will all be taken into consideration.

EXECUTIVE SUMMARY

PAGE 5 KELLY, L. (2015)

TOPSHOP Akbareian, E. (2015)

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PAGE 6 KELLY, L. (2015)

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TOPSHOP Vogue (2016)

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TIME LINE

TOPSHOP

1964 - First established as a brand extension of a store as ‘Peter Robinson’s Top Shop’

1978 - Topshop accounted for a third of Burton’s operating profits.

1964

1974 - Topshop became a stand alone retailer

2012 - Topshop launch Reclaim To Wear collaboration. An eco-friendly capsule collection in collaboration with Reclaim To Wear 1994 - Launch of 214 Oxford Circus, flagship store

2006 - Kate Moss x Topshop collection hits stores – the first of many 2009 - First store opens on Broadway, New York

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TOPSHOP

2012 - Las Vegas, the third American flagship store opens – 20,000 square feet 2014 - New York Flagship opens

2016 - Launches collaboration with Beyonce, IVY PARK

2002 - Sir Phillip Green now acquires the Arcadia Group

2008 - Young design talent Christopher Kane, Marios Schwab and Johnathan Saunders showcase collections at London Fashion Week.

2011 - store in, Chicago, expansion in the USA continues.

2019

2012 - celebrate ten years supporting the best of British talent with NewGen

TIME LINE

INTRODUCTION TO THE BRAND

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INTRODUCTION TOPSHOP

This report will illustrate a variety of considerations taken towards suggesting a creative strategy proposal for the chosen brand; Topshop. Topshop originally began as an additional brand of the department store named Peter Robinson’s which had been part of the Burton group since 1946. Topshop was first established in 1964 in Sheffield, and was originally called ‘Peter Robinsons Top Shop’, in 1974, Topshop became a stand alone retailer. And in 1997, the Burton group became Arcadia which Topshop are still currently a part of along with brands such Dorothy Perkins and Miss Selfridge. Topshop is well established with 500 stores worldwide, which over 300 of them are in the UK. However, Topshop “has the biggest influence on Arcadia’s performance and in the 2016/17 financial year, it’s sales fell by 5.8%” and Topshop’s “operating profits declined by 49.3%.” (Mintel, 2017). Evidence suggests the reasoning behind this decline in profits may be due to the brand not fully engaging with the changing values with needs of consumers.

The Report will begin by looking at Topshop’s current marketing position using SWOT analysis to discuss how Topshop is perceived by it’s consumers backed up with primary research. It will then go on to discuss the brands main competitors, again displaying primary research with several factors to compare and contrast, such as target audience and prices; this will also be supported with a brand positioning map. This report demonstrates a clear understanding of their consumer demographic, discussing elements such as income, lifestyle, hobbies and age range. Product selection discusses key ranges and whether they have been successful or not and why. The report will also investigate the impact of social media and influencer marketing taking in to consideration of how they are performing currently online and looking at their collaborations and how effective it is. Additionally, The marketing mix will be discussed with insight into other communication channels. Lastly, macro economical issues will be highlighted for Topshop to be aware of. The proposal will include a series of recommendations to overcome the factors that are affecting the brand from growing and to increase sales and profitability.

N TO THE BRAND

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TOPSHOP TOPSHOP

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VINGAN KLEIN, A. (2016)

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TOPSHOP

P

OLITICAL

- Brexit will have a big impact on the UK market due to uncertainty - There is geopolitical instability due to Brexit as there is uncertainty around trading with EU countries and shipping to customers outside of the UK - Allegations against Sir Phillip Green

E

CONOMICAL

- There is more online shopping so its a bigger cost to get products shipped and delivered - Minimum Wage April 2018 (current rate) is £7.83 and in April 2019 it goes up to £8.21

S

OCIAL

- Topshop’s target audience is aimed at 16-30 year olds, so their target market is restricted compared to a brand like Primark that caters for a wider range - Social media is becoming increasingly popular and influences the clothing that consumers buy, Sirin, K. (2019).

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TOPSHOP

T

ECHNOLOGICAL

- Social media and online shopping are becoming the more popular way to shop - With people increasingly shopping on mobiles, many people use the app however, the reviews of Topshop’s app on the App Store are very poor (See appendix 1)

E

NVIRONMENTAL

- With the rise of online shopping, there is an increasing amount of plastic packaging.

For one of Topshop’s purchases it includes a plastic outside package with a plastic wrapping to put the clothes into and a paper slip (see appendix 2) -Consumers are more aware of environmental issues so there is an expectation for brands to used recycled materials

L

EGAL

- New work place pensions legislation forces automatic enrolment to companies - Minimum Wage: April 2018 (current rate) £7.83 and in April 2019 it goes up to £8.21

ECONOMIC ANALYSIS

MACRO ECONOMIC ANALYSIS

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TOPSHOP

There are many factors in the external environment that could have an impact on Topshop and that they must take into consideration to maximise profitability. (see pages 11 & 12). Some political issues include the concern that “Geopolitical instability, terrorism, Brexit, and stalled trade deals will all increase a pervasive sense of uncertainty in the global economy.” (Mckinsey&Company 2016).

Economical issues include the costs associated with shipping products across the country and overseas whilst online shopping is rising. A social factor that Topshop need to be aware of is how social media is becoming increasingly popular and how it influences what consumers buy.

(Sirin, K. 2019). Many brands have introduced an app for an effective method to promote and sell their products, this is a technological aspect that poses an opportunity to Topshop.

However, Topshop has fallen behind competition in this area and it is something they need to improve as demonstrated in their poor reviews on the App Store. (See appendix 1). With the rising concerns that consumers have regarding sustainability and environmental issues such as the impact that plastic is having on the environment, Topshop must play their part in reducing their carbon footprint to maintain their reputation. It is also important for Topshop to allow for changes to laws within their business plan as these can have an impact on their overheads, for example the minimum wage is due to rise to £8.21 in April 2019. (GOV.UK, NA).

BRAND MARKET POSITIO PAGE 14

FIGURE 10 Topshop is a well established brand and popular a high street store, in the current market. They have 500 stores worldwide, with over 300 in the UK, and are also extremely popular in America. They offer a wide range of clothes and beauty products and now sell a range of well known brands such as Addidas and Glamourous.

Topshop have been criticised for selling Beyonce’s sportswear label Ivy Park, where the clothes were being produced by sweatshop labourers who reportedly earn only 44p an hour and £4.30 a day in Sri Lanka.

(Oppenheim, M. 2016). This contributes to the problems associated with fast fashion which is an approach to making fashion trends cheaply and quickly. There are issues with this approach as it causes a lot of waste products and workers are often under paid and over worked in underprivileged countries. Following the increasing consumer knowledge and awareness of how fast fashion is affecting the environment, it poses an opportunity for Topshop to increase their ethical vintage range whilst maintaining a loyal and returning customer base.

TOPSHOP

Topshop’s current ethical range ‘Loving Youth’ is unique pieces that have been reworked from pre-loved garments and reclaimed fabrics. (See appendix 3). Many of Topshop’s competitors demonstrate media interaction and campaign awareness effectively.

For example, RiverIsland promote their “anti-bullying campaign” with the slogan “labels are for clothes.” (See appendix 4). The promotion of this campaign including online advertising and in store displays have contributed towards it being a widely recognised campaign. Topshop could take inspiration from their competitors and increase their campaign awareness to create a better reputation. One way they could do this is to collaborate with a top designer, this is something H&M did with Balmain that attracted a wider audience and lead to H&M’s most successful designer collaboration yet. (Sowray, B. 2015).

BRAND MARKET POSITION

Stylelovely.com (2017)

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FIGURE 11 Stylelovely.com (2017)

FIGURE 12 Stylelovely.com (2017)

TOPSHOP

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TOPSHOP

FIGURE 13 Mal, N. ( 2017)

Stylelovely.com (2017)

Stylelovely.com (2017)

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S

TRENGHS

- Well established and well known - Returning customers, loyalty - Wide range of styles in all products - Clothes are recognisable - Easy access to upcoming trends - 500 stores worldwide, 300+ in the UK - Students deals/discounts regularly - Small brand extensions

O

PPORTUNITY

- Develop their concessions - Bring out plus size range - Introduce new influencers to help promote and engage with the younger target market through social media - Create more popular collaborations - Promote Collaborations in store - Develop advertising, social media, customer interactions - Launch sustainable ranges

W T

TOPSHOP

EAKNESSES

- High priced - Poor advertising, social media and customer interaction - problems with the app - Inconsistent in branding - New competitors doing better - Aware of the ethical issues and effects of fashion fashion however don’t do much to change it could loose ethical consumers - No diversity shown in mannequins or models

HREATS

- Other brands creating cheaper alternatives - online brands engaging effectively through social media - Competitors demonstrating media interaction and producing effective campaign awareness - Competitors being more uniqes with designs and styles (Urban outfitters) - Other brands offering kids wear and home wear as well as womenswear + menswear - Competitors growing internationally

TOPSHOP

Mal, N. ( 2017)

SWOT ANALYSIS

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BRAND POSITIONING MAP

TOPSHOP

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COMPETITORS RIVER ISLAND - FIGURE 18

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ZARA - FIGURE 19

TOPSHOP

Tasya, S (NA)

With the latest fashion trends becoming increasingly accessible to the consumer, Topshop face a huge number of competitors in a concentrated market including River Island, H&M, New Look, Primark, and Zara.

Topshop and Zara are considered higher end fashion brands with RiverIsland following shortly after.

The two brands have similar price ranges and consumer demographics.

However, Zara, along with H&M and River Island include a children’s range as well as menswear and womenswear which is something that Topshop don’t currently offer. Zara also have a wide range of sophisticated and mature clothing that caters for the older target market.

Yousense.info (2018)

New Look and H&M predominantly focus on the same target market. New Look are the “No. 1 [clothing and accessories retailer] in the age 18-35 UK Women’s wear market.” (New Look.

2017/18 Annual Report). Although, they both take a different approach by having more reasonably priced clothing in comparison to Topshop. Their model is different in that they offer slightly lower quality garments and more basic designs that imitate products in the higher end market at a lower cost. (See appendix 5 - selection of pinafores).

Topshop also has a variety of online based brands to compete against such as PrettyLittleThing, ASOS and InTheStyle.

With consumer behaviour changing the modern way to shop is online and these brands are driven through social media and online interactions.

PrettyLittleThing and InTheStyle, in particular, use influencers to promote their brand and showcase their products. For example, stars from the popular tv series ‘Love Island’; well known Megan Barton-Hanson is a PrettyLittleThing’s ambassador and winner Dani Dyer has just launched her first collection with InTheStyle that was featured on her tv show ‘Jack & Dani.’

COMPETITORS

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TOPSHOP

HarpersBazaar (2016)

CONSUMER DEMOGRAPHIC PAGE 24

CONSUMER DEMOGRAPHIC

TOPSHOP

Topshop’s customer demographic is currently 16-30 year olds. (Cameron, E. 2016).

(See appendix 15.5). The majority of their target audience are students meaning they have low or no income but many have a student loan. Topshop acknowledge this and consistently offer a 10% student discount and at selected times a higher discount.

(See appendix 6).

They also host in store events for their target audience. Typically young women that shop at Topshop are interested in hobbies such as shopping, make-up, sport and socialising. A lot of time is spent using social media such as Snapchat, Instagram, Facebook and Twitter.

“22% of consumers say that social media influences the clothing they buy,

a figure that rises to 64% in the Generation Z (under 22 years old) demographic.” (Sirin, K. 2019). This demographic generally spends time visiting places like Greggs, Costa and Cafe Nero perhaps in between studying at uni or when they have got a break at work. An incredibly popular restaurant for the younger generation to go is Nando’s. Some of the popular holiday destinations that Topshop’s target audience visit include Ibiza, Zante, Kavos, Ayia Napa and Cancun. (Akhtar, S. 20th June, 2017). Its important for Topshop to understand their consumer demographic as this should be a major consideration in their strategy in terms of advertising and production selection.

PAGE 25 FIGURE 21

PRODUCT SELECTION FIGURE 22

TOPSHOP

JEANS Pike, N. (2018)

The Fashion Plate (2018)

PAGE 26 FIGURE 23 Price, S. (NA)

TOPSHOP

Topshop have a very large range of clothing however, the most popular range is the jeans. (See appendix 7.1 and 8). “Fashion-conscious young women aged 16-34 are driving sales of jeans, with over half (53%) having purchased a pair in the last three months” (Mintel. 2018). Topshop are well known for having such a wide selection of jeans and so many diverse styles such as Jamie, Joni, Leigh, Lucas and Boyfriend. (See appendix 9). All of these styles range from a W24 - W36 and L28 - L36 in size and they also offer a maternity range. The pricing for Topshop’s jeans usually start at £35 and the more expensive pairs are £65. (www.topshop.com). Another popular range that Topshop feature are handbags.

With the rising trend of handbags Topshop currently include a wider range in store. (See appendix 10). With the revival of streetwear, bumbags have been a very popular item to buy, “celebrities such as A$AP Rocky, Kendall Jenner, Sarah J essica Parker and Karlie Kloss wearing the hip-hugging style bag in 2018.”

(Mintel. 2018). Many of these bags that they were wearing were from luxury brands such as Gucci, Balenciaga, Fendi and Prada.

However “57% of 16-24-year-olds saying that they feel pressure from social media to own the latest fashion bag.” (Mintel. 2019). Topshop has been one of the high street retailers to offer these products at a affordable price so that their consumer demographics can stay on trend.

PRODUCT SELECTION

C O L L A B FIGURE 24

TOPSHOP X BEYONCE - IVY PARK

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HarpersBazaar (2016)

TOPSHOP

SOCIAL MEDIA

O R A T I O N S TOPSHOP X KATE MOSS Topshop use a number of different platforms to advertise their brand and products on social media. On Facebook Topshop have 4,165,109 followers and 4,26,412 likes on their page. On Twitter - 1.2m followers, Youtube - 74,162 subscribers with 520 videos, posting one or two videos each month. (See appendix 11). They also have adverts that pop up onto Snapchat to show new collections or to promote discounts. With the rise of Instagram Topshop are part of the elite market with 9.6m followers, posting an average of three posts a day getting an 40,000 likes. 71% of Generation Z social media users access Instagram at least once a week, compared to 69% accessing Snapchat, and 66% accessing Facebook. (Mintel, 2018). With such a large audience to reach Topshop need to ensure they engage effectively with social media.

TOPSHOP

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FIGURE 25

Topshop Blog (2018)

63% of female 16-24s agreeing that it is more convenient to shop online than in-store.

(Mintel, 2018). Since 1999 Topshop has been championing upcoming British design talent with exclusive collections. (Topshop Blog. 2018). Using these platforms, Topshop have paired up with celebrities to create exciting collaborations to bring in new trends and collections. Singer, Beyonce, launched her sportswear line with Topshop called ‘Ivy Park’. Since it was launched in 2016, Beyoncé’s Ivy Park range has been one of Topshop’s most successful collaborations. (Prideaux, S. 2018). Another successful collaboration was with British supermodel Kate Moss, the collaboration debuted in 2007 – with a range of pieces that reflected some of her most famous looks over the years – and in 2014 ended with a final collaboration. (Topshop Blog. 2018).

+ INFLUENCER MARKETING

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TOPSHOP

Stylelovely.com (5th October, 2017)

fennecandfriends (2015)

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XIM GNITEKRAM

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TOPSHOP

RODUCT

RICE

Topshop offer a wide range of women’s and teenage fashions including clothing, shoes, accessories, bags, underwear, nightwear, swim wear and its own-brand makeup. Some stores feature hair and nail salons and a personal shopping service. Their clothing size ranges from 4-18 and shoes size ranging from 35-42 European size. Topshop have petite, tall, maternity and Topshop Boutique ranges. The Boutique range showcases work from rising international designers. They also include concessions that vary depending on what store you visit.

Additionally, they offer many other different brands within the store such as Adidas, Skinny-dip, gypsy shrine, Ivy Park and Doll Beauty eyelashes.

Topshop are currently considered one of the higher end brands along with brands such as Zara and River Island, of the popular high street retailers, compared to brands like New Look and H&M that are on the lower side in terms of price. Topshop’s current price ranges from £1 - £600. The lower prices from £1 - £10 are usually sale products. However, the average price of products purchased by customers is around £15-£80. In a survey that I conducted 25% of the people answered that Topshop’s prices are too expensive and 54% people responded that it depends what you buy. (See appendix 13.2).

MARKETING MIX

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El_Teto_Medina (August 10 2014)

P P

LACE

ROMOTION

TOPSHOP Topshop have 500 stores worldwide, with over 300 in the UK, and are also extremely popular in America. Their stores are mainly located on the high street in towns/cities as well as many shopping centres across the UK. Topshop also appear in other larger department stores such as Selfridges, Debenhams and John Lewis as a concession. Topshop also have an online presence enabling them to sell and promote their products through their website and also on the Topshop app. Although, the app has received some very poor reviews. (See appendix 1).

Topshop promote their products through displays in store or in the shop window, billboards, adverts but mainly online through social media. They currently have 9.6m followers on instagram and on here and they encourage their target audience to share and tag images of them wearing their products. The target audience is aimed at 16-30 year olds, with the majority of them being students Topshop offer a 10% student discount and at selected times also offer a range of other discounts at different times of the year.

XIM GNITEKRAM

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El_Teto_Medina (August 10 2014)

TOPSHOP

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CASUAL/

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Butchy (2018)

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Fabulous After 40 (NA)

TOPSHOP

Fromluxewithlove ( 2018 )

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PROPOSED STRATEGY

WORK WEAR

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TOPSHOP After investigating all of the factors previously mentioned regarding Topshop’s current position, a proposed strategy in order to increase growth and profits is to widen their target market. Topshop could increase their consumer demographic by creating a product range for 30+ year olds. (See appendix 15.6). This range would be casual/work wear aimed at women that want to be confident at the age they are, whilst still being on trend. Older women place a high importance on their personal appearance; 71% of female over-55s look after their appearance and their image. Mintel forecasts that the market will grow, driven by the ageing population and people working later into life.

(2012). This shows that fashion is still important to women in this age group and Topshop could take advantage of this in order to meet their needs. Mintel suggests that “more retailers need to focus on this segment of the market as the main growth will come from older women aged 55 and over.” (2018). This demographic are the least drawn to discounts and are significantly more likely to buy clothing immediately rather than waiting for the sale as they are on a high income. (Mintel, 2018). In a questionnaire that I conducted, Topshop’s employees stated how their age range is “16-30 year olds, but now it is more generic and the age range has got broader.” (See appendix 7.5). Topshop are beginning to identify that the over 30’s market is growing so this would be a great opportunity to engage with them. Therefore, to target this demographic a new range could be casual/work wear aimed at women that want to be confident at the age they are, whilst still being on trend. To promote this new range Topshop could market new campaigns and do this by creating collections, doing creative photo shoots at different locations such as in the street of popular busy cities or in offices for the work wear range and in restaurants, shopping or at home for the casual ranges.

These could be completed with several influencers within that age bracket to model the range such as Hollie Willoughby, Andrea Mclean or Sam Faiers. They could also promote this on their own social media platforms . With influencers like Hollie Willoughby and Andrea Mclean that are part of popular TV shows for this target audience such as ‘This Morning’ and ‘Loose Women’, Topshop’s ranges could be promoted through this method. On ‘This Morning’ there is an image posted onto their website of Holly Willoughby every day with a description of what she is wearing, where it is from and how much it is. (See appendix 12.1). On one of ‘This Morning’s’ showing they received an average of 3 million people tune in, with a peak audience of 3.9 million. (Proctor, C. 2018). This could be a great way for this consumer demographic to engage with the new range. Topshop could also organise a monthly catwalk on each of these tv shows with new stock to engage with the viewers and give a full run down of the outfit so the consumers can see how its worn and what it looks like with movement rather than just an image on the website. (See appendix 12.2). The use of social media is rapidly rising. (Mintel, 2018). Topshop can also promote this new range on their instagram that they already have ensuring they keep a consist theme throughout with a variety of photo shoots in studio and locations to give varied images of the new products. It would also have an overall colour theme to fit each season, keeping it casual but bright and exciting to keep it cohesive to the established brand identity. (See appendix 15.7). The unique images taken can also be promoted using large billboards to display the collection in major cities.

YGETARTS DESOPORP

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TOPSHOP KIDS TOPSHOP

Along with this idea of widening their target market, Topshop could additionally introduce a kidswear range. “The kidswear market is growing because there’s a higher birth rate, leading to increased demand in the general market.” (Sutherland, E. 2018). Topshop have already trialled ‘Topshop Mini’ in 2014-16 in several limited ranges, although there is no evidence to state why they stopped.

However, the range was for 3-18 months so this could be why and with their growing knowledge of the use of social media and with their well known brand identity they have the potential to revive their kidswear and engage with this growing market. With 51% of childrenswear buyers feeling it can be difficult to find age-appropriate clothing, with styles that are not too adult-looking. And in response to the Bye Buy Childhood campaign and report by BRC in September 2011 which was a campaign ensuring that children are seen as children rather than a target market. The guidelines state that a responsible childrenswear retailer should have clear policies in this area and should also act on customer feedback. (Mintel, 2018).

With this in mind Topshop must ensure that the Topshop kids wear range is suitable for the consumer demographic of 4-11 years old whilst maintaining Topshop’s style. With the use of social media rising, they could create a separate instagram for Topshop Kids for easy access for mums to explore. A great influencer for the kidswear range could be COCO; an 8 year old girl from Tokyo with a great sense of style, she has almost 700k followers and would be perfect to promote this internationally. (See Appendix 14). Collections within the kidswear range would also be photographed and collages could be created seasonally, then posted onto the Topshop Blog as inspirational posts to market the new products. Some of Topshop’s competitors will remain the same such as River Island, Zara and H&M. A couple of new competitors Topshop will face are brands such as Next and John Lewis.

River Island benefitted from doing this when their profits grew by nearly 70% following the introduction of childrenswear. (Sabharwal, V. 2015). This is an example of how introducing a new range with a different consumer demographic can increase sales and profits.

PROPOSED STRATEGY

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TOPSHOP

FIGURE 33 (Pinterest, NA)

TOPSHOP KIDS

(Pinterest, NA)

Kun, S. (2018)

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PAGE 37 Akhtar, S. (20th June 2017) Best party holiday destinations Retrieved from: https://www.tui.co.uk/destinations/discover/culture/best-party-holiday-destinations Last Accessed: 29th January 2019

TOPSHOP

Cameron, E. (Friday 5 February 2016) Topshop’s customer profile Retrieved From: http://elliedigitalpublishing.blogspot.com/2016/02/topshop-customer-profile.html Last Accessed: 29th January 2019 GOV.UK (NA) National Minimum Wage and National Living Wage rates Retrieved From: https://www.gov.uk/national-minimum-wage-rates - Last Accessed on 28th January H&M. Selection of pinafores Retrieved from: https://www2.hm.com/en_gb/search-results.html?q=pinafore Last Accessed: 26th January 2019 Mckinsey&Company, Amed, I. Berg, A. Brantberg, L. and Hedrich, S. (December 2016) The state of fashion 2017 Retrieved from: https://www.mckinsey.com/industries/retail/our-insights/the-state-of-fashion Last Accessed: 30th January 2019 Mintel (November 2012) Fashion for the over 55s - November 2012 Retieved From: http://academic.mintel.com/display/645802/?highlight#hit1 Last Accessed: 18th February 2019 Mintel (2017) Clothing Retailing - UK - October 2018 - Arcadia Group Retrieved from: ://academic.mintel.com/display/926110/?highlight#hit1 Last Accessed: 31st January 2019 Mintel (2018) What Fashion Items Women Buy and How Much They Spend - Womenswear - UK - May 2018 Retrieved from: http://academic.mintel. com/display/896740/?highlight#hit1 Last Accessed: 11th February 2019 Mintel (2018) Social Media Platforms - Technology Habits of Generation Z - UK - September 2018 Retrieved From: http://academic.mintel.com/display/913752/?highlight#hit1 Last Accessed: 13th February Mintel (2018) Womenswear - UK - May 2018 Retrieved From: http://academic.mintel.com/display/896718/?highlight#hit1 Last Accessed: 18th February 2019 Mintel (2018) Childrenswear - UK - November 2018 Retrieved From: http://academic.mintel.com/display/929994/ Last Accessed: 18th February 2019\

Mintel (29th March 2018 ) ASOS uses different sized models Retrieved from: http://academic.mintel.com/display/889573/?highlight#hit1 Last Accessed: 21st February 2019 Mintel (2019) Attitudes towards Bags - Handbags UK January 2019 Retrieved From: http://academic.mintel.com/display/939480/?highlight#hit1 Last Accessed: 11th February 2019

BIBLIOGRAPHY

PAGE 38 New Look. (2017/18 Annual Report) New look Annual Report for 2017/18. Retrieved from: https://www.newlookgroup.com/system/files/uploads/financialdocs/fy18-annual-report-12-06-2018.pdf Last Accessed: 26th January 2019

TOPSHOP

New Look. Selection of pinafores Retrieved from: https://www.newlook.com/uk/search/?text=pinafore Last Accessed: 26th January 2019 Oppenheim, M. (May 18 2016,). Beyonces Ivy Park Sportswear Line Denies Claims Its Clothing Were Produced by Sweatshop Workers. Retrieved from: https://www.independent.co.uk/news/people/beyonces-ivy-park-sportswear-line-denies-claims-its-clothes-were-produced-by-sweatshop-workers-a7035926.html Last Accessed: 24th January 2019 Prideaux, S (November 16th 2018) Topshop will no longer stock Beyonce’s Ivy Park range as singer cuts ties with Sir Philip Green Retrieved From: https://www.thenational.ae/lifestyle/fashion/topshop-will-no-longer-stock-beyonce-s-ivy-park-range-as-singer-cuts-ties-with-sir-philip-green-1.792497 Last Accessed: 14th February 2019 Proctor, C (13th October, 2018) Ratings success for ITV’s This Morning as millions tune in to watch Eugenie & Jack’s wedding Retrieved From: http:// royalcentral.co.uk/royaltyinthemedia/ratings-success-for-itvs-this-morning-as-millions-tune-in-to-watch-eugenie-jacks-wedding-110155 Last Accessed: 21st February 2019 Sabharwal, V. (September 18 2015) River Island’s profits jump 70 percent following kids wear launch. Retrieved from: https://www.retailgazette.co.uk/ blog/2015/09/river-islands-profits-jump-70-percent-following-kidswear-launch/ Last Accessed: 25th January 2019 Sirin, K. (Monday 28th January 2019) They can sell anything, How the Kardashians changed fashion Retrieved from: https://www.theguardian.com/ fashion/2019/jan/28/they-can-sell-anything-how-the-kardashians-changed-fashion Last Accessed: 29th January 2019 Sowray, B. (9 November 2015) Balmain, H&M’s most successful designer collaboration ever. Retrieved from: https://www.telegraph.co.uk/fashion/ brands/balmain-hm-most-successful-designer-collaboration-ever/ Last Accessed: 25th January 2019 Sutherland, E. (29 January 2018) The kidswear market grows up Retrieved From: https://www.drapersonline.com/business-operations/the-kidswearmarket-grows-up/7028637.article Last Accessed: 20th February 2019 Topshop. Selection of pinafores Retrieved from: http://www.topshop.com/webapp/wcs/stores/servlet/CatalogNavigationSearchResultCmd?langId=-1&storeId=12556&catalogId=33057&Dy=1&Nty=1&beginIndex=1&pageNum=1&Ntt=pinafore&dimSelected=%2FN-dgl%3FNo%3D0%26Nrpp%3D20%26Ntt%3Dpinafore%26seo%3Dfalse%26siteId%3D%252F12556%26langId%3D-1%26storeId%3D12556%26catalogId%3D33057%26D y%3D1%26Nty%3D1%26beginIndex%3D1%26pageNum%3D1 Last Accessed: 26th January 2019 Topshop Blog (30th August 2018) Topshop’s Best Design Collaborations Ever Retrieved From: https://www.topshop.com/blog/2018/08/topshops-best-design-collaborations-ever Last Accessed: 14th February 2019

YHPARGOILBIB

PAGE 39 Akbareian, E. (Tuesday 28 July 2015) GIGI HADID LANDS TOPSHOP CAMPAIGN Retrieved From: https://www.independent.co.uk/lifestyle/fashion/news/gigi-hadid-lands-topshop-campaign-10421505.html Last Accessed: 13th February 2019

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Butchy (December 26, 2018) Street style New York Fashion Week, febrero 2017 © Diego Anciano – The Moptop Retrieved From: https:// stylescool.com/street-style-new-york-fashion-week-febrero-2017-diego-anciano-the-moptop/ Last Accessed: 10th February 2019 El_Teto_Medina (August 10 2014) Cara Delevingne - Photoshoot HQ (Topshop 2014) https://www.taringa.net/+imagenes/cara-delevingne-photoshoot-hq-topshop-2014_g1cd5 Last Accessed: 15th February 2019 Fashion Gone Rouge (January 11, 2015) CARA DELEVINGNE WEARS 70S STYLE FOR TOPSHOP SPRING ’15 CAMPAIGN https:// www.pinterest.co.uk/melving8/cara-delevingne/?lp=trueshops-best-design-collaborations-ever Last Accessed: 14th February 2019 Fabulous After 40 (NA) BE YOURSELF -THE SECRET TO STYLE BY HEATHER Retrieved From: https://www.fabulousafter40.com/secret-style-fluent/ Last Accessed: 23rd February 2019 fennecandfriends (July 28, 2015) GIGI HADID IS THE NEW FACE OF TOPSHOP Retrieved From: http://fennecandfriends.com/gigi-hadid-is-the-new-face-of-topshop/ Last Accessed: 21st February 2019

Fromluxewithlove (October 1, 2018 ) 50+ OFFICE OUTFIT IDEAS TO WEAR TO WORK Retrieved Fom: https://fromluxewithlove. com/50-office-workwear-outfit-ideas/ Last Accessed: 22nd February 2019 HarpersBazaar (October 25, 2016) The best autumn/winter 2016 fashion campaigns Retrieved From: https://www.harpersbazaar.com/uk/ fashion/fashion-news/news/g36877/the-best-autumn-winter-campaigns-2016/?slide=1 Last Accessed: 18th February 2019 KELLY, L (November 27, 2015) See and Shop Topshop Fall 2015 Ad Campaign Retrieved From: https://www.thedapifer.com/ blog/2015/11/27/see-and-shop-topshop-fall-2015-ad-campaign/ Last Accessed: 16th February 2019 Kun, S. (July 29, 2018) 34 Cute Bohemian Dresses To Try For Your Little Girl Retrieved From: http://glitterous.net/2018/07/34-cute-bohemian-dresses-to-try-for-your-little-girl/ Last Accessed: 22nd February 2019 Mal, N. (24 August 2017) Topshop Unique autumn/winter collection 2017 Retrieved From: https://www.getreading.co.uk/whats-on/shopping/gallery/topshop-unique-autumnwinter-collection-2017-13525545 Last Accessed: 4th February 2019

IMAGE REFERENCES

PAGE 40 Models.com (Spring/Summer 2014) Topshop S/S 14 https://models.com/work/topshop-topshop-ss-14-1/220134 Last Acessed: 14th February 2019

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Pike, N. ( January 31, 2018) For The First Time, Topshop And Topman Have Released A Joint Campaign Retrieved From: https://www. vogue.co.uk/gallery/topshop-topman-denim-collection Last Accessed: 20th February 2019 Price, S. (NA) The New Collection of Topshop Jeans Are Now Available In Half Sizes Retrieved From: https://www.richardmagazine.com/ topshop-jeans/ Last Accessed: 17th February 2019 Stylelovely.com (5th October, 2017) My Daily Style - THURSDAY’S INSPIRATION Retrieved From: https://stylelovely.com/mydailystyle/2017/10/thursdays-inspiration Last Accessed: 17th February 2019 Tasya, S (15th September, NA) Ad Campaign: River Island Fall/Winter 2015.16: Hollie-May Saker & Simon Nessman by Emma Summerton Retrieved From: http://rme18-alltel-ringtones.blogspot.com/2015/08/ad-campaign-river-island-fallwinter.html Last Accessed: 10th February 2019 The Fashion Plate (Febuary 5, 2018) Topshop & Topman Release A Joint Denim Campaign.Retrieved From: https://thefashionplatemag. com/2018/02/05/topshop-topman-release-a-joint-denim-campaign/ Last Accessed: 17th February 2019 Topshop Blog (30th August 2018) Topshop’s Best Design Collaborations Ever Retrieved From: https://www.topshop.com/blog/2018/08/ topshops-best-design-collaborations-ever Last Accessed: 23rd February 2019 VINGAN KLEIN, A. (July 25, 2016) TAYLOR HILL LANDS TOPSHOP CAMPAIGN, CONTINUES INDUSTRY DOMINATION Retrieved From: https://fashionista.com/2016/07/taylor-hill-topshop-campaign Last Accessed: 23rd February 2019 Vogue (2016) Pre-Fall 2016 Topshop Unique Retrieved From: https://www.vogue.com/fashion-shows/pre-fall-2016/topshop-unique/slideshow/collection#10 Last Accessed: 9th February 2019 Yousense.info (2018) Zara Fall Winter 2018 Ad Campaign Fashion Gone Rogue Retrieved From: http://yousense.info/7a617261/zarafall-winter-2018-ad-campaign-fashion-gone-rogue.html Last Accessed: 23rd February 2019 Zhiboxs (July 25, 2016) Taylor Hill become New Topshop AW16 Campaign Girl Retrieved From: http://www.zhiboxs.com/taylor-hill-become-new-topshop-aw16-campaign-girl.html Last Acessed: 12th February 2019

SECNEREFER EGAMI

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APPENDIX 1 TOPSHOP

APPENDIX 2

APPENDICES

APPENDIX 3

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TOPSHOP APPENDIX 4

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APPENDIX 5 APPENDIX 6

APPENDICES

TOPSHOP

APPENDIX 7

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Here are the questions that we asked some of the employees: 7.1 What items are the most popular and sold the most?

Topshop answered: “Jeans, especially the Jamie and Joni jeans” RiverIsland answered: “plain black leggings” New Look answered: “pinafores” H&M answered: “leggings”

TOPSHOP

7.2 How often do you change the window displays?

Topshop answered: “weekly” RiverIsland answered: “every season, changed today on 16th January and was last changed before Christmas” New Look answered: “every two weeks for new stock” H&M answered: “sometimes we leave it for a month, we tend to change it when we get new collections”

APPENDIX 8

7.3 Does this store offer anything unique or a sustainable range than other stores?

Topshop answered: “all Topshop’s have different concessions, here we have ‘Loving youth label’ which is unique pieces from reclaimed fabrics” RiverIsland answered: “No, nothing special just the same as other RiverIsland stores” New Look answered: “No, as this is one of the smaller stores” H&M answered: “No” 7.4 Are people more likely to buy one luxury item or several smaller items?

Topshop answered: “I feel that shopping has just changed and the way people shop has changed too, I would say it depends on what time of year it is but overall it’s a bit of a mixture” RiverIsland answered: “Customers tend to get several smaller purchases. It’s the more basic items that are sold more regularly” New Look answered: “Most of our items are reasonably priced so I would say people usually get several cheaper purchases” H&M answered: “Again, people just come in to buy the basics and usually just get one item on a quick visit” 7.5 What age demographics use this store the most?

Topshop answered: “Well out target market is 16-30-year-olds, but now it is more generic and the age range has got broader. and again it depends on the time of year, being in this location we get a lot of students” RiverIsland answered: “Here it is very mixed, however, we feel that we get more mums to come in because it’s so accessible” New Look answered: “Anyone really, mostly younger and middle-aged women” H&M answered: “It’s a mixture as we have young downstairs and middle-aged here and a kids range upstairs, I see mostly students being in this location”

SECIDNEPPA

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APPENDIX 9 TOPSHOP

APPENDIX 10

APPENDICES

APPENDIX 11

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APPENDIX 12

TOPSHOP 12.2

12.1

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APPENDIX 13 13.2

TOPSHOP

13.3

13.4

13.5 13.6

APPENDICES

13.7

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13.8

TOPSHOP

13.9

13.10

APPENDIX 14

SECIDNEPPA

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APPENDIX 15

APPENDICES

15.1 - CURRENT BRAND MARKET POSITION MOODBOARD

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15.2 - CURRENT BRAND MARKET POSITION COMPETITIORS MOODBOARD

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APPENDICES

15.3 - CURRENT SOCIAL MEDIA + INFLUENCER MARKETING MOODBOARD

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SECIDNEPPA

15.4 - CURRENT SOCIAL MEDIA + INFLUENCER MARKETING COMPETITORS MOODBOARD

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APPENDICES

15.5 - CURRENT CONSUMER DEMOGRAPHIC MOODBOARD

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15.6 - PROPOSED CONSUMER DEMOGRAPHIC MOODBOARD

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APPENDICES

15.7 - PROPOSED SOCIAL MEDIA MOODBOARD

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15.8 - PROPOSED BRAND MARKET POSITION MOODBOARD

SECIDNEPPA

TOPSHOP BRAND MARKETING REPORT - MODULE TWO LUCY TODD