Fashion management and marketing formative feedback presentation

BRAND MARKETING REPORT -TOPSHOP-

WHY TOPSHOP I CHOSE TO CREATE A REPORT ON TOPSHOP BECAUSE IT IS A BRAND I HAVE REGULARLY SHOPPED WITH FOR YEARS, WHICH I THOUGHT WOULD WORK AS AN ADVANTAGE FOR ME THROUGHOUT THE PROJECT AS I HAVE MY OWN INSIDE PERSPECTIVE FROM THE POINT OF VEIW OF A CUSTOMER. I THINK IT IS AN INTERESTING BRAND TO CHOOSE AS IT HAS BEEN AROUND FOR MANY YEARS AND IS A WELL KNOWN NAME, AND IN MY OPINION THE BRANDING AND AESTHETIC OF THE BRAND HAS BARELY CHANGED OVER THE PAST 10 YEARS. THIS MEANS IT IS A RELIABLE HOUSEHOLD NAME BRAND HOWEVER THERE IS NOTHING THAT MUCH EXCITING ABOUT IT ANYMORE. YES, IT FOLLOWS TRENDS AND KEEPS UP WITH THE MARKET BUT WITH HUNDREDS OF NEW SMALL BUSINESSES COMING INTO THE FAST FASHION MARKET I FEEL IT NEEDS TO DO SOMETHING NEW TO STAND OUT OR IT IS JUST GOING TO CONTINUE WITH THE SAME BRAND STRATEGY AS WHEN IT STARTED WHICH COULD MEAN IN A FEW YEARS IT WILL BE WHOLEY OVERSHADOWED BY EXCITING NEW BRANDS WITH A LOT MORE TO OFFER BOTH ETHICALLY AND IN TERMS OF AESTHETIC.

CURRENT MARKET POSITION Currently in the market Topshop still holds its big house hold name however, it does not hold the popularity it once did. When Topshop was founded it turned from a department in a bigger brand to its own successful independent store with over 55 stores across the uk in just 11 years. Now we’re in the digital age and we see the market expanding every single day, we see topshop fading into the background behind new exciting online stores and even other high street competitors. Out of 1008 women asked in 2018 where they shop in store the most 38% said Primark, 25% said New Look and only 8% said Topshop (Mintel).

RESULTS FROM RESEARCH THE RESEARCH I CONDUCTED FOR THIS PROJECT CAME IN THE FORM OF TWO ONLINE SURVEYS, AN INSTAGRAM POLL, A FEW STORE VISITS AND GENERAL MARKET AND BUSINESS HISTORY RESEARCH. THIS IS WHAT I FOUND: -

I FOUND THAT PEOPLE THINK THE ADVERTISING AND MARKETING AESTHETIC TOPSHOP USES IN STORES AND ON SOCIAL MEDIA IS BASIC AND BORING ESPECIALLY COMPARED TO SOME OF ITS ONLINE COMPETITORS 72% SAID THEY PREFERRED PLT’S AESTHETIC OVER TOPSHOP’S IN AN INSTAGRAM POLL. PLT IS FULLY EMERSED IN THE ONLINE BUSINESS SO ARE MORE AWARE OF WHAT SELLS ONLINE.

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ANOTHER RESULT FROM THIS IS THAT I THINK TOPSHOP SHOULD PUT MORE EFFORT INTO THOW THEY INTERACT WITH FOLLOWERS, AS RIGHT NOW THEY POST BASIC MODEL SHOOTS AND THE IMAGES OF CUSTOMERS/ INFLUENCERS THEY USE ALL CONSIST OF THE SAME TYPE OF WOMAN AS THEIR MODELS, IF THEY INTRODUCE DIVERSITY AND USE A WIDER RANGE OF INFLUENCER IMAGES AND IMAGES OF NORMAL CUSTOMERS THEY COULD GROW THEIR SOCIAL MEDIA REACH TO A MORE BODY POSITIVE AUDIENCE, 90% SAID THEY PREFER TO SEE MORE DIVERSITY

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I FOUND THAT PEOPLE THOUGHT IT WAS A GOOD IDEA TO BRING BACK A RANGE LIKE THEIR ‘RECLAIM TO WEAR’ RANGE FROM A FEW YEARS BACK. PEOPLE WANT TO BE ENCOURAGED TO BUY SUSTAINABLE ITEMS AND WOULD PREFER A BRAND THAT MADE A CONSCIOUS EFFORT TO BE ETHICALLY RELIABLE., ESPECIALLY AFTER LEARNING THE IMPACT FAST FASHION HAS ON THE LABOURERS AND ON THE ENVIRONMENT. 88% (ONLINE SURVEY) SAID KNOWING THIS THEY WOULD THINK MORE CONSIDERABLY ON WHERE TO SHOP, THINKING ABOUT SUSTAINABILITY, TOPSHOP COULD BENEFIT FROM TRYING OUT THE SUSTAINABLE MARKET.

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I FOUND THAT THE ONLINE MARKET IS MORE POPULAR THAN EVER, AND TOPSHOP IS LOOSING SALES FROM IT’S ONLINE COMPETITORS, ALTHOUGH TOPSHOP HAS ITS OWN ONLINE STORE PEOPLE WOULD RATHER SHOP AT NEWER BRANDS. 16% SAID THEY SHOP AT PLACES LIKE BOOHOO AND ASOS, WHERE AS 3% SADI THEY USE TOPSHOP’S ONLINE STORE (1008 WOMEN ASKED ON MINTEL), I THINK IF TOPSHOP UTILISED THE PRESENCE THAT COMES WITH THEIR NAME MORE EFFECTIVELY ONLINE, IN SOCAIL MEDIA, ONLINE ADVERTISING AND THEIR ONLINE SHOP THEY COUL D GAIN POPULARITY AND GAIN BACK THE CONSUMERS THEY'RE LOOSING TO THESE NEW BRANDS WHO HAVE MORE EXPERTISE IN ONLINE SALES. I FEEL AS THOUGH TOPSHOP HAS NEVER FULLY EMERSED INTO ITS ONLINE PRESENCE, IT GREW AS BRICK AND MORTAR AND I THINK THATS WHAT ITS REALLY STICKING TO EVEN THOUGH SOCIETY IS MOVING ON.

PROPSED RECOMENDATIONS FOR THE BRAND THESE ARE THE CHANGES I SUGGEST TOPSHOP CHANGES ACCORDING TO MY RESEARCH THAT I THINK WOULD HELP THE BRAND KEEP UP TO DATE AND RELEVANT IN CONSUMERS MINDS: • SOCIAL MEDIA- MANY BRANDS THESE DAYS HAVE A VERY DISTINCT SOCIAL MEDIA PRESENCE COMING FROM THE AESTHETIC THEY USE THROUGHOUT OR THE WAY THEY INTERACT WITH FOLLOWERS, I THINK TOPSHOP NEEDS TO GET MORE INTO THIS SIDE OF THE MARKET AS IT COULD CHANGE THE WAY THE BRAND IS PERCEIVED, CURRENTLY THEIR SOCIAL MEDIA COMES ACROSS AS BASIC AND A BIT BORING, I THINK THIS IS PARTLY DUE TO THE FACT THAT TOPSHOP STARTED BEFORE SCOIAL MEDIA WAS REALLY A THING MEANING THEY DIDN’T USE IT TO GROW THIER BRAND SO MAY PERCEIVE IT TO BE SOMETHING ALONGSIDE THE BRAND ITSELF WHEREAS A LOT OF SUCCESSFUL BRANDS NOWADAYS OWE THIER SUCCES TO SOCIAL MEDIA. ITS WHERE EVERYONE IS, IF YOU WANT TO BE SEEN YOU HAVE TO GET ON SOCIAL MEDIA AND BE MEMORABLE IN WHAT YOU POST.

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RECLAIM TO WEAR- BRINGING THIS BACK WOULD MAKE TOPSHOP REACH A BROADER AUDIENCE WITH CONSUMERS WHO ONLY SHOP ETHICALLY NOW BEING ABLE TO CONSIDER TOPSHOP AS ONE OF THEIR GO TO SHOPS. ASWELL AS A WIDER AUDIENCE THIS IS ALSO A GREAT SOLUTION TO WASTE PROBLEMS, ALL THE STOCK THAT GOES UNSOLD TURNS INTO WASTE, BRINGING BACK THIS RANGE WOULD REDUCE WASTE ASWELL AS MANUFACTURING COSTS AND EMISSIONS, MAKING TOPSHOP A MORE ETHICALLY SUSTAINABLE BRAND. THIS COULD ALSO MEAN THAT TOPSHOP HAS A CHEAPER RANGE BECAUSE CUTTING OUT HAVING TO MANUFACTURE NEW MATERIALS SAVES ON LABOUR COSTS AND FACTORY COSTS MEANING THE GARMENTS ARE CHEAPER TO MAKE, MEANING THEY CAN BE PRICED LOWER WHILE STILL BRINGING IN A DECENT PROFIT. THIS IDEA BENEFITS THE CONSUMERS, THE ENVIRONMENT AND LABOURERS.

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WEBSITE VIDEOS- I THINK A GOOD ADDITION WOULD BE TO INCLUDE VIDEOS OF CLOTHES ALONGSIDE PHOTOS ON THEIR WEBSITE, THIS WILL BENEFIT THE BRAND AND CONSUMERS AS SOME PEOPLE LIKE TO SEE HOW THE CLOTHES MOVE WITH THE BODY AND GET A BETTER VEIW OF THE FIT, NOT HAVING THIS OPTION COULD DISCOURAGE PEOPLE AS ONLINE SHOPPING IS THE MOST POPULAR IT HAS EVERY BEEN, IF SOMEONE CAN’T FULLY SEE HOW A GARMENT WILL LOOK IT COULD MAKE THEM LOOK ELSEWHERE FOR MORE REASSURANCE, THIS COULD SEE TOPSHOP LOOSING SALES TO BRANDS LIKE PLT AND MISSGUIDED WHO OFFER THIS TO PEOPLE USING THIER SITES.

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COLLABORATIONS- TOPSHOP DOES COLLABORATIONS WITH CELEBRITIES, THEY COUD BENEFIT MORE FROM COLLABORATIONS WITH OTHER BRANDS SUCH AS GUCCI, CHANEL, VERSACE. H&M HAVE COLLABED WITH MOSCHINO AND OTHER BRANDS HAVE DONE SIMILAR USUALLY BEING SELL OUT RANGES. I THINK DOING THIS WILL MAKE TOPSHOP REACH A MORE HIGH END CONSUMER DEMOGRAPHIC, PEOPLE THAT REGULARLY SHOP WITH THESE HIGH END BRANDS MIGHT NOT SHOP AT TOPSHOP BUT PUTTING THE TWO NAMES TOGETHER MIGHT MAKE THEM NOTICE THE BRAND MORE AND BRING IN A WHOLE NEW AUDIENCE. THIS WILL ALSO GIVE THOSE WHO WOULD’T USUALLY BE ABLE TO AFFORD THESE LUXURY BRANDS THE OPPORTUNITY TO OWN SOMETHING WITH A HIGH END LABEL BUT FOR MORE OR LESS HIGH STREET PRICING. I FEEL LIKE SOMETHING LIKE THIS WOULD BE A SELL OUT RANGE.

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ALL INCLUSIVE- THIS IS AN IMPORTANT CHANGE, CURRENTLY THE MODELS AND INFLUENCERS LINKED TO TOPSHOP ALL FIT THE SAME MOULD, ITS LIKE THEY WANT EVERYONE WHO SHOPS THERE TO BE SUPERMODEL SKINNY WITH LIGTH SKIN. FROM RESEARCH I GATHERED IT SHOWS THAT CONSUMERS WANT TO SEE A MORE DIVERSE RANGE OF MODELS, BE THAT BODY TYPE OR SKIN COLOUR. I THINK THE REPUTATION OF THE BRAND COULD BENEFIT FROM USING SOME PLUS SIZE MODELS OR MODELS MORE LIKE NORMAL BODY SHAPES AND ALSO USING MODELS FROM DIFFERENT RACES SUCH AS AFRICAN AMERICANS AND ASIANS RATHER THAN WHITE OR MIXED RACE MODELS. THEY COULD ALSO CREATE A RANGE MUCH LIKE THE SAVAGE X FENTY NUDE UNDERWEAR RANGE IN WHICH THEY CREATED A NUDE FOR EVERY SKIN TYPE, TOPSHOP COULD REACH ALL AUDIENCES BY CREATING A LINE THAT SUITES ALL BODY TYPES AND SHOW THAT IT SUITS EVERYONE BY INCLUDING MORE DIVERYSITY IN THEIR MARKETING.

POINTS OF INTEREST

A FEW THINGS I FOUND INTERESTING WHILE RESEARCHING: - PHILLIP GREEN WAS ACCUSED FOR SEXUAL HARASSMENT AND RACIAL DISCRIMINATION, IN THE ME TOO CAMPAIGN, ALONGSIDE THIS HE ONCE REFUSED TO STOCK A POP UP FOR A BOOK ABOUT FEMINISM AND FEMALE RIGHTS, WHILE TOPSHOP STOCKS T-SHIRTS WITH THE SLOGAN ‘FEMINIST’. THIS SHOWS HE CARES ONLY ABOUT WHAT WILL SELL AND HAS NO RESPECT FOR THE ACTUAL FEMALES WHO SHOP THERE, OR FEMALES IN GENERAL. - BEYONCE’S IVY PARK RANGE IS STILL STOCKED IN MANY STORES, EVEN AFTER THE CONTROVERSY SURROUNDING LABOUR PROBLEMS DURING 2016 AND 2017.

HOWEVER LAST YEAR AFTER THE ME TOO ALLEGATIONS CAME OUT BEYONCE BOUGHT OUT THE BRAND FOR FULL OWNERSHIP, SO THE FACT THAT ITS STILL IN STORES NOW COULD JUST BE AS A CONSESSION, SIMILAR TO OTHER BRANDS THEY STOCK AS CONSESSIONS LIKE HOUSE OF CB AND SKINNY DIP - ON ENVIRONMENTAL IMPACT, I FOUND THAT FAST FASHION ACCELARATES THE THE GLOBAL PROBLEM OF TEXTILE WASTE, TEXTILE DYEING IS THE SECOND LARGEST POLLUTER OF WATER GOBALLY AFTER AGRICULTURE. ALSO IT TAKES 3000 LITERS OF WATER TO CREATE JUST ON ET SHIRT. IF EVERY BRAND MADE AN EFFORT TO BE MORE SUSTAINABLE THESE FACTS COULD CHANGE.