TOPSHOP Brand report. · was for Topshop to focus on a younger target audience (14-25 year olds)...
Transcript of TOPSHOP Brand report. · was for Topshop to focus on a younger target audience (14-25 year olds)...
![Page 1: TOPSHOP Brand report. · was for Topshop to focus on a younger target audience (14-25 year olds) and for the Peter Robinson collection to target the over 25’s. Topshop is now known](https://reader035.fdocuments.net/reader035/viewer/2022070314/5ee0e0e5ad6a402d666bf551/html5/thumbnails/1.jpg)
TopshopispartoftheArcadiaGroup,aBritishmultifashionhouseownedbySirPhillipGreen.Topshopwasfoundedin1964asayouthfashionbrand.Firstretailinginsideadepartmentstore
calledPeterRobinsoninSheffield.It’ssuccesswithinthedepartmentstoreleadtoTopshopopeningitsfirstindependentstorein1970.Thatsameyearthebrandlauncheditsfirstmenswearrange
(Topman).In1973Topshopannouncedadivisionwithinitswomenswearcollection;splittingitintotwo
collections.Onetobeknownas‘Topshop’andtheother‘PeterRobinson’TheaimofthisdivisionwasforTopshoptofocusonayoungertargetaudience(14-25yearolds)andforthePeterRobinson
collectiontotargettheover25’s.
Topshopisnowknownasaverysuccessfulyoung,trendyandmustgotostore.Topshopstoresarecontinuouslygrowinginprofitandsales,mosthighstreetsacrosstheUKnowhaveaTopshopstore
ordepartment.Topshopcurrentlyhaveover300storesintheUK,itsflagshipstorelocatedonOxfordSt,London.
(Arcadia,2017)
DEMOGRAPHICS
Majoringinup-to-theminuteaffordablefashion;Topshop’sirreverentandbraveapproachhasendearedthebrandtofashionconsciousshoppersandindustryinsidersalike.Appealingto
professionals,studentsandhighprofileA-Liststarsalike.Topshopuniteswomenthroughtheirdesireforthelatestforwardthinkingtrends.Shopperscanenjoyboththestoresexclusivecultstatus
andaccessibility.
“Officiallyourtargetmarketis16-30-year-oldwomen,butinternallywetargeteveryonewholovesfashion,regardlessofageorincome.Ithinkthebiggestchange(inthehighstreetsincethe1970s)isonetheconsumershavedriven,inthattheyaremuchmorefashion-savvythesedays,anddemand
muchmorethantheydid.Theimpactofthemediahasmeantthateveryoneknowswhatthecelebritiesarewearing,wheretheygotit,whatthedesignersareshowingonthecatwalkandson
on,sotheywantabitofittoo.”–JaneShepherdson,previousbrandmanagerforTopshop.
Topshophasavarieddemographicduetoitsappealtoawiderangeofindividualsinavariedprofessionsorpointsoflife.Withthisismindtheyofferavarietyofproductsandservicesinordertoaccommodateforthediverseaudiencetheydrawin.Toreachovertheirdifferencemarketsthey
havethreekeylines:‘mainline’,‘boutique’and‘unique’.Theseallhavevariedpricepoints,demonstratingtheirvariedaudiences.
![Page 2: TOPSHOP Brand report. · was for Topshop to focus on a younger target audience (14-25 year olds) and for the Peter Robinson collection to target the over 25’s. Topshop is now known](https://reader035.fdocuments.net/reader035/viewer/2022070314/5ee0e0e5ad6a402d666bf551/html5/thumbnails/2.jpg)
![Page 3: TOPSHOP Brand report. · was for Topshop to focus on a younger target audience (14-25 year olds) and for the Peter Robinson collection to target the over 25’s. Topshop is now known](https://reader035.fdocuments.net/reader035/viewer/2022070314/5ee0e0e5ad6a402d666bf551/html5/thumbnails/3.jpg)
CUSTOMERPROFILE
Name:SophieEvansGender:Female
Age:20Occupation:FullTimeStudent
Personality:Outgoing,BubblyandConfident.Hobbies:Sophielikestokeepfitanactivewithpalliatesandyoga,attendingweeklysessionswithfriends.Whensheisn’tstudying,sheenjoysdaytripsintothecity:visitingmuseumsandexhibitions.Sophietakesprideinherappearance,andlikestokeepuptodateon
currenttrends.Sheishoweverconsciousandawareofwhatimpactherloveforfastfashionmaymeanforfuturegenerations.
Shopping:Sophielikestoshopwithavarietyoffastfashionbrands.Theseinclude,Mango,Zara,ASOSandTopshop.
![Page 4: TOPSHOP Brand report. · was for Topshop to focus on a younger target audience (14-25 year olds) and for the Peter Robinson collection to target the over 25’s. Topshop is now known](https://reader035.fdocuments.net/reader035/viewer/2022070314/5ee0e0e5ad6a402d666bf551/html5/thumbnails/4.jpg)
FLAGSTORE-OXFORDCIRCUS
Withthreefloorsand90,000squarefoot(equivalentof1,800Londonbusses)TopshopOxfordCircusismorethanjustanaveragestore.
Asthefoundingflagship,theuniqueshoppingexperiencesetsthebarforeverythingthebrandstandsfor.Continuallyevolving,it’stheultimatesourceforstylinginspirationandthelatesttrends,with1000sofpiecesavailable(includingover50partnerbrands).Withthreefloorsofaffordablefashion,newdesignersandcatwalklooksandaccessories;OxfordCircus
isabeaconofstyle.
![Page 5: TOPSHOP Brand report. · was for Topshop to focus on a younger target audience (14-25 year olds) and for the Peter Robinson collection to target the over 25’s. Topshop is now known](https://reader035.fdocuments.net/reader035/viewer/2022070314/5ee0e0e5ad6a402d666bf551/html5/thumbnails/5.jpg)
EXSISTINGGARMENTS
![Page 6: TOPSHOP Brand report. · was for Topshop to focus on a younger target audience (14-25 year olds) and for the Peter Robinson collection to target the over 25’s. Topshop is now known](https://reader035.fdocuments.net/reader035/viewer/2022070314/5ee0e0e5ad6a402d666bf551/html5/thumbnails/6.jpg)
![Page 7: TOPSHOP Brand report. · was for Topshop to focus on a younger target audience (14-25 year olds) and for the Peter Robinson collection to target the over 25’s. Topshop is now known](https://reader035.fdocuments.net/reader035/viewer/2022070314/5ee0e0e5ad6a402d666bf551/html5/thumbnails/7.jpg)