Fashion Marketing/Shop Report Topshop/Alexander McQueen Francesca Kappo
Content
3
Intro
4
About
5
Info
6
Glam Underground
7
Analysis
8
Bavaria Trend
9
Analysis
10 - 11
Shop Report
12 - 13
Illustrations
14 - 15
Store Location
16 - 17
Ad Campaigns
Intro
In this project I will be investigating how fashion collections are marketed at different industry levels. In this visual book file I will record the shop atmosphere, products and how they are displayed and also price and promotion. This first brand, Topshop, has become an iconic fashion brand amongst young british women and internationally a like. The brand has grew from strength to strength over the past years and is predicted to continue to do so. Topshop have a unique way of capturing a mass audience which has had the domino effect on their competitors such as H&M. It is a fast pace brand which is forever expanding, from collaborations with other designers, their own inhouse fashion label, sponsorships and schemes and quiet recently their own make-up and beauty merchandise. With most consumers purchasing goods from the internet, Topshop has also strived in that field too by including Blogs, competitions, newsletters and a daily subscribed email which lets shoppers know when knew stock is in and up and coming sales. The website contributes to a vast percentage of sales and is updated five times a week with over 300 different items of products. Although Topshop is a high street brand, it has earned much success and is a respected label to be associated with.
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About
Established in 1964, Topshop is now one of the biggest and most succesfull brands. Supplying clothes which fulfill the imaginations of young fashion-conscious consumers. Topshop now has been around 300 stores across the united Kingdom and over 100 international stores world wide, including a fashion store in New York which opened in 2009 and is yet to branch out further. Although Topshop is now the of the high streets leading competitors, it was totally opposite in the beggining. Topshop began in the basement of a department store in 1964, howevr, in little less ten years Topshop was an independent retailer. Since then the Oxford street flagship store opened in 1994 and is said to attract more then 200,000 shopers a week. It is Topshop’s unique diversity that has earned it’s worldwide success and a dedicated consumer audience, and in the recent years it has also sponsered British young talent in the officially known New Gen scheme since 2002. Which has to succesful fashion houses such as Christopher Kane and Jonathan Saunders to name a few. Alongside sponsors for schemes, Topshop has gained publicity and an international reputation by collaborating with iconic figures such as Kate Moss, producing seasonal collections which have been a huge success over the past several years. Further success includes the Topshop in-house design collection called Unique which was launched in 2005 and instantly was accepted to be a part of The London Fashion Weeks schedule. Since 2000, Topshop have used their website, Topshop.com to further their recognition with shoppers which it now ships to over 30 international countries allowing the flexibilty for consumers to convienantly shop. Finally, Topshop have gained a strong mass audience of dedicated shoppers, generally for the young ‘very british’ styled woman which charm has been favourable around the world. 4
Information
This illustration is of a traced drawing I took into photoshop and created a collage of faux fur, a material which is widely used across the garments at Topshop. As one of the High street leading style authority, Topshop has become a one-stop shop for a trendy seasonal wardrobe. It houses around 300 stores across the UK and many more worldwide, the brand delivers everything from basics to cutting edge trends inspired from the catwalk, it is a fashion brand for all catering for tall, petite and also maternity collections on top of premium and limited edition design pieces. Topshop is all about standing out from other retailers. Everything is bold and full of attitude and its their forward thinking that has got Topshop to where it is today. Over the last ten years Topshop have achieved and done many things such as become sponsors for graduate fashion week, become ambassadors of a foundation New Generation which provides financial help and advice to young designers. It is a brand which does like to give back to the public.
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Glam Underground
This page is about a current collection Lookbook called Glam Underground, it is based around 1970’s rock and roll but with a glamorous edge to it. It is a mixture of flamboyant bulky silhouettes paired with sleek clean lines. Majority of fabric used is faux fur used for trimmings and coats, leather and silk covered in beading. The colour palette is quiet dark and a small selection of vibrant garments to compliment the look. As for textures it is a mixture of rough ragged edges to soft glossy faux fur. Over all the vibe of this collection is very eclectic and luxe but also quiet extravagant in a way. In terms of prices for this particular collection, the sheepskin biker jacket in the picture to the right cost £325, which I think is quiet expensive considering this is a high street label, however when looking at the review for this garment it was compared to trends off the catwalk but without the ready to wear price, which in that sense seems to be a better buy.
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Colour
Analysis
These illustration are of Patrick Nagel 1980’s body of work, I have edited the designs and colours of the garments however to reflect the Glam Underground Topshop collection. I have followed the colour palete of the collection to make them appear atmospheric and therefore relate to collection. Whilst analysing the website I noticed that this collection, and the many others are easy accessible and is treated more like a ‘online catalogue’ where you can simply scroll across from one collection to the other which I thought was a very intelligent way for shoppers to see whats available and then search the website to purchase these garments and achieve the look. Also when I went on the shop visits to two branches I noticed key pieces from a collection were on display mannequins along with other items from different collections, again this makes the shopper aware whats available.
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Bavaria Trend
This page is about another current collection which is called Bavaria, and is inspired by folk art. This Autumn/Winter collection features oversized shapes and plenty of layers, and offers shoppers an alternative way to keep warm this winter. This collection contains very detailed bead work and embroidery and again contrasting fabrics such as silky blouses, velvet and chunky knits. It is very detailed and has a lot of floral prints and again faux fur and sheepskin. The colours are jewel tones mixed with earthy browns.
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Analysis
Again these are illustrations originally from Patrick nagel where I have used Adobe Illustrator to add texture and colour from the Bavaria collection. After analysing the prices from this collection, I noticed that the garments from current collections are subtly charged at a higher price for their other stock. For example I found that the burgundy lace insert dress on the centre of the page opposite costs ÂŁ85 when the fabric contents is 100% polyester, surely overpriced? Whilst you can buy a similar dress on their website with the same fabric contents of 100% polyester for half the price.
Colour
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Shop Report
These are pictures of some tickets of garments which are currently selling in the Topshop Cheapside branch, these garments were easy to pick up as they were all on promotion tables for display. These display tables had a variety of garments and accessories which could all be paired together to create an entire outfit as they clothes were colour co-ordinated. The display was very crowded and there was so much to choose from it even gave me dilemmas of which item to buy. I thought that was a selling point for impulse buyers as Topshop merchandising display have purposely put out a huge selection of items which can be used altogether making it a matter of convienance for the shopper. Which then relates to the location of the branch, set in a new trendy shopping centre not to far to st Paul’s and The City where business women can come in to Topshop and be able to buy quickly and efficiently from these display tables. This fits in with the lifestyle of the shoppers of that area as these women don’t have much time for browsing.
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In terms of prices and promotion, there are little signs in this Topshop branch not much that indicates reduction prices unlike the flagship store in Oxford street. This store is covered with signs, promotion signs, sale, last chance to buy, new stock in and many more. I think this is because of the location, Oxford street is home to many other retailers and is a area shoppers spend hours pounding the pavement. Therefor in this flagship store women are most likely to browse and spend time shopping and these signs are there because they actually get read. I noticed that there are huge amounts of different display tables some only for a particular garment.
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Illustrations
These illustrations are hand drawn, using an illustration book as a guide. However the designs are all hand drawn by me which I then transferred into illustrator and photoshop to create this effect. I thought these illustrations followed the style of Topshop and captured the essence of the brand. I have drawn basic silhouettes which is what most high street brands use rather then the more finer detailed silhouettes that you find in ready to wear brands. All this designs of mine relate to garments I saw in-store and on the website, I just decided to make my own variation of it a mixture of shirts, shift dresses and leather jackets. I think the illustrations have to fit the company identity and go with the image the brand is trying to capture and so I have tried to do that for Topshop. More on style and brand image, Topshop’s image is nowhere near subtle. Its loud and vibrant but with a unique flare which again other retailers on the high street have tried to mirror
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Like most high street brands, they use simple patterns throughout the clothing range. And Topshop are the same, when looking at their dresses in particular, they consisted of either body-con dresses, A-line dresses or shift dresses with a cinched in elasticated waist. Of course the reason is for manufacturing purposes (which majority of their clothes are made in Romania)
Store Locations
This is a photo of Topshop’s London flagship store in Oxford circus. It is the biggest Topshop store measuring around 90,000 square feet across five floors. Not only does it stock their clothes it also has other services such as, a nail bar, tailoring service, a hair salon, it also houses EAT sandwich bar, other brands such as Office and Kurt Gieger. I also found out that if you leave in their catchment delivery zone you can order your clothes and have them delivered to you within the hour via a Vespa scooter! This store has over 30, 000 visitors a day. I think that having the flagship store in this location has immensely driven sales. The store is also adjoined to fellow Arcadia group store Miss Selfridge which gives the shoppers easy access to the store without having to leave Topshop.
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These are pictures of different branches within London, the first photo is in Selfridges on Bond street. In Selfridges Topshop have a small department area of a selection of their clothes, and although that this section is very small it is a fantastic way to get shoppers to purchase as they are already in a department store shopping. Even with myself shopping I find myself wanting the convenient option. And having a clothes shop in Selfridges, however small it is allows you to do so. In fact, I think that having such a small selection is better for the brand, as I know when an item is out of stock shop assistants can contact Topshop Oxford street at reserve the item for you, which then leads the customer to that store and could possibly lead to another sale as they see the other merchandise they have. Secondly, a quiet recent store opening of the Topshop branch at the Westfields shopping centre in Shepards Bush. This store quiet average in size, and because of that they only sell key pieces of clothing and accessories.
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Ad Campaigns
This is a quiet recent photo of Topshops nail polish range, they now have extended on to beauty products which include: nail polish, make up and perfume which launched in May earlier this year. The makeup was designed by Hannah Murray a known makeup artist, and consists of a core range which will be available to all stores as a permanent range and also a seasonal range which follows trend. Having the make up follow the seasons of clothes allows the shoppers for Topshop to be a one stop shop for everything and for sure very slowly almost becoming a department store.
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This is an image of an Ad Campaign Topshop did, collaborating with TOMS shoes dedicating an entire window display for the shoe brand. Which indicates that any brand associated with Topshop must be pretty hip. However this display was very good publicity as it was a campaign with a cause, it was a bid to help third world countries. The purpose was ‘for every pair of shoes bout from TOMS, they would give one pair of shoes to a child in need, one for one’ and in return TOMS purposely designed an exclusive range of foot wear on available for a limited period. This campaign seemed eco-friendly and anything for charity always goes down well with the public as they think they are doing it for a cause, plus the exclusive range from TOMS attracts their customers already described as a ‘cult’ into Topshop as well as Topshops dedicated shoppers. 17
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Content
20- 21
Brand History
22 - 23
Autumm /Winter Collection
24 - 25
Spring /Summer Collection
26 - 27
Shop Report
28 - 29
Shop Report:Garments
30 - 31
Shop Report:Labels
32 - 33
Illustrations
34 - 35
Ad Campaign
36 - 37
Conclusion
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Brand
History
Alexander McQueen
The Alexander McQueen fashion house started in 1992. His collections gained a reputation of controversy and shock and he was dubbed ‘The Hooligan of English fashion’ naming a collection Highland Rape. His runway shows were theatrical and unconventional always consisting of his unique signature style. Once said ‘that his brain has a mind of it’s own’ McQueen never fails to deliver when it comes to his collections. His brand made headlines when in 2001 he made a controversial move by selling a 51% share of his label to the rival Gucci group. But this uproar only caused good publicity. With their financial backing McQueen was then able to suppress his talents and become an international fashion house. Today McQueen has flagship stores in London, New York, Milan and LA, an accessories collection and a Menswear. Although now directed by Sarah Burton, the most recent collections still convey McQueen’s eccentric flare.
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M
’ cQueen shows are known for their emotional power and raw energy, as well as the romantic but determinedly contemporary nature of collections. Integral to the McQueen culture is the juxtaposition between contrasting elements:fragility and strength, tradition and modernity, fluidity and severity. An openly emotional and even passionate view point is realised with a profound respect and influence for the arts and crafts tradition.’ -Alexander McQueen Website
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Autumm /Winter Collection
T his is the Autumn Winter 2011 collection designed by Sarah Burton,
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she created dresses ranging from black clad worriers to snow white ice queens which were decorated with fur trims, feathers and leather paneling. The dark outfits were made from tweed and checked velvets, traced in zippers and leather. Whilst the white garments were angelic-looking made from fraying organza, embroidered with pearls, tulle and chiffon.
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Spring
/Summer Collection
T his spring summer 2011 collection was inspired by nature, and was
the first collection designed by Sarah Burton after McQueen’s death. The collection is said to be both ‘bohemian and pagan in spirit’ had a certain feel of raw nature. It consited of traditional and modern craftsmanship and each piece is intricately worked on by hand. It features patchwork embroidery, tooled leather, frayed raffia, hand pleated organza and hand painted feather butterflies. The silhouette is soft and sleek, the fabric seems to almost fall away from the garments almost disintegrating to reveal the body beneath. Jackets are cropped and are paired with low rise trousers which graze the ankle. All in all the collection exaggerates the female form, something McQueen has always mastered.
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T his is an illustration I drew from hand using pen ink, I then edited it in Photoshop
and illustrator and then added these butterfly images I found on the internet which I thought match the butterflies of the dress. I have tried to create an illustration and font that coincides with the brand. Being the first collection after McQueen’s death there was a lot of anticipation from fashionistas world wide. The Ad campaign was shot of rising starlet Lindsay Wixon surrounded by butterflies, which lead to her recognition further worldwide because she was associated with this fashion house.
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Shop
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Report
T hese photos are from my shop visit to the Alexander McQueen flagship store,
they show the show displays and layout. As soon as I enter there is a main feature of a mannequin dressed in a black evening dress. This promotion display is very different from displays on the high street. The shop atmosphere is calm and inviting, everything is minimalistic and only a few garments are out on display. The colours are a mixture of white and black adding to its sleek look. I noticed some promotion displays are put on podiums or glass cases and they item do no have price takes unlike the rest of the garments and prices are available on request, which suits the type of shopper as they would presumably be wealthy enough not to have to know the price of the product. There are no signs like high street stores. In fact shoppers probably wont realise the items are on a promotion stand as they are done very discreetly.
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Shop Report: Garments
T his page shows some of the detail of the garments, everything was finished to perfection and to the highest quality. The majority of the garments are of silk, wool or crepe wool and occasionally a nylon mix with a higher percentage of wool. The clothes are fully lined and a variety of invisible zips and buttons for fastening.
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T hese garments are from his pre-Autumn Winter 2012 collection and I think is very toy soldier military inspired, with a colour palette of navy, black and red mostly. McQueen follows the fashion calendar of Spring/ Summer collections and also Autumn/Winter collections as well as Pre-collections which is stocked in the flagship store.
McQueen is a ready to wear brand, and they way the brand is marketed is cleverly articulated but also very discreet in a sense that the audience wouldn’t realise. Not only does London Fashion Week showcase a big turnout for publicity to a collection, but also Ad campaigns found in magazines such as Vogue and Love. A magazine a women who can afford to buy the clothes is where the advertisement is featured.
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Shop
Report: Labels
T his page show the price tags, the clothes were extremely expensive a pair of jeans costs ÂŁ395.00 and a dress costs ÂŁ2560.00
and there were some that cost more. The people who can afford such prices are usually high class business women in their forties I presume. And because the prices are so high, top high street brands have re-created similar pieces from Ready to Wear collections to suit the budgets of a shopper from a working class background. Ready to Wear fashion brands are highly influential.
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T hese pages are of illustrations I drew and then edited in Adobe photoshop and then
Illustrator, they are drawings inspired by his current pre-autumn winter collection where I have did a variation on a theme of a wool coat I saw during my shop visit. The illustrations are artistic and minimal which suits the brand image. The brand is huge and stocks in places such as Selfridges, Net-A-Porter and Harrods which contribute to the size of the company and also sales. However, these companies are purposely chose to stock exclusively and are within high end department stores which relate to the type of high class consumer. This another way of marketing a fashion collection and also expanding the company by using well known department which have their own mass audience.
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Ad Campaign
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T hese are a few images of adverts present and past, the advertisements are very sophis-
ticated in layout and never venture from a dark or neutral colour palette. The Ad Campaigns always feature someone famous such as recently Kate Moss on the cover of Vogue in a McQueen couture wedding dress which is a good and again subtle way of promoting a brand. Also the famous wedding dress for Kate Middleton which I am sure lead to the demand of the dress for Kate Moss’s wedding. Using celebrity status is a clever way of marketing a product and many ready to wear fashion houses mirror this technique. Using a celebrity as a way of advertisement is a great stratedgy for marketing as not only does it let the consumer know about the brand it attracts you to the brand by the use of celebrtity status as some people may find them iconic.
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Conclusion
In conclusion both brands have their own way of marketing a fashion collection, Topshop for one is very diverse and fast pace. There clothes are forever changing and that means their stores and website must adapt too. There are sales which go on frequently and the brand is aimed at the young bargain hunter/fashion-savvy women from working class backgrounds. In opposition to this Alexander McQueen fashion house is ready to wear, and therefore has a different approach to how they should market a fashion collection. They don’t have many collections throughout the year as they are seasonal so a lot of effort and money is put in when a new collection arises. That itself builds the anticipation all over the world.
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