TOPSHOP Presented by: Ashley Chan and Emilie Lai
WHO IS MSGM? •
Started in 2008
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Designer Massimo Giorgetti was a former DJ
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Young, cool, and fresh
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Target customer: fashion forward individuals with an edge
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“mix and match the great tradition with a sense of detachment and revolution of the new millennium”
WHAT ABOUT TOPSHOP? •
launched in 1964
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over 300 stores in the UK and 100 internationally
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focuses on delivering everything from basics to cutting edge fashions
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high street fashion retailer
OUR MISSION The mission of this collaboration is to provide an opportunity for creative individuals to fully express their style through our fashion forward and comfort driven aesthetics.
TARGET CUSTOMER •
Age: 20-27
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Income: $75,000+
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Fashion forward, edgy, contemporary
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Cool & sophisticated
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Big city girl
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Loves to travel
TOPSHOP
Chiara Ferragni, 27 She is a fashion blogger with a very international following. Alumna of New York University School of Law. Currently based out of Manhattan. Occasional guest editor of style for Harper’s Bazaar. Trendy and fashion forward. Style conscious yet independent. Loves travelling and eating new foods. Single girl in a big city. Has a french bulldog named Butter.
MAIN COMPETITORS
LOGO
TOPSHOP
OUR PHILOSOPHY The philosophy behind this collection is to make customers feel absolutely confident with their own personal style because we embrace individuality. Our main focus is on promoting style through comfort.
MOOD BOARD
FALL 2015 COLLECTION
COLLECTION •
Emphasis on wearability & comfort
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Feminine
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Loose & boxy shapes
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Very simple, classic silhouettes
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Dropped waist
EMBRACING ALL SHAPES •
Women are not all created equal
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Designed with multiple women in mind
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Loose shapes fit more body types
FIRST DELIVERY: EARLY SEPTEMBER
STYLE SHEET: SEPTEMBER DELIVERY
Wool coat Cotton boxy, Description with fur trim cropped tee at hem
Retail Price
$45
Polyester sheath Wool short jacket Polyester skinny dress with trouser with with asymmetrical contrasting contrasting ankle fur collar pleated hem detail
$275
$150
$250
$90
Colors
Pantone 17-1464 TPX (Scarlet), Pantone 19-3939 TCX (Indigo), Pantone 6 PC (Black), Pantone 11-0602 TCX (White), Pantone 14-4103 TCX (Gray)
Pantone 19-3939 TCX (Indigo)
Pantone 17-1464 TPX (Scarlet), Pantone 19-3939 TCX (Indigo), Pantone 6 PC (Black)
Pantone 6 PC (Black), Pantone 17-1464 TPX (Scarlet)
Pantone 17-1464 TPX (Scarlet), Pantone 19-3939 TCX (Indigo), Pantone 6 PC (Black)
Size Run
US 2-12
US 2-10
US 2-12
US 2-12
US 2-12
SECOND DELIVERY: LATE OCTOBER
STYLE SHEET: OCTOBER DELIVERY
Herringbone Graphic Dropped waist Graphic print wool coat with Description printed cotton, dress with high- scuba midi skirt asymmetrical fur with ruffle hem low ruffle hem crop tee collar
Retail Price
$55
$180
Colors
Pantone 12-2906 TPX (Pink Print), Pantone 12-4609 TCX (Baby Blue Print)
Pantone 12-2906 TPX (Pink), Pantone 12-4609 TCX (Baby Blue), Pantone 6 PC (Black), Pantone 11-0602 TCX (White), Pantone 14-4103 TCX (Gray)
Size Run
US 2-12
US 2-12
$110
$425
Pantone 12-4609 TCX Pantone 19-3939 (Baby Blue), Pantone 6 TCX (Indigo), PC (Black), Pantone Pantone 6 PC (Black) 11-0602 TCX (White)
US 2-12
US 2-10
Wool collarless duster coat
$380 Pantone 12-2906 TPX (Pink), Pantone 12-4609 TCX (Baby Blue), Pantone 6 PC (Black)
US 2-10
MERCHANDISING & MARKETING
SPACE & LOCATION •
Size: 500 square ft
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Open space
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Floor to ceiling windows
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In all 7 US Topshop locations: Chicago, Los Angeles, Las Vegas, New York Soho & 5th Avenue, Washington DC, San Diego •
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does not include Topshop in Nordstrom
Location in store: directly in front of store entrance
FLOOR PLAN
INTERIOR
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Style: simple & clean
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Classic black & white
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Soft yellow lighting
HANGING DISPLAYS
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Only white, wooden hangers
INTERIOR DECORATIONS
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Geometric wall shelves
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Stair- like table displays to add dynamism
HANG TAGS TOPSHOP.COM/MSGM
TOPSHOP EUR 34 US 2 UK 6 09R01C BLK 27K12GNUD
$78
TOPSHOP. COM PROMOTION
SOCIAL MEDIA ADVERTISING
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MSGM x TOPSHOP Instagram page
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Facebook page
SIGNAGE
OUTDOOR ADVERTISING: SUBWAYS
OUTDOOR ADVERTISING: SUBWAYS
PUBLIC RELATIONS
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Press Releases via: •
Women’s Wear Daily (WWD)
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Business of Fashion (BOF)
PUBLIC RELATIONS
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Magazines: •
Vogue, W Magazine, Marie Claire, etc.
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Send key looks for possibility of publication
SALES ASSOCIATES •
Employees will wear either the crop, boxy tee or sweatshirt with MSGM x TOPSHOP logo
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Special training:
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to offer most excellent customer service
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familiarize with UK sizing
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online orders
Motivation: commission sales
TOPSHOP