TOPMAN PROMOTIONAL STRATEGY by Boriss Novikovs

promotional strategy BORISS NOVIKOVS

University of Huddersfield School of Art, Design and Architecture Department of Design TOPMAN PROMOTIONAL STRATEGY BORISS NOVIKOVS A Major Project submitted in partial fulfillment of the requirements for BA (Hons) Fashion Communication & Promotion Module THD1101 Fashion Communication & Promotion Major Project The candidate confirms that the work submitted is their own and that appropriate credit has been given where reference has been made to the work of others. The University of Huddersfield School of Art & Design Department of Design Huddersfield West Yorkshire ENGLAND 10 MAY 2016

contents

EXECUTIVE SUMMARY - 6 INTRODUCTION - 7 RATIONALE - 8 I - BRAND ANALYSIS - 10 COMPANY BACKGROUND - 10 CORE BRAND VALUES & ETHOS - 12 CONSUMER SEGMENTATION - 13 SUBGROUP I - MODERN STUDENTS - 14 SUBGROUP II - YOUNG PROFESSIONALS - 16 SUBGROUP III - METROSEXUALS - 18 II - INDUSTRY ANALYSIS - 20 COMPETITOR ANALYSIS - 20 COMPETITIVE ADVANTAGE - 21 MARKET ANALYSIS & BRAND POSITIONING - 22 ESTONIAN MARKET ANALYSIS - 24 MACRO ENVIRONMENTAL ANALYSIS - 26 III - PROMOTIONAL TACTICS - 28 AIM & OBJECTIVES - 28 SOCIAL MEDIA CAMPAIGN - 29 ONLINE ADVERTISING - 30 PRINT ADVERTISING - 36 OUTDOOR ADVERTISING - 41 STORE LAUNCH - 44 ADVERTISING STORY - 46 TARGET AUDIENCE - 47 STRATEGY SCHEDULE - 48 MAILING LIST - 49 SUCCESS MONITORING - 50 CONCLUSION - 51 CONCLUSION REFERENCES APPENDICES 4

contents

executive summary

The modern world has been going through a rather impetuous men’s fashion market growth period. This development trend, along with an increase in demand, has motivated many brands that used to focus solely to women’s wear to produce full-featured clothing collections for men. Growing needs of the male consumer audience provided a lot of new opportunities for fashion brands, as men, in general, show greater interest in investing into themselves, whether the investment is an item of clothing, a piece of technology or a grooming cosmetics product. According to the study of global fashion market carried out by Bain & Company in 2013, profit improvement in men’s segment prevailed over that in women’s clothing industry, showing an increase of 9 to 13 percent annually since the global economic crisis of 2009. The English market followed this trend early enough, due to many labels crossing over into the territory of menswear by launching special lines for men, providing broader product ranges, as well as expanding menswear assortment. As compared to the leading countries in the market, Estonian men’s fashion industry definitely grows at a somewhat slower pace, which is why the competition between brands is not that intense. The quantity of stores, which offer menswear in the Estonian market, is several times less than womenswear, which gives male orientated brands a very good chance of successful functioning on the new market. This marketing communications campaign is going to demonstrate the earning potential of the Estonian market, which, in turn, would help TOPMAN operate successfully and become a formidable competitor in Estonia. Moreover, it is quite likely that Estonian male consumer will prefer TOPMAN in particular, due to the growing interest of Estonian consumers towards their appearance, who have become more fashion conscious. Apart from that, the plan will include a detailed description of proposed marketing, advertising and promotional tactics that will help the brand to successfully expand into the new market, which will benefit both TOPMAN and Estonian male consumers.

INTRODUCTION

introduction

The purpose of this feasibility study is to justify the necessity of the TOPMAN launch on the Estonian market. This Eastern European market is one of the most progressive and advanced among all Baltic countries. This is confirmed by the fact, that a lot of famous high street brands, such as River Island, H&M, Burton, Zara, Bershka etc. have already opened their stores, which continue to operate successfully to this day. TOPMAN is a modern menâ&#x20AC;&#x2122;s brand that offers fashion orientated male consumers the latest high street fashion, supports their growing demand, as well as interest towards their appearance. In Estonia, the menswear market is slightly behind the womenswear market, so the brand will not face such strong competition with other menâ&#x20AC;&#x2122;s clothing brands, which in turn will help fashion focused male consumers to determine a choice of the brand.

rationale

In recent years, the fashion industry is booming in the Estonian market. This is confirmed by the fact that many high street brands, such as River Island, H&M, Burton, Zara, Bershka and others have already opened their clothing stores in the territory of this country, and are successfully functioning to this day. This is confirmed by statistic data of Euromonitor International market research group, which shows that the Estonian fashion market, starting from 2012 is going through an economic rise and is expected to grow at a rate of 2.6% in 2016 (2015). Since 2007, TOPMAN has actively begun to expand all over the world. Starting with the US and so on, there has been opened 154 TOPMAN shopping destinations in the course of 8 years across the globe (Arcadia Group, 2015). According to the latest data, TOPMAN plans to conquer new markets. For example, in 2016, the brand plans to open a store in India (Arcadia Group, 2015). The Estonian market was chosen for a proper reason. According to statistical data of the Euromonitor International market research group, starting from 2012, this market is actively developing in the direction of fashion and is expected to increase in the coming years (2015).

rationale

Based on the secondary research, the demand for menâ&#x20AC;&#x2122;s fashion has increased in the Baltic countries and Estonia is no exception. Due to the fact that the quantity of stores, which offer menswear in the Estonian market, is several times less than womenswear shops, TOPMAN has a very good chance of successful functioning on the new market (RBC report, 2015). In order to support the store launch and the expansion of the brand on the new market, certain marketing tactics will be applied. Thus, for example, a new Spring Summer 2016 advertising campaign will be launched, which will be placed in appropriate magazines, online, as well as bus stop banners. Press releases will be sent out to the Estonian media (Press releases will be sent out to Estonian media to get high media coverage and allow Estonian consumers to become aware of the first TOPMAN store launch in their country, in order to support the expansion of the brand and draw the attention of potential customers to the new store launch). Also, a social media contest will be conducted, which will involve an announcement on the official Facebook page of TOPMAN that the new store is opening in the Estonian capital, Tallinn.

COMPANY BACKGROUND

i - brand analysis

From British high street phenomenon to worldwide dominator, TOPMAN has come a long way since its inception in 1978 with over 250 stores in the UK and a further 154 stores internationally across 31 countries. TOPMAN stores are in over 60 cities worldwide, stretching across 20 countries with boutiques in China and Japan even stocking the brand. America is also one of the most important stockists of TOPMAN, with stores in Los Angeles, Las Vegas and New York City, as well as over 40 Nordstrom stores housing the brand (Arcadia Group, 2015). TOPMAN has earned its sartorial stripes with an unswerving, energetic approach to producing truly exciting high-street men’s fashion. Driving trends forward while shifting the way men approach shopping, the Brand’s attitude to creating brilliant, affordable and authoritative menswear is second to none. London’s mega Oxford Circus Flagship - one of 8 chief stores in the major cities through the UK has been expanded with another TOPMAN floor being built and is hosting a free Personal Shopping Service. According to the reports from Arcadia Group, about 75,000 consumers visit the 15,000 square foot floor every week (2015). TOPMAN is a strong advocate and supporter of UK menswear design talent through its own partnership with Fashion East and sponsorship of the British Fashion Council’s NEWGEN MEN scheme. (Arcadia Group, 2015).

i - brand analysis

At the heart of TOPMANâ&#x20AC;&#x2122;S business is a reliable in-house designed main range which revolves around the latest trends and is refreshed on a monthly basis. In addition, the brand also has TOPMAN LTD which sits alongside the main range with an added focus on fit, detail and fabrication. Additionally, there is TOPMAN DESIGN which focuses directly on developing more individual, design-led clothing and pushing trends harder. Since its launch in 2005, TOPMAN DESIGN now shows seasonally at London Collections: Men, suggesting that the brand is getting things spot-on. TOPMAN is dedicated to new talent, which is demonstrated by the various projects that have involved emerging designers. Names such as Agi & Sam, Craig Green, Lou Dalton, Sibling and Astrid Andersen keep our offering fresh. In addition to fashion, TOPMAN is quite supportive on music, culture and lifestyle trends too. In fact, the brand has its own online magazine called TOPMAN GENERATION, offering readers digestible daily articles that inform and educate on the latest tracks, events and fashion fixes. Visitors to magazine. topman.com also have access to exclusive competitions, ranging from international trips to state of the art technology. All things considered, TOPMAN is a multi award-winning brand that drives trends forward, which has changed the way men shop forever.

core brand values & ethos

i - brand analysis

EXCELLENCE TOPMAN is very popular for its broad assortment of clothing. The brand produces wide-ranged collections based on current fashion trends. Each season the brand launches new collections that are showcasing different styles, which gives a good opportunity to its target customers to select a piece that suits their lifestyle. DIALOGUE Not only the brand has over 250 stores in the UK, there are also 154 international stores, located across 31 countries, which allow the brand to communicate with the target audience. Also, TOPMAN has a fully operating and award winning online shopping website, providing a worldwide shipping of products. Therefore, the brand has an opportunity to be in constant dialogue with consumers, which makes it quite accessible, despite customer’s current location. INNOVATION The brand is famous for launching new, interesting and truly innovative clothing ranges in collaboration with different celebrities, both inside and out of the world of fashion. Moreover, TOPMAN has pioneered an exclusive clothing line called TOPMAN DESIGN, which is an in-house designed premium collection that’s showcased during London Collections: Men. ETHOS The brand ethos is to create a broad range of contemporary and stylish men’s basics designed clothing in high quality materials and patterns that can be worn season after season, reflecting the fashion tendencies.

consumer segmentation

i - brand analysis

TOPMAN appeal to quite a large diversity of consumers due to a wide range of modern and stylish products, as well as pricing variety, provided both in-store and online. According to Arcadia Group, the target consumer of TOPMAN is a young male, aged from 16 to 26 years old. As a matter of fact, this generation of consumers is known as â&#x20AC;&#x153;Generation Yâ&#x20AC;?, consisting of people, who were born between the 80â&#x20AC;&#x2122;s and 00s. It is a technology influenced generation, which is provided with modern customer service features, including online shopping and free return policy, as well as worldwide shipping. Also, this generation of consumers is highly influencing the digital growth in retail, as they are expanding the boundaries of branding, promotion and marketing, making them more developed and advanced than ever. These consumers are technology savvy due to their daily use and appreciation of smart phones and tablets, in order to constantly stay connected.

subgroup i - modern students

i - brand analysis The first consumer subgroup consists of male students, who are showing an increased interest towards their appearance and personal style. These consumers are reading various blogs, have a “list” of favourite musicians, read different lifestyle magazines and follow famous athletes on social media, in order to have a starting point for creating their unique sense of style. The age range of student is from 16 to 22, so the older the student, the more he is interested in fashion and details. Usually, the “student consumers” are based in larger cities in the United Kingdom, therefore, they are able to access TOPMAN in their leisure time. Students choose TOPMAN due to a pricing variety, as well as a stylish and trendy range of basic products, including sweatshirts, chinos, t-shirts, jeans and jumpers. But despite the growing interest towards men’s fashion, a lot of students are still aiming to fit into a wide crowd of their peers, in order to ensure that they are dressed in the same clothing as their fellow course mates. This tendency can be easily observed on the University campus, where certain groups of males are easily spotted: because they are dressed the same way, it is quite possible to state that the apparel is from TOPMAN. Being a student quite often goes hand in hand with a short amount of disposable income. As a luxury and designer garments are rather expensive, the best option for students to shop for clothing are the high-street fashion brands. However, there are a lot of students who work part-time, which helps them to get through the undergraduate period of their life. Therefore, these students have some more funds to spend on apparel. TOPMAN supports students with their 10% student discount feature, as well as 20% student discount at the very beginning of each term, as this is the period when students receive their financial grants. As students represent the Generation Y, they tend to interact with TOPMAN not just in the regular in-store environment, but also on-line, with the help of a mobile application. When students are approached online by certain brands, they find it quite easy to interact and communicate with them, as they were raised surrounded by technology.

i - brand analysis

FIG 1- “MODERN STUDENTS” consumer profile mood board.

subgroup ii - young professionals

i - brand analysis

The second consumer subgroup consists of young professionals, who have and have not received a university degree. Despite being both undergraduate and postgraduate, these men are now full-time working professionals, aged from 20 to 26. These consumers use TOPMAN with an aim to purchase their work attire, as well as clothing for certain occasions and events. Young professionals look for trendy work clothes, so they can feel young and fresh, despite working a full-time 9AM to 17PM job. These consumers, in the majority of cases, have moved out of their family homes and relocated to a larger city, which allows them to have more money to spend on their appearance and clothes. Despite paying a monthly rent, young professionals like to treat themselves to a new clothing acquisitions for certain occasions, including social event and night outs. However, young professionals tend to draw their attention towards the quality and luxury clothing, for example, the JAMES LONG for TOPMAN collection, consisting of reasonably priced high-quality knits produced locally in the UK. The ability to purchase such items of clothing is considered as a certain reward for hard work by the young professionals. This consumer subgroup is most likely to purchase their clothing online, due to their limited ability to come in-store during the working week.

i - brand analysis

FIG 2- “YOUNG PROFESSIONALS” consumer profile mood board.

subgroup iii - metrosexuals

i - brand analysis

The third main consumer subgroup of TOPMAN are METROSEXUALS, which consists of young heterosexual men with the great interest in clothing and accessories, fashion and trends, fitness and grooming. These interests are becoming more popular amongst some men, which allows defining their behaviour. The â&#x20AC;&#x153;METROSEXUALâ&#x20AC;? consumers are aged between 16 and 24, as this consumer type can be identified in various social groups. These consumers are highly conscious of their appearance and physique, which is reflected in their nutrition diets and great interest in physical activities. Also, the grooming products are a necessity, as they help to achieve a highly desired appearance. Overseas vacations are no less important, as they are perfect to display the athletic progress in combination with the new clothing acquisitions. This consumer subgroup consists of both undergraduates and postgraduates, but they still tend to spend the most of their disposable income on clothing, accessories, footwear and grooming products, regardless of their financial condition. Moreover, these male consumers are technology savvy, which makes them the admirers of online discounts and other promotion through social media platforms.

i - brand analysis

FIG 3 - “METROSEXUALS” consumer profile mood board.

competitor analysis

ii - industry analysis

Based on the industry research, the key competitors of TOPMAN are Zara, River Island and H&M. Therefore, in order to ensure the brand has a competitive advantage over these brands in the new marketplace, a detailed competitor analysis has been conducted. See appendix for more detailed competitor analysis.

competitive advantage

ii - industry analysis

Thanks to weekly replenishment of its range of clothes and accessories and the ability to react promptly to modern trends in fashion and other areas of concern for the target audience, TOPMAN is always there to offer its customers what they really need. The clothing assortment of TOPMAN helps its target consumers to look very modern and stylish, as if these would leap from the pages of a popular menswear blog. Apart from that, the brand cooperated with prominent designers like Agi & Sam and Stella McCartney. Moreover, TOPMAN has its own brand clothing lines, including Topman Ltd and the Topman Lux Collection. All these efforts let TOPMAN deliver competitive advantage. TOPMAN is an innovative, modern and stylish brand, which is displayed via its visually appealing advertisements, letting the brand deliver its message and ethos to the target audience in a very clear manner. This is further enhanced through the use of innovative marketing and promotion tactics, which helps TOPMAN maintain an ongoing dialogue with its consumers on a daily basis. Innovative and modern style has already become the brandâ&#x20AC;&#x2122;s trademark, which will help TOPMAN overperform its competitors in the new market, as the brand was able to establish a close connection with its target consumers, thanks to the usage of visually appealing graphics along with certain social features.

market analysis & brand positioning

ii - industry analysis

Despite the decline in global economy, young male consumers who are style and appearance conscious still keep the menswear market afloat. Young male consumers, who work part-time jobs, are investing the most of their disposable income into the fashion industry. The condition of global economy influences younger consumers to the full extent. This affects the choice of clothes young people tend to buy more often. According to Mintel, many young male consumers started buying more basics, whereas the sales of outerwear have dropped by 6% as compared to 2011. Economic instability also has an impact on the number of suits purchased by young male consumers aged below 25. However, in spite of a slight decrease in sales, there are still many young consumers who buy suits for interviews and special occasions (Mintel, 2012). Retail brands like TOPMAN, H&M and Zara earned excellent reputation thanks to their ability to supply cutting-edge runway styles at fairly affordable prices and in the shortest time possible. TOPMAN’s pricing policy is rather diverse, as it covers a broad price range. With TOPMAN being a high-street brand, maximum finished product prices of £300 may seem high enough, yet, due to the brand’s ability to offer a broad range of high-quality clothes to its target audience (which is quite diverse and hard to pin down), such pricing policy is quite substantiated. The new store in Estonia will be opened using a combination of all promotion tactics, with an eye towards creating an interesting and complex approach to the brand’s target audience. Apart from that, the new TOPMAN store will have an innovative retail space, capable of reflecting the brand’s core values in full, in a way appropriate to the new market.

ii - industry analysis

FIG 4 - Market positioning of TOPMAN and main competitors, based on product price and quality.

estonian market analysis

ii - industry analysis

Over the last years, retail industry and fashion markets in general have been going through a rather active growth period. Due to a growing domestic consumption, the retail segment has become one of the greatest contributors to economic growth in Estonia. This situation is indicative of the fact that the country has recovered from the economic crisis of 2008. In turn, the purchasing capacity of Estonian consumers has grown considerably, along with their confidence about the future (Euromonitor, 2013). The global menswear market experiences a rather impetuous growth over the last few years and Estonia, as the leading country in the Baltic States is no exception. This trend comes along with the appearance of many new boutique shops and the reconstruction, as well as expansion of the already existing clothing stores in the category (Wang, 2014). Estonian capital, Tallin, has a lot of retail space, despite being relative small, in comparison to other European countries, such as UK, France or Sweden. Aside from that, many shopping destinations have developed all over the country; this trend has been especially obvious since 2011. It is important to mention here that shopping malls are important venues for consumers in Estonia, as these offer entertainment along with shopping opportunities, which enabled those to survive the consequences of the global economic crisis (Euromonitor, 2013). According to the research data from Statistic Estonia, average salary used to be about 839 Euros in 2011, yet it has grown by 7% by the next year, reaching 897 Euros a month (2013). Thanks to the increase in purchasing capacity of Estonian consumers, sales in the retail sector have grown by 6% over the first half of 2013 alone (Statistic Estonia, 2013).

ii - industry analysis

Based on the data acquired from Trading Economics, Estonian consumers showed an increase in purchasing capacity from 1694 million Euros in the beginning of 2013 to 1702 million Euros by the end of the year, which indicates a considerable growth of sales in different sectors, including retail (2013). In turn, annual profits in the retail sector amounted to 487 million Euros, according to the statistical data from Baltic Business News (2014). Moreover, according to Statistics Estonia, in January 2016 compared to January 2015, the turnover of retail trade enterprises increased 8% at constant prices. In December, the turnover increased 7% compared to the same month of the previous year and in January the growth continued at the same rate (Statistic Estonia, 2016). Since 2011, ever more Estonian consumers shift their preferences towards combining their time off with shopping for clothes and other retail goods. This indicates that the quality of life and purchasing capacity are growing steadily (Euromonitor, 2013). Another finding was that the Estonian market is becoming more attractive for financial investors, who used to turn away from it during the financial crisis. Investors are more likely to come to Estonia than to any other Baltic country, as the overall figure of foreign investments over performs that of Latvia and Lithuania (Statistic Estonia, 2013). According to Euromonitor International, Estonian consumers are increasingly searching for the best and most rational purchasing options. Therefore, this tendency has been supported by the development of online retailing, leading consumers to pay greater attention to pre-purchase (online) research, in order to make sure they make optimal decisions (2013). According to the population census of 2012, the population of Estonia amounts to 1.4 million, with Tallinn being the most populated locality (430 thousand people), The Estonian capital is the best place to launch TOPMAN tanks to its a well-developed infrastructure, advanced environment, as well as high concentration of the brandâ&#x20AC;&#x2122;s target consumers (Wikipedia, 2016).

macro environmental analysis

ii - industry analysis

Estonia has joined the European Union in 2004 and was the first Baltic country to introduce Euro as the official currency. The countryâ&#x20AC;&#x2122;s economy is very up-to-date, flourishing mostly due to profits in the industry of telecommunications and electronics. The highest economic growth rate (8% a year) is displayed by the capital city, Tallinn (The World Fact Book, 2013). According to Euromonitor International, Estonian economy is growing steadily, yet still depends on certain issues pertaining to the fluctuations of the Euro currency. Market segments like textile and clothing also constitute an important share of the national economy, yielding 10% of annual profits. Estonia performs well in exporting its textile products abroad, especially to the Scandinavian countries (Statistic Estonia, 2016). As of today, the retail sector enjoys an ever-increasing influx of consumers, which conduced the appearance of new shopping malls and reconstruction of the existing ones. This trend is best visible in Tallinn, as confirmed by active extension of shopping destinations, according to Statistic Estonia (2016). More flexible taxation policy as compared to other Member States of the European Union makes it much easier for foreign investors to join the Estonian market. In the course of the economic crisis of 2008, the government of Estonia has introduced certain amendments to financial legislation in order to balance the national budget and improve the overall wellbeing of its citizens, according to Statistic Estonia (2013). These amendments have circumstantiated positive prospects for the development of Estonian economy. Favourable conditions for economic growth were also facilitated by the financial aid provided to Estonia by the European Union, according to Statistic Estonia (2011).

ii - industry analysis

Based on the data from Euro Barometer (2011), Internet bandwidth in Estonia is one of the greatest in Europe, making the Internet widely available throughout the countryâ&#x20AC;&#x2122;s territory. In Tallinn, regardless of where one would be â&#x20AC;&#x201C; in the city centre, in a shopping mall or in a park â&#x20AC;&#x201C; there will always be a wireless connection available free of charge and not requiring any registration. The number of purchases made online has been seeing considerable growth since 2011, which reflects the active influence of online shopping on Estonian consumers. Apart from that, customers keen on shopping for clothes and other items offered during promotion campaigns or on otherwise favourable conditions often browse special price scan websites (Estonian Consumer Union, 2011). The global economic crisis of 2008 has had a rather adverse impact on the leisure sector in Estonia and its consumers, which respectively made them less enthusiastic and positive about their future and wellbeing. As people lacked confidence about their financial status, their involvement in various leisure activities became less frequent. According to Statistic Estonia, the main expenses of Estonian economy consist of social security, which has increased by 2% in the course of economical crisis, but after the recession, in 2010, the amount of paid benefits has stabilized (2011).

aim & objectives

iii - promotional tactics

AIM The aim of this campaign is to take the brand to the Estonian market by opening the first Baltic TOPMAN store in 2016, using an innovative and fully integrated promotion strategy scheduled for three months, which is going to help the brand achieve success in the new market. OBJECTIVES I – Make a successful presentation of the brand in Estonia and stimulate attention towards the launch of the new TOPMAN by means of a complex promotion methodology that involves various promotion tactics. II – Boost brand awareness in the new market through successful implementation of the planned in-store and online tactics throughout the entire duration of the promotion strategy. III – Motivate the target audience to start a conversation with TOPMAN by means of using innovative promotion tactics in social networks to express the core values and ethos of the brand.

social media campaign

iii - promotional tactics

Social media platforms are very important for TOPMAN in view of the extensive use of social network by the brand, which identifies its target consumers as modern young men who use the Internet and, respectively, social networks a lot. For a brand like TOPMAN, social networks are the primary foothold for promotion and developing consumer relations; for many years, these were helping the brand develop its strong image, so these facts are definitely to be taken into consideration as TOPMAN targets the new market. In order to draw as much attention from the target audience as possible, the brand must make active use of the benefits of social media and integrate those into the promotional strategy. The whole strategy of social media will be subordinate to the goal of letting the brand communicate effectively with the target audience, raise awareness, as well as successfully enter the new market. The first step of the social media strategy will be the announcement of the new TOPMAN store opening in Estonia, which is going to be published through all social media platforms of the brand. The first notice of expansion into the new market will be posted on FACEBOOK, as this social network is where the brand has the largest number of followers, and also because FACEBOOK is more popular in the Baltic Countries, according to Newsec (2012). Thus, it is anticipated that this announcement is going to reach out for the maximum share of the brandâ&#x20AC;&#x2122;s target audience in Estonia. Moreover, FACEBOOK is very popular not just in the Baltic States, but, in particular, with the male population, as young men mostly use FACEBOOK on a regular basis. However, INSTAGRAM is also a quite powerful social media platform in terms of promotion, as TOPMAN also has a decent amount of INSTAGRAM followers (389K) from all over the world, including Estonia. After the announcement of the new store opening in Estonia, FACEBOOK will mostly be used for promoting the product range and link sharing, whereas INSTAGRAM will yield an opportunity to utilise consumer-generated media. 29

online advertising

iii - promotional tactics

The main objective of online advertising is to act in concert with other promotional activities, supporting printed advertisements in order to gain more brand awareness, as well as encourage potential consumers to visit the new TOPMAN store. Online adverts, just like printed ads, will be developed to tell the story of the brand and deliver a message that TOMPAN is bound to enter the market soon. Apart from that, online advertising will also emphasize the brandâ&#x20AC;&#x2122;s clothes directly, so that consumers who already saw TOPMANâ&#x20AC;&#x2122;s printed ads but have not yet visited the new store would eventually become interested enough to pay a visit to the shop. Thus, online advertising is going to be the ultimate trigger of a kind, introduced to impel potential customers to visit the new TOPMAN store in Estonia. Advertisement samples provided below are focused on clothes alone and look minimalistic enough to make the product stand out, so that consumersâ&#x20AC;&#x2122; attention would stay focused on clothes as well. If a consumer finds the clothes depicted in one of the banners in social networks to be attractive, a single click on the banner will redirect the user to the official TOPMAN online store for a detailed view of the entire available range of clothes. If still reluctant to place an online order, a customer will be welcome to visit the new TOPMAN store and purchase the desired product there. This is due to the fact that Estonian male consumers prefer to shop for clothing in-store, rather than online. As it was identified at an earlier stage, Estonian male consumers first do a research online, and then come to a store to try the selected clothes on and buy it if they like what they see. This type of online banners will appear on a selection of online platforms, including: I - Postimees.ee II - Mail.ee III - Facebook.com IV - Soundcloud.com

V - Ebay.com VI - Maaleht.delfi.ee VII - Kroonika.ee VIII - Draugiem.ee

iii - promotional tactics

These web pages are considered as the most popular amongst the Estonian male consumers. Therefore, they are able to reach a large audience, due to the fact that all these websites represent different areas. Moreover, these online pages are not fashion-focused, because Estonian male consumers are more conservative, and largely do not visit fashion-only platforms, rather preferring lifestyle, music, e-mail and other social platforms more than fashion-andtrend-only focused media. As it was mentioned before, these online advertisements will be also uploaded to FACEBOOK, and also linked to an INSTAGRAM page. Apart from that, TOPMANâ&#x20AC;&#x2122;s FACEBOOK page is going to announce a competition to support the opening of the new store in Tallinn. The online contest banner provided below is going to be published along with detailed terms and conditions of the contest. Participants will have to like and share the competition post, tag 3 friends and comment on the 3 clothing items that the participant would take to a desert island, explaining the reasons. The contest is going to last for 10 days and will result in the selection of the most interesting and creative comment, whereas the author thereof is going to be pronounced the winner of this contest and be granted a 150 EUR shopping spree with a personal stylist at the new TOPMAN store. The terms and conditions are rather simple, which will attract a greater number of participants and increase awareness of the expansion of TOPMAN into the new market. Moreover, the brandâ&#x20AC;&#x2122;s INSTAGRAM profile will publish exclusive behind-the-scene videos, as well as backstage images of future campaign photo shoots. Images and videos will be published on FACEBOOK and INSTAGRAM using the special hashtag #SUITUP, to encourage potential consumers to share their photos and give TOPMAN an opportunity to trace the popularity of this online competition in Estonia.

iii - promotional tactics

FIG 5 - TOPMAN SS 16/17 campaign advertisement.

iii - promotional tactics

FIG 6 - TOPMAN SS 16/17 campaign advertisement.

iii - promotional tactics

FIG 7&8 - Visual representation of online advertising.

iii - promotional tactics

FIG 9&10 - Competition banner and its further use in the contest announcement on FACEBOOK.

print advertising

iii - promotional tactics

This promotion campaign is going to involve the development of a series of printed ads, which will be mutually linked and integrated with other promotional tactics. The format, however, is going to differ slightly, depending on the media where a specific advertisement is published, so that the material would remain relevant and interesting to consumers. THE MESSAGE OF PRINT ADVERTISEMENTS Print advertisements will be quite minimalistic and sleek, developed to suit the audience of the Baltic States, which is influenced by the Scandinavian countries. Not only Estonian, but Baltic consumers in general prefer minimalism to flamboyance; they usually combine no more than 2 colours in their attire and use minimum accessories. Therefore, the advertisements must be easy to understand; clothes must be clearly visible, without making customers search for details between the lines, as Baltic consumers do not enjoy having to guess anything when it is about clothes and like it when the message is clear. TOMPAN has its own aesthetics, promoted by the brand by means of creating a broad range of contemporary and stylish menâ&#x20AC;&#x2122;s basics designed clothing in high quality materials and patterns that can be worn season after season, reflecting the fashion tendencies. Despite the fact that printed advertisements will be tailored to suit Estonian male consumers, these are also going to illustrate the brandâ&#x20AC;&#x2122;s identity and core values of TOPMAN, matching the brandâ&#x20AC;&#x2122;s style to the most extent. Apart from that, despite the wide range of clothes and accessories, TOPMAN does everything in a steady manner, and it is not characteristic of the brand to produce something extraordinary and over-the-top; it is by no means a loudcoloured fashion-oriented brand, the product range of TOPMAN is rather more mainstream and comprehensive to most costumers.

iii - promotional tactics

Printed adverts will attract the attention of Estonian male consumers with minimalistic design and will be addressed to this consumer group in a dedicated manner. An important factor here is the element of individuality, which makes sure that a customer who sees the printed advert would find it appealing. Every printed ad is going to ask a direct question – “ARE YOU READY TO SUIT UP”? The story behind this question is that TOPMAN’s offer to Estonian male consumers upon entering the new market will be to “Suit Up” and consequently upgrade their look, style and wardrobe, supported by the vast product range provided by TOPMAN. This question, paired with the overall design of advertisements, is going to make TOPMAN’s advertising campaign more exclusive and support the brand’s core values. Apart from that, the combination of this question, asked in printed media, and the special hashtag specified above is going to reinforce the association with social media and represent TOPMAN as technology-savvy and innovative, which is indeed one of the brand’s core values. It is very important for the first contact with the target audience to let consumers grasp the entire value range of TOPMAN at once, familiarise themselves with the brand’s history and style and comprehend its image and ethos. Apart from that, the rhetoric question asked by print adverts will motivate consumers to start a dialogue, which will conduce their integration with the brand. Thanks to the fact that the images used for printed ads will be a statement of a kind, these will burst upon the eye, in spite of the simplicity of design, and will definitely not go unnoticed. In this manner, printed advertisements, along with all other tactics, are intended to raise brand awareness and spark consumer discussion around TOPMAN.

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Printed advertisement will be published as a double-page spread, so that more sets of clothes could be demonstrated. Thus, customers will have a better idea of the kind of clothes offered by the brads and the product range thereof. The first printed advert is going to be published in the magazines specified below. MAGAZINE SIRP KITARR KROONIKA DIGI MUURILEHT

AUDIENCE A, B AND C1 young and creative professional males. 20-30 aged men, intrested in music and entertainment. Young and educated people, interested in new releases. A, B AND C1 technology savvy young men. 20-something men, interested in cultural events.

CIRCULATION 6,100 12,250 55,700 11,600 27,300

FIG 11 - Estonian print publications, which will contain TOPMAN adverts.

Placement of printed advertising materials in different magazines was opted for in view of the fact that Estonian male consumers are quite diverse in terms of printed and social media preferences, such as SIRP, KITARR, MUURILEHT, DIGI, KROONIKA, FACEBOOK.COM, OHTULEHT.EE, POSTIMEES.EE SOUNDCLOUD.COM, DRAUGIEM. EE, MAIL.EE. AND MAALEHT.DELFI.EE. These publications target a great variety of male consumers within the same target age range of TOPMAN, so these are going to be a great asset for the brand in terms of reaching out to target consumers.

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FIG 12 - Visual representation of print advertising.

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FIG 13- Visual representation of print advertising.

outdoor ADVERTISing

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BUS STOP BANNER ADVERTISING A detailed research has revealed that advertisements placed at bus stops are one of the most efficient, especially if the goal is to reach out to target consumers in Estonia, given their age and lifestyle. According to the data provided by EuroXetra, 78% of consumers perceive such advertisements in a positive manner, as these brighten up oneâ&#x20AC;&#x2122;s everyday life to an extent and make it more interesting. A person waiting for a bus will definitely pay attention to an advertisement, as it is, at any rate, more attractive than a plain wall. Apart from that, vehicles in Estonia are rather expensive, so public transport is one of the primary means of transportation, especially for people within the age range of 16 to 26, who comprise a major share of TOPMANâ&#x20AC;&#x2122;s target audience. Estonia holds the second place in terms of smartphone ownership among the Baltic States, with 48% smartphone users employing the Wi-Fi function, which is a very high index for the Baltic Countries. Moreover, this number suggests that the usage of hashtag #SUITUP for advertising is going to yield increased popularity, as young people who see the advertisements by TOPMAN will most likely want to look it up in social networks as well. According to the research, about 46% of people respond positively to outdoor advertising, as such advertisements are usually rather large and therefore unlikely to be unnoticed. As to bus stop banner advertising, however, such advertisements are guaranteed to be notices, as people spend 2 to 7 minutes at bus stops, waiting for the transport to come. Due to that, a person has ample time to see the advertisement and examine it properly. This increases the probability that a person will respond to this advert at a later stage. 41

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All these data, obtained in the course of the study, strongly suggest placing advertisements at bus stops in Tallinn, because, as it was identified before, such advertising can help target the necessary range of consumers for TOPMAN.

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FIG 14&15 - Visual representation of bus stop banner advertising.

store launch

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TOPMANâ&#x20AC;&#x2122;s expansion into the Estonian fashion market will include a brand new store launch in the capital city of Tallinn. Estonian market is the most progressive market in the Baltic states, therefore Tallinn, the Estonian capital, is a good location for the launch of the first ever TOPMAN store in the territory of the Baltic states. The new store will reflect the ethos, as well of core values of TOPMAN. As for the retail design concept, it will involve the brand values of integrity, excellence, innovation and style, letting each customer delve deep into the TOPMAN atmosphere and get high-quality shopping experience, thus maintaining the brandâ&#x20AC;&#x2122;s competitive performance and flawless reputation. Please refer to a separate Store Proposal document for a more broad and detailed description of this tactic.

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FIG 16 - Visual representation of TOPMAN store interior in Tallinn.

ADVERTISING STORY

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WHAT IS THE STORY BEHIND THE ADVERTISING CAMPAIGN? A young man, eager to look as best as he can, not just at major events but in everyday life as well. This is the story of a person willing to be modern in every aspect without having to spend vast amounts of time for the sake of it. The story behind TOPMAN’s advertising campaign links closely with the brand ethos, as TOPMAN products are great in terms of both style and quality, while sets of clothes picked from the brand’s vast product range look as if the wearer spent a lot of time to assemble a harmonic ensemble like that.

target audience

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WHO IS IT TARGETED AT? Printed advertising will be mainly aimed at 16-26 year old Estonian male consumers, who are showing an increased interest towards clothing and accessories, fashion and trends, fitness and grooming. At the same time, these consumers are technology savvy, as they regularly use their smart phones and tablets, in order to constantly stay connected. These consumers are reading various blogs, have a â&#x20AC;&#x153;listâ&#x20AC;? of favourite musicians, read different lifestyle magazines and follow famous athletes on social media, in order to have a starting point for creating their unique sense of style. More detailed description of target audience is available in the consumer segmentation part of the report. Despite the fact that outdoor advertisements by TOPMAN are going to target the specific customer audience referred to above, these will also appeal to other people, that is, women and older generations. Minimalistic, aesthetic and neat, these advertisements are expected to be visually appealing for both the target audience and for a broader and more diverse population group, which would cause positive emotions in Estonian consumers and generate a word of mouth, causing greater awareness. Thus, TOPMAN is going to spread its name across Tallinn.

strategy schedule

Promo tactic Social media announcement contatining the information about openning new store in Tallinn. Promotion of Topman store in Estonia via social media platforms. Store launch banner will be added to brand website and social media channels. Store launch content updated on social media. Print advertising. Outdoor advertising posters will be placed at bus stop banners around Tallinn. Brand ads will be released in local magazines. Send out the press pack with press release about launching in Estonia. Send out the press release to chosen mediums about the contest. Social media contest for a chance to win 150 euro shopping spree. Store launch invitation will be sent to mailing list. Store opening. Promotional store activities on a launch day. Send press releases to chosen mediums about innovative store design to promote the brand further. The press releases will tell consumers about the store design, who were unable to attend the store launch day. Subscription offering to website visitors from Tallinn. E-Mail marketing.

Beginning date 01.06.2016

Completion date 10.06.2016

01.06.2016

31.08.2016

01.06.2016

31.08.2016

01.06.2016

31.08.2016

01.06.2016 01.06.2016

31.08.2016 31.08.2016

01.06.2016

31.08.2016

10.06.2016

12.06.2016

13.06.2016

15.06.2016

25.06.2016

24.07.2016

01.07.2016 01.07.2016

ONGOING 01.07.2016

14.07.2016

25.07.2016

31.08.2016

01.08.2016

31.08.2016

FIG 17 - Promotional strategy schedule.

mailing list

Name of platform Ecolicious WelcomeToMyNarnia Dagmar Linnu Veoautonoomia Eesti Mes Amanjeda

Platform Blog Blog Blog Blog Website Website

Contact name Evama Nanuuaka Konste Naar Dagmar Linnu Hamma Sratastool Gunnar Sorensen Katin Kuldma

FIG 18 - Mailing list.

success monitoring

In order to track and monitor the success of this promotional campaign, as well as each tactic separately, several analytical procedures will be employed. The press coverage will be observed on a daily basis, with an aim to detect the mention of TOPMAN expansion in various sources, including news features and articles. As for the online advertising and social media environment, these areas will be measured with the help of special monitoring programs, including STATIGRAM and GOOGLE WEBSITE OPTIMIZER. Both analytical programs will be used on a regular base. The first program will measure the use of #SUITUP hash-tag, as well as the amount of â&#x20AC;&#x153;LIKE and SHAREâ&#x20AC;? clicks, regarding the social network promotion. The second program, GWO, will also help to collect the data regarding the number of likes and shares on FACEBOOK, in order to understand how rational is the promotional campaign towards the target audience and what their impressions are. Also, the use of GWO will measure the efficiency of general marketing and promotional communications strategy. The number of store visits will be monitored with the help of technology via special thermal frames, as well as weekly in-store sales records.

conclusion

The main objective of this promotion strategy is to raise brand awareness in the new market and demonstrate the brand’s values and ethos in an innovative manner, in order to support the launch of the first TOPMAN store in the Estonian market. TOPMAN’s official pages in social networks helped the brand develop a formidable and cohesive promotion strategy. Thanks to the already established relations with its target audience, TOPMAN has a great opportunity to use innovative advertising tactics along with more traditional promotion methods. All promotion tactics, addressed in detail in different sections of this project, are going to complement one another, resulting in a successful integrated campaign that will help the brand make an expansive statement of itself, both online and offline. Moreover, all tactics were developed considering the needs, preferences and leisure habits of the target audience, also encompassing certain other factors pertaining to their lifestyle, yielding an opportunity for the promotion campaign to become relevant and, eventually, successful. Usage of interactive tactics during the campaign is likely to motivate consumers to explore the brand and affiliate themselves with it at a later stage. Apart from that, this is going to conduce the development of loyalty between TOPMAN and its target audience. In turn, the provision of products and services that meet the needs and preferences of the target audience is going to support the core values of TOPMAN. Thus, ongoing implementation of these strategies along with maintained customer interaction is going to yield an increase in TOPMAN’s profits in the new market and improve the brand’s competitive performance in the long run. Implementation of a modern, innovative and integrated promotion campaign within a rather short period of three months is going to let TOPMAN retain the attention of media throughout the entire campaign and afterwards. Monitoring the results of TOPMAN’s progress in Estonia will also contribute to the development of new expansions strategies to use in new markets in the future, thus consolidating the brand’s reputation as a leading international menswear label.

REFERENCES

REFERENCES Arcadia Group. (2015). Topman target consumer. Retrieved from https://www.arcadiagroup.co.uk/about-us/our-brands/topman Baltic Business News. (2013). Retailers keep expanding in Estonia. Retrieved from http://balticbusinessnews.com/article/2013/7/24/ market-is-saturated-but-retailers-keep-expanding-in-estonia British Fashion Council. (2016). Newgen Scheme. Retrieved from http://www.britishfashioncouncil.co.uk/business-support-awards/NEWGEN-MEN Eurobarometer. (2016). Estonian economy after Euro initiation. Retrieved from http://rus.delfi.ee/press/mk_estonia/proshlo-pyat-let-iodin-mesyac-s-momenta-vvedeniya-v-estonii-evro-chto-izmenilos-za-eto-vremya?id=73572159 Eurobarometer. (2015). Importance of financial condition among Estonians. Retrieved from http://rus.delfi.ee/daily/estonia/ issledovanie-estonozemelcy-schitayut-samym-vazhnym-faktorom-bezopasnosti-finansovoe-polozhenie?id=71436889 Eurobarometer. (2015). Technological growth and popularity in Estonia. Retrieved from http://rus.delfi.ee/daily/euroopa/issledovaniev-pyaterke-estoniya-na-vtorom-meste-sredi-stran-evrooptimistov?id=66487934 Estonian Consumer Union. (2011). Estonian and the euro. Retrieved from http://ec.europa.eu/economy_finance/euro/countries/ estonia_en.htm Euromonitor International. (2013). Estonia in 2030: The Future Demographic. Retrieved from http://www.euromonitor.com/estonia-in2030-the-future-demographic/report Euromonitor International. (2015). Estonian Country Factfile. Retrieved from http://www.euromonitor.com/estonia/country-factfile Euromonitor International. (2016). Estonian retailing. Retrieved from http://www.euromonitor.com/retailing-in-estonia/report Euromonitor International. (2012). Consumer Lifestyles in Estonia. Retrieved from http://www.euromonitor.com/consumer-lifestylesin-estonia/report Hammerson. (2014). Zara to open new menswear flagship at Bullring. Retrieved from http://www.hammerson.com/media/press-releases/zara-to-open-new-menswear-flagship-at-bullring/ Hynes, K. (2013). Advantages of Topman. Retrieved from https://storify.com/KeaganHynes/topman-s-competitive-advantage Kanestri, I. (2014). Why the fashion industry relies on men? Retrieved from http://style.rbc.ru/news/style/2014/08/03/19000/ Mintel. (2012). Menâ&#x20AC;&#x2122;s fashion lifestyles. Retrieved from http://academic.mintel.com/display/590099 Mintel. (2011). Menâ&#x20AC;&#x2122;s spending habits. Retrieved from http://academic.mintel.com/display/690495 Newsec. (2012). Do you believe in Baltic recovery? Retrieved from lawin.com/files/baltic_market_property_report_2012.pdf Prentice, K. (2009). How people react to billboards. Retrieved from http://www.medialifemagazine.com:8080/news1999/june99/ news3614.html Porter, C. (2014). Boom or hype? The truth about menswear. Retrieved from http://www.ft.com/cms/s/2/f5d7f79e-f174-11e3-9161-00144feabdc0.html RBC Report. (2015). Market tendencies in the Baltic countries. Retrieved from http://style.rbc.ru/news/style/2014/08/03/19000/

Sanchez, M. (2012). Menswear brands and their online and offline marketing strategies. Retrieved from http://fashionbi.com/newspaper/menswear-brands-and-their-online-and-offline-marketing-strategies Saunter, L. (2014). The Global Menswear Boom. Retrieved from http://www.wgsn.com.libaccess.hud.ac.uk/content/board_viewer/#/55940/page/2 Sorin, K. (2015). Luxury brands must target new face of mass market: report. Retrieved from http://www.luxurydaily.com/luxury-brands-must-target-new-face-of-mass-market-report/ Statistic Estonia. (2016). Turnover growth of retail trade. Retrieved from http://www.stat.ee/277620/?highlight=retail Statistic Estonia. (2013). The growth in retail sector accelerated. Retrieved from http://www.stat.ee/65214/?highlight=estonian,economy,growth Trading economics. (2014). Estonian Retail Sales. Retrieved from http://www.tradingeconomics.com/estonia/retail-sales The World Factbook. (2013). Facts on Estonia. Retrieved from https://www.cia.gov/library/publications/the-world-factbook/geos/print/country/ countrypdf_en.pdf Wang, L. (2014). No Signs Of Slowing in the Global Menswear Market. Retrieved from http://www.businessoffashion.com/articles/fashion-show-review/signs-slowing-global-menswear-market Wikipedia. (2016). Current population of Estonia. Retrieved from https://ru.wikipedia.org/ wiki/%D0%AD%D1%81%D1%82%D0%BE%D0%BD%D0%B8%D1%8F Zillman, C. (2014). Undressing todayâ&#x20AC;&#x2122;s man: Menâ&#x20AC;&#x2122;s fashion enters a renaissance. Retrieved from http://fortune.com/2014/03/14/undressing-todays-man-mens-fashion-enters-a-renaissance/

IMAGES Artsthread.com. (2016). [Image]. Retrieved from http://www.artsthread.com/images/projects/bba4c9b2af1a5919cccb9449237ac21c.jpg Behance. com. (2016). [Image]. Retrieved from https://mir-s3-cdn-cf.behance.net/project_modules/1400/53d23631643753.565ab9c136b85.jpg Behance. com. (2016). [Image]. Retrieved from https://mir-s3-cdn-cf.behance.net/project_modules/1400/54caa731643753.565ab9c134819.jpg Behance. com. (2016). [Image]. Retrieved from https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/07d0b614797409.562892818256a. JPG Behance. com. (2016). [Image]. Retrieved from https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/27154914797409.562890e82dd39. JPG Devianart.net. (2014). [Image]. Retrieved from http://orig14.deviantart.net/2614/f/2014/352/4/0/white_marble_texture_by_hugolj-d8a93g7.jpg Fastcompany.com. (2016). [Image]. Retrieved from http://images.fastcompany.com/upload/MUNICH_Valencia_wideshot.jpg Flickr.com. (2016). [Image]. Retrieved from https://c1.staticflickr.com/7/6025/6015546451_72603c0fe5_b.jpg Geometria.ru. (2016). [Image]. Retrieved from http://files2.geometria.ru/pics/original/053/432/53432716.jpg7 Hansboodtmannequins.com. (2016). [Image]. Retrieved from https://www.hansboodtmannequins.com/images/uploads/retail_casualabstract.jpg Hairstylesg.com. (2016). [Image]. Retrieved from http://hairstylesg.com/wp-content/uploads/parser/mens-short-hairstyles-13.jpg Insales.ru. (2016). [Image]. Retrieved from https://static-eu.insales.ru/images/products/1/1260/62727404/A-158WA-1DF_4.png Lifehack.org. (2016). [Image]. Retrieved from http://cdn-media-2.lifehack.org/wp-content/files/2010/01/20100105-moleskine.jpg Luukmagazine.com. (2011). [Image]. Retrieved from http://www.luukmagazine.com/wp-content/uploads/2011/11/MMM_Beijing_7.jpg Lystit.com. (2016). [Image]. Retrieved from https://cdnb.lystit.com/photos/393f-2015/08/20/neil-barrett-grey-geometric-motif-sweatshirt-gray-product2-696355095-normal.jpeg Manuscriptdaily.com. (2014). [Image]. Retrieved from http://www.manuscriptdaily.com/wp-content/uploads/2014/08/Jac+-Jack-Strand-Arcade312.jpg Pinimg.com. (2016). [Image]. Retrieved from https://s-media-cache-ak0.pinimg.com/736x/ae/86/43/ae8643a6dfe6310144e81a589c96387a.jpg Shopify.com. (2016). [Image]. Retrieved from http://cdn.shopify.com/s/files/1/0531/8325/products/Stampd_Main_0011_White-Quilted-LeatherBackpack_4bb508c0-43b7-4865-94d0-cf5b1423201e.png?v=1415001197 Wallpaperup.com (2016). [Image]. Retireved from http://www.wallpaperup.com/uploads/wallpapers/2013/04/14/75327/big_ thumb_8c49d0e581a6a781bccbff178b052155.jpg Weareglobalnetwork.com. (2016). [Image]. Retrieved from http://www.wearglobalnetwork.com/resources/images/news_ media/0211203430000000800.jpg Yellowtrace.com. (2013). [Image]. Retrieved from http://assets.yellowtrace.com.au/wp-content/uploads/2013/11/Jac-Jack-Strand-Arcade-by-GeorgeLivissiani-Yellowtrace-03.jpg

APPENDICES

SWOT ANALYSIS STRENGTHS Affordable prices Easily located in towns and city centres Large variation of stock Online store Caters for fashion conscious men Topman client card Diversity of product with introduction of grooming line Fast rotation of stock, accommodates for seasonal and changes in trends WEAKNESSES No element of individuality as product goes ‘mainstream’ Can seem young, so not effectively targeting their entire consumer segmentation Because it is mainly located inside Topshop, it is not seen as its own brand Not enough promotional material to advertise the General Store OPPORTUNITIES Room for expansion as could take on its own store format Technological Advancements In store and Online Young people are beginning to spend more of their disposable income on clothing The rise of metro sexuality has led to an increase in sales of grooming products and apparel Social Networking as free promotional marketing THREATS Competition from rising independent brands Many high street brands are copying Topman’s designs and selling for cheaper

PEST ANALYSIS

POLITICAL As of today, the retail sector enjoys an ever-increasing influx of consumers, which conduced the appearance of new shopping malls and reconstruction of the existing ones. This trend is best visible in Tallinn, as confirmed by active extension of shopping destinations. More flexible taxation policy as compared to other Member States of the European Union makes it much easier for foreign investors to join the Estonian market. In the course of the economic crisis of 2008, the government of Estonia has introduced certain amendments to financial legislation in order to balance the national budget and improve the overall wellbeing of its citizens. These amendments have circumstantiated positive prospects for the development of Estonian economy. Favourable conditions for economic growth were also facilitated by the financial aid provided to Estonia by the European Union. ECONOMICAL Estonia has joined the European Union in 2004 and was the first Baltic country to introduce Euro as the official currency. The countryâ&#x20AC;&#x2122;s economy is very up-to-date, flourishing mostly due to profits in the industry of telecommunications and electronics. The highest economic growth rate is displayed by the capital city, Tallinn. Estonian economy is growing steadily, yet still depends on certain issues pertaining to the fluctuations of the Euro currency. Market segments like textile and clothing also constitute an important share of the national economy, yielding 10% of annual profits. Estonia performs well in exporting its textile products abroad, especially to the Scandinavian countries.

SOCIAL The global economic crisis of 2008 has had a rather adverse impact on the leisure sector in Estonia and its consumers, which respectively made them less enthusiastic and positive about their future and wellbeing. As people lacked confidence about their financial status, their involvement in various leisure activities became less frequent. the main expenses of Estonian economy consist of social security, which has increased by 2% in the course of economical crisis, but after the recession, in 2010, the amount of paid benefits has stabilized. TECHNOLOGICAL Internet bandwidth in Estonia is one of the greatest in Europe, making the Internet widely available throughout the countryâ&#x20AC;&#x2122;s territory. In Tallinn, regardless of where one would be â&#x20AC;&#x201C; in the city centre, in a shopping mall or in a park â&#x20AC;&#x201C; there will always be a wireless connection available free of charge and not requiring any registration. The number of purchases made online has been seeing considerable growth since 2011, which reflects the active influence of online shopping on Estonian consumers. Apart from that, customers keen on shopping for clothes and other items offered during promotion campaigns or on otherwise favourable conditions often browse special price scan websites.

COMPETITOR ANALYSIS TABLE

BRAND

H&M

ZARA

RIVER ISLAND

MARKETPLACE The brand is quite affordable, as the main goal of H&M is to produce fashion forward and trendy apparel, as well as keep the quality without increasing the product price. The band targets a rather wide age range, from 16 to 35, ensuring that a lot of men will be able to find something suitable.

The brand targets men aged from 16 to 30, who dress in a certain manner, which can be described by using keywords sleek, sharp. The brand is quite trend focused, producing off-the runway apparel.

The target audience of the brand is aged from 18 to 35. River island is mainly aimed at technology savvy and fashion admiring men, which is reflected through the keywords: colourful, trendy, young and party animal.

STRENGTH Secondary lines of merchandise help the brand to widen the target audience, by presenting new styles. Also, by collaborating with high-end fashion houses the brand gives consumers an opportunity to acquire an exclusive garment. Designer collaboration have made H&M an internationally popular brand, as well as made it quite strong in the social media. The brand is very accessible, with a lot of international stores, which have become a trademark. H&M is quite integrated, as it strongly controls both, in-store and online campaigns. The brand operates quite successfully using both in-stores and online retail environment. The website contains a look book, which is aimed to motivate and inspire the target consumers. The in-store environment is very spacious and chic, which makes a shopping experience more comfortable and relaxed. Zara has a good range of apparel, with a very affordable and stylish basic range. Also, the company is able to produce a fresh clothing selection in a matter of weeks, which makes Zara very trend focused and up-to-date. The brand pays a lot of attention towards its target consumers, which allow River Island to understand their needs and consequently engage with them. River Island has a magazine, which is closely linked between the store and online shopping website, in order to motivate and positively influence young male consumers. The brand focuses on the in-store visual merchandising, to ensure that the RI values are comprehensive. Also, there are secondary lines of merchandise, which are relative and appealing to consumers.

WEAKNESS The weak side of the brand is mainly visible throughout the online website. The shipping of apparel can sometimes take more time, than competitor online stores. Menswear selection is quite limited, which showcases that the main consumers is a female. More exclusive clothing ranges are much more expensive, than the rest of the assortment. Free shipping is only available after spending an even amount of money, while the products are priced with â&#x20AC;&#x153;.99â&#x20AC;? strategy, which may result in the lack of consumer interest. Despite its successful retail features, the brand lacks the social network presence, which negatively influences the branding throughout the online media.

CURRENT MARKETING MIX PRODUCT They have a variety of different ranges within stores to accommodate for their target market. TOPMAN ensure that there is stock that is seasonal and trend led, as well as always offering a basics range. With every range of stock they release, they have a variation of different patterns, colours and prints which again are seasonal. PLACE TOPMAN sell through a few different distribution channels including their own stores, mostly located inside a TOPSHOP, as well as selling a large selection of stock on-line through their high performance website. They also sell through Debenhams, a department store, which often attracts a new type of consumer. Recently, Arcadia group have been globalising as a brand, and now TOPMAN offer product to an overseas market in America, Australia and across Europe. PRICE The pricing strategy is always made affordable for their target audience who have little disposable income; however with it being the most popular high street store for young males, it means prices can be higher than its competitors PROMOTION TOPMAN continue to produce the same portrait-style marketing campaigns to carefully show items of clothing and demonstrate outfit ideas. The campaigns are shown on big boards in store, magazines and across the Internet. TOPMAN rely heavily on social media for promotions, however there is room for improvement. With student offers and deals, they manage to secure more sales. A lot of big cities take part in a 20% off day whenever the student loan is received Due to their advertising campaigns constantly taking the same stylistic approach, there is no buzz around their marketing. Although their promotional activity and discounts are helping to secure sales, their advertisements arenâ&#x20AC;&#x2122;t new and exciting.

promotional strategy by boriss novikovs