TOPMAN STORE PROPOSAL

store proposal BORISS NOVIKOVS

University of Huddersfield School of Art, Design and Architecture Department of Design TOPMAN STORE PROPOSAL 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 INTRODUCTION

contents

AIM AND OBJECTIVES I - COMPETITOR ANALYSIS - 8 ZARA STORE ANALYSIS - 9 H&M STORE ANALYSIS - 10 RIVER ISLAND STORE ANALYSIS - 11 II - BRAND ANALYSIS - 12 CORE BRAND VALUES - 12 TARGET CONSUMERS - 13 MARKET POSITIONING - 14 III - STORE PROPOSAL - 15 DESIGN OVERVIEW - 15 STORE LOCATION - 16 STORE CONCEPT - 19 IV - STORE DESIGN - 22 STORE OUTLINES - 22 RETAIL FURNITURE- 23 FITTING ROOMS - 28 STORE FEATURES - 30 CONSUMER JOURNEY - 31 V - STORE ARRANGEMENT - 32 WINDOW DISPLAYS - 32 VISUAL MERCHANDISING - 34 PACKAGING - 35 IN-STORE MUSIC - 36 STORE LAUNCH ACTIVITIES - 37 VI - STORE PERSONNEL - 38 PERSONNEL STANDARDS - 40 PERSONNEL AMENITY - 41 CONCLUSION REFERENCES 4

contents

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introduction 6

This document describes the proposed plan for TOPMAN’s expansion into the Estonian fashion market with 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 brand’s competitive performance and flawless reputation.

AIM & OBJECTIVES

AIM Design of the new store is going to deliver a message of the brand’s core values and ethos style and innovation in a retail environment, where customer will have access to full-fledged and modern shopping experience.

OBJECTIVES I – Ensure high quality of customer service and care II – Through the interaction of online and offline tactics, create an atmosphere that would deliver unique brand experience III - Create a retail space that will lead to customer acquisition

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COMPETITOR ANALYSIS

i - competitor ANALYSIS

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The research involved an analysis of stores operated by the primary competitors TOPMAN is about to face in the new Baltic market, including brands like River Island, Zara and H&M, in order to determine the ways competitors express their core brand values, ethos and message through their retail setting, as well as how they communicate with their target audience. A thorough research of the Estonian market has revealed the strong and weak points of other brands, which is going to let TOPMAN create an innovative and competition-resistant business space in the new market. Store description was based on the key features of each competitor, in order to help TOPMAN maintain a favourable business position in Estonia.

ZARA STORE ANALYSIS

i - competitor ANALYSIS

The store design concept employed by ZARA resembles a spacious boutique, thus accentuating the core values of the brand, which includes being sleek, sharp and on-trend. The primary colour palette used in the interior design of a ZARA store consists of the classical white and black, which is in tune with the target audience comprised of creative and stylish young consumers. The brand’s retail space is free of any partition walls, which creates a light and unencumbered atmosphere and allows opening the shopping floor to the maximum.

Mannequins form interesting installation and are mostly located in the central section of a store. The overall store environment is chic and spacious, which is very comfortable for consumers, as it provides a very relaxed shopping experience.

FIG 1 - Image of Zara store, demonstrating interior and visual merchandising.

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H&M STORE ANALYSIS

i - competitor ANALYSIS

FIG 2 - Image of H&M store, demonstrating interior and visual merchandising.

Retail spaces of H&M are designed in a minimalistic style, involving lots of white details and emphasized elements, highly reflective of the brand’s Scandinavian origins and its identity. Product range is very consistent throughout the H&M store and presented using attractive stands and mannequins, showcasing various combinations of H&M apparel. Apart from that, the in-store merchandise is placed in a way that emphasizes the core values of H&M, including style, trendiness and accessibility. Thanks to the minimalistic interior design, all clothes are highly visible, which is a distinct feature of the brand’s retail spaces that follow its unique style.

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RIVER ISLAND STORE ANALYSIS

i - competitor ANALYSIS

Shop design is reflected perfectly by the brand’s personality: a colourful, young and trendy party animal. River Island stores are always designed with lots of accentuations, for instance brick walls, metal frames and eye-catching luminous signs, demonstrating the brand’s obsession with urbanistic style and aesthetics. Mannequins and other in-store merchandise displays are industrially treated and feature neon-tube lighting, which contributes to the design concept of the entire store. Apart from that, a River Island store is, to an extent, a synergy of modern and vintage trends. This effect is achieved through the usage of bright-emphasized elements along with antique fittings. Apart from that, these stores feature various installations in combination with popular dance music, letting visitors delve deep into the brand’s aesthetics.

FIG 3 - Image of Zara store, demonstrating interior and visual merchandising.

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core brand values

ii - brand ANALYSIS

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.

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.

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. 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.

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target consumers

ii - brand ANALYSIS

FIG 4 - Consumer mood board representing target audience of TOPMAN.

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. However, three primary consumer groups were identified during the research: Modern Students

Young Professionals

Metrosexuals

Even though these consumer groups differ greatly in terms of features and lifestyle, they share the same desire to be stylish and modern, due to the growing interest of male consumers towards menswear and their appearance. Moreover, these consumers are technologysavvy due to their appreciation of smartphones and tablets, which they use every day in order to stay connected. Detailed descriptions of each group are provided in the main promotional strategy report.

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market positioning

ii - brand ANALYSIS

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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.

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.

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.

design overview

iii - store proposal

This store is going to conduce communication between the brand and the target customer, which will help build a strong personal relationship and make TOPMAN into a successful and well-functioned retailer in the new market. The new retail destination is going to reflect the brand values of TOPMAN. As the new store will reflect the identity and ethos of the brand, it will attract potential consumers, in order to acquire more customers, as well as allow them to go through an unforgettable shopping experience. Apart from that, these special traits of the brand are also going to be delivered through other promotional tactics, which will be implemented both online and offline for the purpose of promoting the newly opened TOPMAN store in Estonia.

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store location

iii - store proposal

The new TOPMAN store will be located in Kristiine Shopping Center, which is one of the biggest shopping centres in Estonia in terms of the number of shops, as well as the second largest shopping centre in Tallinn. Kristiine Shopping Centre was opened in 1999. The first extension was built in 2002 when the centre was extended by 17,000 m2. In 2010, a second extension was completed providing another 13,600 m2 of new space.

In total, there are about 170 shops on the 43,700 square metres of retail premises. Kristiine has about 100 different fashion stores and 18 excellent restaurants and cafĂŠs. Located on one of the main roads close to the city centre of Tallinn, Kristiine enjoys a wide catchment area and excellent transport connections. Kristiine attracts daily approximately 20,400 customers.

The TOPMAN store will be located next to the local competitor stores, including Reserved, New Yorker, H&M, Seppala and Jack and Jones, which attract a similar consumer group. As the new store will be located in Kristiine, (which is very popular amid youth) it will help TOPMAN to successfully operate and compete in the new marketplace.

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iii - store proposal

FIG 5 - Kristiine Shopping Center floor plan with possible location of TOPMAN store.

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iii - store proposal

FIG 6 - Visual representation of TOPMAN store interior in Tallinn.

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store concept

iii - store proposal

In order to make it comfortable for customers to find their way around the store, ample retail spaces were provided for. In view of the relatively small size of the upcoming TOPMAN store, it is extremely important to design the shop floor in a way that would still make it seem spacious enough and enable it to deliver the brand’s values to the fullest, despite the modest dimensions.The concept of this store is going to be a perfect reflection of the entire essence of TOPMAN, allowing customers to embrace the brand’s atmosphere.

The main objective of the design is to represent the TOPMAN style with elements of geometric shapes. Geometry in the shop’s interior design will be showcased through the furniture where the clothes are going to be displayed. Apart from that, the product range will be divided into several dedicated areas, which will provide additional comfort while getting around the shop and might be conducive to sales.

The TOPMAN store in Tallinn will be styled after Minimal Art. This is supported by the fact that Estonian consumers are keen on interiors influenced by Scandinavia. This concept can be regarded to as an introduction to a more detailed description of the upcoming TOPMAN store. The following material includes a store mood board, which showcases the visual idea of the store concept.

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iii - store proposal

FIG 7 - Visual representation of TOPMAN store interior in Tallinn.

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iii - store proposal

FIG 8 - Visual representation of TOPMAN store interior in Tallinn.

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store outlines

IV - store design

In order to create a well-functioned retail space, which reflects the brands identity, a special interior design was contemplated, which would follow the minimalism style, influenced by the Scandinavian interiors. Walls and ceilings will be finished in white, which is going to ensure visual expansion of the store’s relatively small area and accentuate the clothes offered here. The floor of the store is going to be decorated with marble textured panels.

In order to avoid resemblance of a medical institution, the shop is also going to feature tall mirrors shaped after various geometric elements and polygon-shaped furniture, which will make the interior design stylish enough to suit TOPMAN. There will be two types of clothing rails. First, sleek and sharp-edged standing rails and second, similarly designed wall-mounted rails. The rails will be made of metal and painted in black. Wooden pedestals are going to be white, to suit the shop’s wall and ceilings, yet, inasmuch as this element is going to be emphasized, the surface thereof will have a marble texture matching the floor texture.

In view of the fact that Estonian customers prefer more reserved colour combinations, which is influenced by the Scandinavian countries, such design could show the shop’s visitors that TOPMAN, being a rather versatile brand, cares of its customers and strives to be appropriate to the audience.

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retail furniture

IV - store design

The shop’s interior design will demonstrate a custom made furniture and dÊcor, which are relevant to the store design concept. The colour palette, consisting of white, black and grey, supplemented with white marble texture will be a perfect match for the Scandinavian style.

Marble textured floor, polygon shaped mirrors and wooden pedestals are going to comprise the emphasized element of the interior design, in the image of minimalistic style. Black coloured metal railings will add sharpness and edginess to the interior. Application of these accents in the design is going to help attract the attention of target consumers, which will result in higher sales and profit.

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IV - store design

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FIG 9 - Visual representation of TOPMAN store interior in Tallinn.

IV - store design

FIG 10 - Visual representation of TOPMAN visual merchandising in Tallinn.

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IV - store design

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FIG 11 - Visual representation of TOPMAN store interior in Tallinn.

IV - store design

FIG 12 - Visual representation of TOPMAN visual merchandising in Tallinn.

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fitting rooms

IV - store design

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Fitting rooms are very important for a store; these are places where people try their new clothes on, so the conditions these provide must be most comfortable and pleasant to be in. The furniture located next to the changing rooms is not just going to display the clothes, but will also serve as a seating area, thanks to its soft-finished ledges.

TOPMAN is an innovative brand, thus it will implement this feature into the design of changing rooms. Mirrors installed in the fitting rooms will be equipped with unique touch monitors that a customer can use to inform the sales assistant that a different size is required, without even leaving the changing room. In case the customer is satisfied with his choice, the purchase can be paid right from the fitting room, using the same touch screen, without the need to queue. The store assistant will control this process with an iPad. Apart from that, there are going to be side mirrors, so that the customer could seem himself from every quarter. This innovative technological feature will help to enhance the level of consumer satisfaction, as well as make the whole shopping experience more comfortable.

IV - store design

FIG 13 - Visual representation of technological fitting rooms.

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store features

IV - store design

Estonian consumers are active users of mobile devices. Therefore, a free internet connection, available for all customers of the new TOPMAN store, will positively affect technology savvy consumers.

Thanks to the customers’ ability to access their social media accounts and share their shopping experience instantly, this feature could help the brand develop closer relations with its customers, as well as highlight and enhance the innovative aspect of the store.

Moreover, customers will also be able to familiarise themselves with the entire range of TOPMAN products while in the shop by easily visiting the online store through a free wireless connection.

Launch of the new store will be supported by an online feature, the click+collect service. This service will maximize a customer’s interaction with the brand, allowing the customer to experience not only the online shopping, but also the in-store process. To support and additionally promote the launch of the store, every customer who uses the click+collect service during the first month of the store’s operation is going to be granted a special discount of 10% on everything.

Clothes tags will also uphold the technological and innovative aspect of the shop, as these are going to bear a special QR code. Having scanned such tag with a smartphone, any customer can watch a short video that shows how these clothes look on a model. Thank to this feature, busier customers can save time, which could help the brand enhance the level of consumer satisfaction and increase sales.

Each customer will be eligible to obtain a TOPMAN loyalty card, which will be used to accumulate bonus points. These bonus points, added to the card’s user profile each time a purchase is made, both in-store and online, can then be used to get additional discounts.

The members of staff will also benefit from the free Wi-Fi, as it will help them to perform in a more comfortable and productive manner.

By using a free Wi-Fi, sales assistants will be able to control the stock immediately, without entering the stock room and having the client waiting.

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consumer journey

IV - store design

The customer store visit aims to last from 15 to 30 minutes, depending on the purpose of the visit. Emphasized elements of the interior design, i.e. wooden polygon-shaped pedestals, will be situated in the centre, which will attract customer attention and make them stay in the shop for a longer period of time.

The first thing a customer is going to see after entering the shop will be the new additions to the brand’s collections, selected by shop assistants in order to promote sales. Railings on the walls will demonstrate stylish accessories appealing to young professionals and metrosexual customers.

Wooden polygon-shaped pedestals will be a great place to put mannequins and other items on, so that the metal railings would not be overloaded and the shopping experience would be more comfortable. Mannequins will inspire customers by demonstrating stylish sets of apparel. At the rear wall of the store, the customers will see a wooden polygon shelf demonstrating a selection of TOPMAN’s casual and smart footwear. Soft-finished wooden benches will make it comfortable to try shoes on. There will also be fitting rooms, rather spacious, in spite of the entire shop being somewhat moderate in size. Thus, the brand is going to express its focus on the customers.

The pay point will be located near the exit, on the left side, in order to allow consumers to browse the presented merchandise to the full before they exit the store

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window displays

v - store arrangement

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In order to attract more attention and increase the level of awareness, the showcases will also feature an eye-catching vinyl poster, which will announce the upcoming store launch. The poster will consist of the new SS 16/17 advertising campaign photographs and sleek typography signs. A showcase is a very important method of visual merchandising, as this is the first thing a customer pays attention to while being near the store. Therefore, it is extremely important to reflect the core values of the brand, in order to entice consumers to walk in and start discovering the brand.

Showcases will also be fitted with special displays presenting showcased GIF format visuals, which are going to consist of imagery from the new SS 16/17 advertising campaign. Usage of digital screens will help the brand draw attention towards the store launch, as well as interact with consumers even before they enter the store. Apart from that, digital showcases of the new store will have a connection with an online promotion of the campaign. Thanks to the usage of technology in showcase decoration TOPMAN is going to create a competitive installation reflecting the brand’s innovative and creative values.

FIG 14 - SS 16/17 ad campaign GIF visuals, which will be placed in the window displays.

v - store arrangement

FIG 15 - Vinyl posters, which will be placed in the window displays, annoucing the store launch (in Estonian language).

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visual merchandising

v - store arrangement

All merchandise presented in the shop will be divided into dedicated areas, making it easy for customers to examine everything. Thanks to such distribution, it will be easier for consumers to mix sets of clothes, which could help boost sales. All items of clothing will be hanging neatly from racks and hangers, or folded and distributed over the perimeter of wooden pedestals. The wooden polygon-shaped pedestals will also be a great place for mannequins. Mannequins, in turn, will demonstrate stylish sets of clothes and accessories, drawing customers’ attention and promoting new collections. The wooden polygon shelf, located at the rear of the store will demonstrate a selection of TOPMAN’s casual and smart footwear. Wall-mounted railings will demonstrate stylish accessories to supplement any set of clothes that a customer can choose. The concept of visual merchandising in the new TOPMAN store in Estonia will be aimed at inspiring consumers to buy stylish and trendy sets characteristic for the brand values of TOPMAN.

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packaging

v - store arrangement

Even though this is the first TOPMAN store in Estonia, packaging must remain consistent with that employed by the brand’s other shops. This decision was based on the consideration that the existing packaging matches the image of TOPMAN perfectly and is a component of the brand’s trademark in its way. The only change proposed in respect of packaging is the usage of shopper bags of stylish design that will be provided during the first week of the store’s operation. The same applies to tags. Inasmuch as tags and packages are the same in the brand’s shops all around the world, these have become one of the brand’s calling cards. The only change to tags is going to be the introduction of a special QR-code, described in detail in the Store Features part.

FIG 16 - Stylish shopping bags & smart tags with a QR code.

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IN-STORE MUSIC

v - store arrangement

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According to Business Insider, the significant effects of music have been identified in dozens of academic studies; therefore the music played at the new TOPMAN store will make the shopping experience more pleasant for consumers (Lubin, 2011). The playlist will consist of popular European radio hits, in order to appeal to the target audience and encourage customers to spend more time in-store while browsing through the merchandise. The volume at which the music is played is not going to be too low, yet still moderate, so that customers could contact freely with their shopping partners and the shop’s personnel. Apart from that, louder music could seem irritating to those more sensitive customers.

store launch activities

v - store arrangement

To celebrate the opening of TOPMAN‘s inaugural store, the brand is going to prepare a number of exciting events that will draw extra attention of Estonian male consumers. For instance, the seminar “Prospects and peculiar features of online fashion sales in the Baltic States” is going to take place on the opening day, led by Artem Reet, the organiser of Tallinn Fashion Week, and a loyal customer of Kristiine Shopping Centre. During the first week of operation, the store is going to issue discount vouchers to all its customers at the counter, whereas all purchased products will be packed in stylish shopper bags, which is going to add a touch of exclusiveness during the brand’s first days in the new market. Stylists will also be there to help everyone shape their image and a professional photographer will capture their new looks and make the photos look vintage using the INSTAGRAM service. All photos will be posted by TOPMAN at its official page on Facebook, where all people who see their photos will be able to mark themselves and share the unique images of themselves, which will help spread the word around in favour of the new store, attract more potential consumers and increase consumer satisfaction.

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store personnel

vi - store personnel

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In order to maintain high standards and provide top-quality customer service, the store is going to employ 13 employees. Full-time employees working 40 hours a week will have to arrive to the store an hour before the opening time, so that they could prepare the retail space for work and make sure that the store and the entire range of products for sale are in perfect order. In turn, part-time employees working 20 or 16 hours a week will come to work in late afternoon and stay until the shop is closed.

Forasmuch as the TOPMAN store in Estonia is going to position itself above the average high-street brand level, its employees’ salaries will not be kept at the minimum level, as they will be carefully trained and capable of providing high-level customer service. Salaries will be paid in the beginning of each month, accruing at the rate of 4.50 Euros per hour. Employees will also benefit from a 50% staff discount on the whole range of TOPMAN, as well as an exclusive opportunity to preview new collections. Barring none, every employee will be treated with due respect, which is going to help build a comfortable and equality-based environment for the entire team and demonstrate that employees are of no lesser importance to the brand than its customers.   The table below provides a detailed description of the duties of each employee of the new TOPMAN store in Tallinn.

vi - store personnel

STAFF POSITION

QUANTITY OF STAFF

ASSIGNED ROLE RESPONSIBILITIES

I

General Store Maintenance Staff Recruitment And Interviewing Customer Service And Care Weekly Retail Sales Tracking Sustain The Brand Communication

Assistant Store Manager

I

Staff Working Schedule General Store Supervision Customer Queries Staff Recruitment And Interviewing Customer Service And Care In-Store Stock Revision Sustain High In-Store Standards

Personal Shopper

I

Store Manager

Full-Time Sales Assistant

Part-Time Sales Assistant

V

V

Visual Merchandising Organisation Customer Service And Care Provide Individual Shopping Experience Style And Trend Consulting In-Store Sales Apparel Deliveries In-Store Stock Revision Customer Service And Care Sustain High In-Store Standards Customer Service And Care In-Store Sales Sustain High In-Store Standards In-Store Housekeeping

FIG 17 - Staff table, demosntating a recommended number of store personnel.

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personnel standards

vi - store personnel

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Appearance of sales assistants is going to motivate and inspire customers, as they will be donning stylish sets of TOPMAN clothes, displaying modern fashion trends. Apart from that, all employees will be liable to maintain high standards of appearance. In order to make it easy for customers to identify a member of staff, each employee will be issued a stylish wooden polygon-shaped badge. At the end of each business week, employees will be nominated for the title of the Best Dressed member, which will motivate them to maintain high standards of style. Afterwards, the Best Dressed attire will be published in TOPMAN’s Instagram profile, as a means of attracting attention to the brand’s new collection and ensuring additional advertising.

Before the opening of a new store, each employee will have to undergo an intense training course, in order to be up to the standards of retail service. The key aspect of such preparation will be the training of employees in professional, comfortable and friendly customer interaction. Employees will also have to familiarise themselves with the range of TOPMAN clothes and accessories, current men’s fashion trends, as well as core values of the brand, in order to help consumers with their enquiries. Every time TOPMAN introduces any changes, employees will be given additional training, so that they would remain perfectly qualified and ready to provide flawless customer service and care.

personnel amenity

vi - store personnel

Rooms for personnel will feature a small recreation area and a kitchen area, so that employees would have an opportunity to spend their lunch hours in comfort and a place to store their personal effects. Promotional materials, such as TOPMAN look book and handbook, will be available, in order to inspire the members of staff.

Employees will also benefit from a 50% discount on the whole range of TOPMAN clothes and accessories, so that they could stay up to the current appearance standards.

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conclusion

Opening a new store in Tallinn will help TOPMAN announce itself in Estonia and ensure successful entry and operation in the new market. 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 venue, the Kristiine Shopping Center, is one of the biggest shopping centres in Estonia, which is very popular among local, as well as international consumers. This store will promote communication between the brand and its target consumers, thus building a strong personal relationship, which will help TOPMAN become a successful and well-functioned retailer in the new market. The design concept of the new store, extra promotional features and the range of instore services will motivate customers to pay a visit to the TOPMAN store. Eventually, this will boost sales and develop the desired brand loyalty in target consumers.

Usage of digital screens in showcases will help the brand announce the launch of its store and interact with its consumers. Thanks to the usage of technology in showcase decoration TOPMAN is going to create a competitive installation reflecting the brand’s innovative and creative values. To support the innovativeness of TOPMAN, the store will be fitted with interactive features like sensor mirrors in the fitting rooms, usage of tablet computers and free high-speed wireless Internet access. Implementation of such in-store features will make TOPMAN a more formidable competitor in the new market and ensure give competitive advantage.

The staff will be duly trained and prepared to ensure the operation of the new shop through their professional expertise, which will enable them to increase the level of customer satisfaction and enhance the reputation of TOPMAN. The stylish and innovative retail environment of the new store will allow the brand to intercommunicate its core values and ethos, Thus, TOPMAN will be able to make a statement of itself in the new market, draw attention of the audience and maintain its progress and competitive performance.

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references

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