TOPSHOP & IVY PARK “#IVYPARK broke the internet.”
introducing the new meaning of fast fashion interweaving technology with active-wear The aim of my project is to launch a fitness range with Topshop that is indebted to technology, one that takes into consideration equally function and fashion. Topshop is currently home to Ivy Park, the successful sportswear collaboration with Beyoncé. However the athleisure trend is showing no signs of slowing and is instead growing increasingly competitive. I therefore see an opportunity for Topshop to stay ahead of the game and incorporate wearable technology into their existing active-wear line. The aim is to enhance the current designs using technological elements, and to then compile a marketing strategy to both communicate and promote this concept forward for Topshop.
the athleisure trend is worth
£4.5 billion in the UK alone
& there are currently 23 million active fitbit users worldwide. background
The healthy living trend is estimated to be worth £3.4 trillion globally (Salter, 2015). This is therefore an effective transferable strategy, one that works well in not just the UK where Topshop holds the highest number of stores, but extending to the US and beyond. This as a trend has exploded simultaneously with a growing awareness of health and wellbeing, to the extent Nike was named the most instagrammed fashion brand in 2015 (Simos, 2015). It is also worth noting that this is a trend “largely driven by the millennials,” which are individuals between the ages of 18-29, and of consequence the target market for this new adapted range and coinciding marketing strategy (Forbes, 2016). In 2016 it was announced Topshop had begun an investigation into wearable technology, and from this I want to develop a strategy infusing the established success of Ivy Park and building upon it with the latest innovations in technology (Arthur, 2016).
Fig.1
methodology
Fig.2
I intend to use a mix of quantitative and qualitative methods to collect an accurate and appropriate set of findings. The key areas of research vary from uncovering the needs of the millennial target market, to formulating a competitive analysis of Topshop in amongst the likes of Lululemon, Sweaty Betty and Nike.
the marketing pick & mix product
I am suggesting a small initial range of items for development, ie one pair of leggings, top, bodysuit, sports bra and jacket, building upon the existing designs and adding the technical innovations. These could include bluetooth connectors, trackers and fabric developments. The current market of wearable technology is relevantly plain and not particularly appealing, there is therefore an opportunity to enhance the desirability of these products through Ivy Park’s designs, which incorporate a distinctive logo with contrasts of colour.
examples primary research Consumer profiling and interviews. Uncovering Topshop’s current marketing techniques. Surveys to reveal what is absent from the market. Sourcing Ivy Park information.
price The existing Ivy Park collection resides from £15- £119. In regard to wearable technology I have looked at brand called Sensoria, in which they have developed sports bras interwoven with electrodes for £60 and socks with a similar purpose for £80. These type of garments work to monitor performance through heart rate. Another brand called Omsignal have developed a top for £80, which also monitors heart rate, as well as distance, calories burnt and so on (Goode, 2015).
place I am planning to launch these products initially in the Oxford Street flagship store in London and online, similar to the first Ivy Park launch in 2016. The transferability of athleisure also however means it has the potential to thrive in LA and Australia, where fitness is less of a trend but more of a lifestyle. The marketing strategy I am suggesting could therefore be adopted into flagship stores across these areas. Topshop are also set to open stores in China this year, in which the technology aspect to this new range could be a major draw for additional sales.
secondary research
Fig.3
Topshop company overview. Competitive analysis. SWOT & PEST models and examples. Innovative technology case studies.
outcome
The end result would therefore be a manual, a detailed marketing strategy using an extended marketing mix of the “7 P’s” as a foundation. The focus of which is a new collaboration between Topshop’s Ivy Park and wearable fitness technology. From the project I want to strengthen Topshop’s branding as leaders in innovation, by taking advantage of the potential within this emerging sector. By delivering a new fitness range embedded with wearable technology, I hope to achieve a new means for Topshop to inspire and excite their customers.
promotion
references
Digital marketing is a key consideration to the promotion of this new line, social media particularly. Instagram posts prior to the launch and posts to the Topshop blog would help to build awareness, and there is also the possibility of live-streaming the launch through various mediums. Influencer marketing would be an interesting element to incorporate, as well as fitness events and gym class takeovers as alternative methods of engagement. The millennial market is one heavily engrossed into technology, to the extent that those that used social media as part of the shopping process were “four times more likely to spend more money on purchases” (Rohampton, 2017). Using technology to advertise is therefore complimentary both to the collection and to the millennial target market.
1. Arthur, R. (2016). Seeking Start-Ups: Topshop Launches Innovation Program Geared To Wearable Tech. Retrieved from https://www.forbes.com/sites/rachelarthur/2016/04/27/seeking-startups-topshop-launches-innovation-programme-geared-to-wearable-tech/. 2. Aspenhb. ( 2016, 04 14). #IVYPARK broke the internet [Tweet]. Retrieved from https://twitter.com/AspenHB/status/720571652086620160?ref_src=twsrc%5Etfw&ref_ url=http%3A%2F%2Fmetro.co.uk%2F2016%2F04%2F14%2Fbeyonces-ivy-park-collection-launch-crashed-topshop-and-everyone-freaked-out-5816566%2F. 3. Forbes. (2016). The Athleisure Trend Is Here To Stay. Retrieved from https://www.forbes.com/sites/greatspeculations/2016/10/06/the-athleisure-trend-is-here-to-stay/#64a961328bd4. 4. Goode, L. (2015). Are ‘Smart’ Clothes the Wearables of the Future? Retrieved from https://www.recode.net/2015/3/16/11560246/are-smart-clothes-the-wearables-of-the-future. 5. Mintel Academic . (2015). Leisure Habits of Millennials. Retrieved from http://academic.mintel.com.lcproxy.shu.ac.uk/display/w746768/?highlight. 6. Rohampton, J. (2017) How Does Social Media Influence Millennials’ Shopping Decisions? Retrieved from https://www.forbes.com/sites/jimmyrohampton/2017/05/03/does-social-media-influence-millennials-shopping-decisions/#33dfa8384cf3. 7. Salter, J. (2015). How workout wear became fashionable. Retrieved from http://www.telegraph.co.uk/fashion/style/fashionable-workout-wear/. (Including first quoted athleisure statistic). 8. Scott, E. (2016). Beyoncé’s Ivy Park collection launch crashed Topshop and everyone freaked out. Retrieved from http://metro.co.uk/2016/04/14/beyonces-ivy-park-collection-launch-crashedtopshop-and-everyone-freaked-out-5816566/. 9. Simos, G.C. ( 2015). Nike Tops List of Most Instagrammed Fashion Brands. Retrieved from http://wersm.com/nike-tops-list-of-most-instagrammed-fashion-brands/. 10. Smith, C. (2017). By the Numbers: 31 Fitbit Statistics. Retrieved from http://expandedramblings.com/index.php/fitbit-statistics/. Fig.1 Unknown. (2017). Ivy Park. [Photograph]. Retrieved from http://www.arcstreet.com/2017/04/ivy-park-spring/summer-2017-collection-by-beyonce.html. Fig.2 Unknown, (2017). Untitled. [Photograph]. Retrieved from http://www.ladyfootlocker.com/Ivy-Park/_-_/N-1z0uodn. Fig.3 Unknown. (2017). Ivy Park Spring 2017. [Photograph]. Retrieved from http://www.nawo.com/ivy-park-spring-2017-campaign-feat-beyonce/.