view point, price is exactly a serious problem for Taiwanese teenager, as TOPSHOP case in nine year ago, they just set a high price target and nobody considered it is reasonable to buy. Indeed, no matter is for fashion brands or other international brands, price is always a big problem. In Taiwanese market, design style, quality and price all are important for customer, however it is necessary to keep balance among this three point, cannot lack one of it.
Figure 81
6.4 Taiwanese females’ consumer behaviou According to a prediction by a Taiwanese financial professor (Me: Power of the Youth Market in Asia: 2008), teenagers’ consumer behaviour is due to grow strongly between 2006 and 2016, and this is a big issue for female teenagers’ consumer behaviour in Taiwan. In recent years, most Taiwanese teenagers
have enjoyed spending money on travelling, eating, entertainment, shopping, vehicles and 3C products. The main reason for this is that single people will soon have to grow up. They care about the quality of life and prefer to spend money one various forms of entertainment, such as dining out, house wares, or clothes. Compared to their parents, they do not consider that saving money is a good way to be happy. In Taiwan, the ratio of middle-salary females to males is 113.2:100, compared to other Asian countries such as Japan, whose ratio is 61.8:100. This means that Taiwanese females are more important in business activities than Japanese females (Me: Power of the Youth Market in Asia: 2008). Teenagers express themselves by the products they buy or their consumer behaviour. Shopping is a method for teenagers to clearly understand themselves. It makes them more confident, and of course, new developments such as the increase in the number of rich families, growth in the level of education, freedom of society and the globalisation of international information all push teenagers to have a definite view on every aspect of life. Most importantly, these factors make teenager consumers a unique group in terms of shopping, especially in the Asian area. Because of this, more and more teenager customers do not focus on price as their first consideration when they are shopping.
58
thesis-1.indd 58
2011/7/5 5:12:48 PM
thesis-1.indd 59
2011/7/5 5:12:54 PM
thesis-1.indd 60
2011/7/5 5:12:56 PM
Figure 90
The current situation is that, in recent years, British high street fashion brands such as TOPSHOP, Monsoon, and Mark & Spencer, have exited the notoriously difficult Taiwanese market. These European high street fashion brands did not have sufficient understanding of the Taiwanese market, and may not have used the appropriate marketing strategies, so they were forced to leave the market. However, Accessorize has successfully promoted its brand and has a great turnover. Other brands, such as Mango and the French Collection are still doing steady business in the Taiwanese fashion market. Frankly, it is without doubt that achieving success in the Taiwanese market will be a big challenge for TOPSHOP, and if it really has the chance to re-enter the market, there is no room for failure. However, it has strong competition, not only from the point of view of price, but also there are many competitors, already operating
Figure 91
Figure 92
61
thesis-1.indd 61
2011/7/5 5:13:00 PM
in Taiwan or due to arrive in the near future, such as UNIQLO, ZARA and H&M, even some local Taiwanese brands. On the other hand, it is a good time to run some other European brands, and TOPSHOP would be an ideal case. TOPSHOP came to Taiwan too early before, and therefore, it failed and left before people even noticed or really know what TOPSHOP was. However, since more and more European brands have been reported in the Taiwanese media, and because of the influence of fashion icon, Kate Moss, Taiwanese people have begun to know about TOPSHOP again. Furthermore, the prestige of wearing a foreign brand is also important. In Asia, the impression of UK brands is that they are quite unusual and quite “in” and cool, due to brands like Paul Smith, Burberry or Vivienne Westwood. The UK brands are always associated with unique style or a personal creative image, which customers love the most. TOPSHOP will achieve success if it really does in-depth market research and understands Taiwanese consumers’ behaviour, and massive advertising, which is extremely powerful, could push TOPSHOP to become a pop issue in the Taiwanese fashion field. Indeed, this is exactly what it will be if it re-enters Taiwan. It is very simple to understand what the Taiwanese want: Good quality, fashionable design and affordable prices.
Figure 93
Figure 94
62
thesis-1.indd 62
2011/7/5 5:13:04 PM
Figure 9563
thesis-1.indd 63
2011/7/5 5:13:07 PM
thesis-1.indd 64
2011/7/5 5:13:10 PM
Figure 96
I It is not easy for a foreign brand to enter a local market; of course, it is quite difficult for a brand to enter the international market as well. However, the following are some successful marketing strategies which could help TOPSHOP if it wants to enter the Taiwanese market one day: • Always keep up to date with the latest trends; • P rovide a collection which is complete, extensive and varied; • Supply people according to their needs, thus avoiding possible inventory costs; • Extend their store's interior design project; • Train their sales and management team; • C hange the design of their store window displays on a regular basis; • Seek continual assistance with item display and sales issues with the help of periodic visits by product and merchandising professionals. Above all, these are important aspects which perfect foreign companies should consider. The
following is a prediction of how TOPSHOP will progress in three timeframes. Short-term It is the most important period to do deep market research, the first thing is to investigate the location that is best suited to establish the first shop, taking into consideration how many competitors are around the same district. For the first time, it would be better to build a small shop but full of varying products. As for location, being in the department store is a good idea because of the large flow of consumers. Places such as Breeze Centre or SOGO are both very ideal choices with high reputation which many people to go include many excellent brands. In the short-term, it is not suitable to import too many products like Mark & Spencer did before, rather, it is a time for investigation and testing. To find out Taiwanese consumer needs, it is necessary to observe what kind of products 65
thesis-1.indd 65
2011/7/5 5:13:11 PM
Figure 97
Taiwanese people love to buy the most, market research is essential things and might be a key reason can help TOPSHOP be successful in the first time they enter Taiwan. Mid-term This period will be a big turning point where consumers, companies, managers and merchandisers will revise their attitude to be more in line with TOPSHOP. From advertising, which can bring a huge influence; a faultless system will helps managers or the marketing department to do the effective operation, which can makes an enterprise. In this stage, turn over might be not very steady but customer response can be collected within in a short time. Besides, the company must find the opportune moment to attract customers’ attention, for example, using
Figure 98
special discounts or offering free gifts to increase customer interests. The most important thing is that TOPSHOP have to create some fresh selling ideas to make people feel that it is different to other foreign brands. Indeed, this is the moment people is falling in love with fast fashion issue, the image of fast fashion for Taiwanese people is: Cool, unique, and fashionable design. This is a good chance to make people aware of how fashionable TOPSHOP is, and how popular TOPSHOP is in the UK, of course, if they can use some UK advertising is better, it will makes sense to Taiwanese people soon. However, there is an important problem for TOPSHOPs in Taiwan, which is the SIZE problem. Usually, UK TOPSHOPs have a lack of small sizes for most of their products. Most Asian girls prefer
66
thesis-1.indd 66
2011/7/5 5:13:12 PM
Figure 99
small sizes, between 4~10, and if they can only find over size 10 clothes in the store, people will think they cannot find clothes which is suitable for their body shape. If they’re unsatisfied, they might decide to not visit the store again for a long time. This problem happened with Mark & Spencer, which is a serious issue that happens with most Europe clothing brands when they enter the Asia market. Moreover, the target age of the consumers must be clear. In the UK, TOPSHOP is focused around an age group of 18~25. However in Taiwan, the target can be more flexible, like around 20~30. This group have more ability to spend on clothing and other entertainments as well. In Taiwan, fashion enterprise is quite popular and media or marketing as well, the teenager and middle-age females is the largest consumer base.
Figure 100
Figure 101
It is a good idea for TOPSHOP to make imports targeting this particular consumer group. Long-term According to Taiwanese news, fast fashion is growing up quickly, therefore many Europe brands is ready to go to Taiwan in 2011-2012. This could well mean more and more international brands are going to enter the Taiwanese market in the future. Indeed, Taiwan have a good location next to China. Tourism is developing well in recent years, making Taiwan a popular market for the Chinese also. Due to that, if TOPSHOP can get an excellent customer standing in Taiwan, it will not only increase their earnings, but will also increase its popularity in China. This is a precious opportunity to develop TOPSHOP’s international enterprise in Asia. Besides Japan, Taiwan will be a good start. 67
thesis-1.indd 67
2011/7/5 5:13:14 PM
References Books: 1. MICHAEL R. SOLOMON and NANCY J. RABOLT., 2004. Consumer behaviour in fashion. Jersey: Prentice Hall 2. M ICHAEL R. SOLOMON and NANCY J. RABOLT., 2009. Consumer behaviour in fashion.New Jersey: Prentice Hall 3. 3.TONY HINES and MARGRET BRUCE., 2007. Fashion Marketing: Contemporary Issues. Oxford: Butterworth-Heinemann 4. GERRIT HEINEMANN and CHRISTOPH SCHWARZL., 2010. New Online Retailing: Innovation and Transformation. 1st ed. Wiesbaden: Gabler. 5. Dr. Yuwa Hedrick-Wong., 2008. Me: Power of the Youth Market in Asia.Wiley & Sons, Inc.
Journal Articles: 1. UK Womenswear Retailers, 2009. VERDICT, 09th Sep, 2009, 85-94 2. Fast Fashion, 2008. MINTEL, 28th Jul, 2008, 3-5 3. Value Clothing in European Retail, 2010. VERDICT, Sep, 2010, 80-85 4. UK Value Clothing Retailers, 2007. VERDICT, 10th Jul, 2007, 78-81 5. UK Fashion Multiple Retailers, 2010. VERDICT, 02th Oct, 2010,28-37 6. Department Store Retailing –UK,2011. MINTEL, March, 2011, 2-3 7. What is the difference between publicly – and privately – held companies, 2011. MINTEL. 2011, 3-5. 8. 8.Teenage Fashionwear Market Assessment, 2011. VERDICT, 2011. 9. British Lifestyle 2010 – Focusing on the Essentials, August 2010. MINTEL, August 2010.
Dissertation: · Chia-Yi, Liu, 2010. How the Asian multi-culture phenomenon affects the development of European high street fashion brands in Taiwan. M.A. thesis, Nottingham Trent University.
68
thesis-1.indd 68
2011/7/5 5:13:14 PM
Online: 1. F ASHIONUNITED, 2007. Philip Green to revamp Arcadia [online]. FashionUnited, 2007. Available at: http://www.fashionunited.co.uk/news/arcadia.htm[Accessed 1 June 2007]. 2. F ASHIONUNITED, 2006. Arcadia profits fall, [online]. FashionUnited, 2007. Available at: http://www. fashionunited.co.uk/news/arcadia.htm[Accessed 27 October 2006]. 3. C10 Business Technology Leadership, 2008. Arcadia Group,[online]. C10 Business Technology Leadership, 2008. Available at: http://www.cio.co.uk/cio100/arcadia-group/4249/?yr=2008[Accessed 2008]. 4. PRESS RELEASE, 2009. Arcadia Group Limited, [online]. Arcadia Group Limited, 2009. Available at: http://www.arcadiagroup.co.uk/press/statements/pressreleases/AG_results_08-09. html[Accessed 29 August 2009]. 5. LEONIE BARRIE, 2010. Is fast fashion killing fashion? [online]. Is fast fashion killing fashion? 2010. Available at: http://www.just-style.com/analysis/is-fast-fashion-killing-fashion_id109182. aspx[Accessed 12 October 2010]. 6. s igns franchise deal in Japan, 2008. [online]. TOPSHOP signs franchise deal in Japan, 2008.Available at: http://www.japanconsuming.com/?p=1911[Accessed 10, October 2008]. 7. Why TOPSHOP did not work well in Taiwan? 2008. [online]. Why TOPSHOP did not work well in Taiwan? 2008. Available at: http://www.fashionguide.com.tw/Forum/07/MsgL.asp?BoardNum=3&T opicNum=445902&Key=HopeH&LinkTo=SearchNameL&Absolute=1 [Accessed 4, November 2008]. 8. A RCADIA GROUP, 2009. [online]. Arcadia Group, 2009. Available at : http://www.arcadiagroup.co.uk/ press/statements/pressreleases/AG_results_08-09.html [Accessed, 2009]. 9. 2 535 Magazine, 2010. TOPSHOP in JAPAN [online]. TOPSHOP in T 2010. Available at http://tokyoito. blogspot.com/2010/04/2535-magazine.html [Accessed 10, April 2010]. 10. FAST FASHION, 2007. [online]. Fast Fashion, 2007. Available at: http://wanszezit.wordpress. com/2007/03/28/zara%E6%9C%AA%E5%87%BA%E6%92%92%E6%89%8B%E9%96%93/ [Accessed 28, March 2007]. 11. CHUANG, PO-YUAN, 2008. [online]. Inspiration from Zara Business Model for Taiwan Consumer Electronics Industry - A Case Study on Aiptek, 2008. Available at: http://nthur.lib.nthu.edu.tw/handl e/987654321/30462[Accessed, 2008]. 69
thesis-1.indd 69
2011/7/5 5:13:14 PM
12. TAO FU-WAN, July,2007. [online]. TOPSHOP, ZARA, FOREVER21, GAP, July, 2007. Available at: http://tw.myblog.yahoo.com/melody-leeyuchin/article?mid=1023&next=707&l=f&fid=23[Accessed, 2007]. 13. INVESTOPEDIA, 2008. [online]. Privately – held companies, 2008. Available at: http://www. investopedia.com/ask/answers/162.asp#axzz1QI6PNBFi[Accessed, 2008]. 14. C ENTRAL NEWS AGENCY, 2009. UK designers invite Taiwan enterprises to settle design centres, 2009. Available at: http://www.roc-taiwan.org/UK/TaiwanUpdate/nsl010206n.htm#top[Accessed, 2009]. 15. DOCSTOC, August, 2011. Arcadia Group Limited – Strategic Analysis Review, August, 2011. Available at : http://www.docstoc.com/docs/54868034/Arcadia-Group-Limited---Strategic-AnalysisReview[Accessed, August 2011]. 16. JAPANCONSUMING, October10, 2008. TOPSHOP signs franchise deal in Japan, October 10, 2008. Available at: http://www.japanconsuming.com/?p=1911[Accessed, October10,2008].
Websites: http://tw.bid.yahoo.com/ http://www.vogue.com.tw/ http://www.elle.com.tw/ http://www.topshop.com/webapp/wcs/stores/servlet/TopCategoriesDisplay?storeId=12556&catalogI d=33057 http://www.uniqlo.com/tw/index.php http://www.net-fashion.net/flash/
70
thesis-1.indd 70
2011/7/5 5:13:14 PM
List of Illustrations Figure1 – Blake leaving TOPSHOP in Manhattan. Available from: http://www.fanpop.com/spots/blakelively/images/22885331/title/blake-leaving-topshop-manhattan-june-13-photo [Accessed on June 13, 2011] Figure2 – TOPSHOP update. Available from: http://sosueme.ie/gossip/topshop-update-2/ [Accessed on March 18, 2011] Figure3 – Framework illustrations - made by myself Figure4~ 5– TOPSHOP display windows in the Nottingham – own image Figure6~ 9 – Taiwanese girl’s dressing collection– own image Figure10 – Japanese girl’s dressing collection – from VIVI magazine [Accessed on March, 2011] Figure11 – European girl’s dressing collection – from VOGUE magazine [Accessed on June,2011] Figure12~ 13 – E uropean girl’s dressing collection. Available from: http://www.wretch.cc/blog/ pupupepe# [Accessed on June,2011] Figure14 – Japanese girl’s dressing collection – from VIVI magazine [Accessed on March, 2011] Figure15 – UK Fashion Continues Global Domination. Available from : http://fashionista.com/2009/11/ uk-fashion-continues-global-domination/ [Accessed on Novenber 3, 2009] Figure16 – K ate Moss TOPSHOP Spring 2009 Looks. Available from: http://www.topshop.com/webapp/ wcs/stores/servlet/TopCategoriesDisplay?storeId=12556&catalogId=33057 [Accessed on 2009] Figure17 – TOPSHOP Spring 2011 collection. Available from : http://www.topshop.com/webapp/wcs/ stores/servlet/TopCategoriesDisplay?storeId=12556&catalogId=33057 [Accessed on April, 2011] Figure18 – T OPSHOP display windows. Available from: http://www.arcadiagroup.co.uk/about/topshop_ history.html [Accessed on 2007] Figure19 – TOPSHOP collecting. Available from: http://www.wretch.cc/blog/pupupepe# [Accessed on June, 2011] Figure20~ 22 – Japanese girl’s dressing collection – from VIVI magazine [Accessed on March, 2011] Figure23~ 25 – European girl’s dressing collection. Available from: http://galleryget.com/gallery/ topshop%20online [Accessed on 2011] 71
thesis-1.indd 71
2011/7/5 5:13:14 PM
Figure26~ 28 – Japanese girl’s dressing collection – from VIVI magazine [Accessed on March, 2011] Figure29 – E uropean girl’s dressing collection. Available from: http://galleryget.com/gallery/ topshop%20online [Accessed on 2010] Figure30 – Japanese girl’s dressing collection – from VIVI magazine [Accessed on April, 2011] Figure31 –Taiwanese girl’s dressing collection. Available from: http://www.wretch.cc/blog/pupupepe# [Accessed on June,2011] Figure32 – European girl’s dressing collection – from VOGUE TAIWAN magazine [Accessed on 2011] Figure33 – Warehouse fashion show collection – taken from YouTube [Accessed 2011] Figure34 – UNIQLO Spring collection. Available from: http://www.uniqlo.com/tw/index.php [Accessed on 2011] Figure35 – H&M Spring 2011 collection. Available from: http://www.hm.com/gb/ [Accessed on 2011] Figure36 – Taiwanese girl’s dressing collection. Available from: Http://www.mania.com.tw [Accessed on June, 2011] Figure37 – European girl’s dressing collection. Available from: http://www.wretch.cc/blog/alicewang [Accessed on June, 2011] Figure38 – T aiwanese girl’s dressing collection. Available from: http://tw.bid.yahoo.com/ [Accessed on March,2011] Figure39~ 40 – Taiwanese girl’s fashion dressing collection – own image Figure41 – MODSCUE Spring 2011 collecting. Available from : http://tw.search.bid.yahoo.com/search/ ac?ei=UTF-8&p=modscue&cat=&fp_ad_hits=3&b=1&display=image&haspic=1 [Accessed on March, 2011] Figure42~ 43 – Taiwanese girl’s casual / fashion dressing collection – own image Figure44 ~ 50 – UNIQLO Spring 2011 collection. Available from: http://www.uniqlo.com/tw/index.php [Accessed on 2011] Figure51~ 53 – NET Spring 2011 collecting. Available from : http://www.net-fashion.net/flash/ [Accessed on 2011] Figure54~ 57 – T OPSHOP Spring 2011 collecting. Available from : http://www.topshop.com/webapp/wcs/ stores/servlet/TopCategoriesDisplay?storeId=12556&catalogId=33057 [Accessed on 2011] Figure58 – TOPSHOP display windows in the Nottingham – own image Figure59~ 63 – T OPSHOP Spring 2011 collecting. Available from : http://www.topshop.com/webapp/wcs/ stores/servlet/TopCategoriesDisplay?storeId=12556&catalogId=33057 [Accessed on 2011] 72
thesis-1.indd 72
2011/7/5 5:13:14 PM
Figure64 – O ur Trams in TOPSHOP. Available from: http://makeshiftmodel.blogspot.com/2011/04/tramsin-topshop.html [Accessed on April 16, 2011] Figure65~ 78 – illustrations of Questionnaire. Figure79~ 80 – Taiwanese shopping online websites – own image Figure81 – Taiwanese teenager – own image Figure82~ 86,89 – Taiwanese girl’s dressing collection – own image Figure84, 87~ 88 – Taiwanese girl’s dressing collection. Abailable from: http://www.wretch.cc/blog/ pupupepe# [Accessed on June,2011] Figure91~ 92 – TOPSHOP Spring 2011 collecting. Available from : http://www.topshop.com/webapp/ wcs/stores/servlet/TopCategoriesDisplay?storeId=12556&catalogId=33057 [Accessed on 2011] Figure93~ 94 – TOPSHOP collecting. Available from: http://girldir.com/shopping-guide/summer-saletopshop [Accessed on 2009/2010] Figure95 – M ark your calendars : New York finally gets a TOPSHOP. Available from: http://kenyasstyle. com/blogs/kenyasstyle/2009/03/mark-your-calendars-new-york-finally-gets-a-topshop.html [Accessed on March 30, 2009] Figure 97~ 101 – TOPSHOP Spring 2011 collecting. Available from : http://www.topshop.com/webapp/ wcs/stores/servlet/TopCategoriesDisplay?storeId=12556&catalogId=33057 [Accessed on 2011]
73
thesis-1.indd 73
2011/7/5 5:13:14 PM
Bibliography Books: 1. GOWOREK, H., 2007. Fashion Buying. 2nd. Oxford: Blackwell. 2. WADELL, G., 2004. How Fashion Works: Culture, Ready to Wear and Mass Production.Oxford: Blackwell 3. BRUCE, MOORE, BIRTWISTLE., 2004. International Retail Marketing.Elesvier: Butterworth Heinemann 4. FERNIE, FERNIE, MOORE., 2003. Principles of Retailing. Butterworth Heinemann 5. MICHAEL R. SOLOMON and NANCY J. RABOLT., 2004. Consumer behaviour in fashion. Jersey: Prentice Hall 6. M ICHAEL R. SOLOMON and NANCY J. RABOLT., 2009. Consumer behaviour in fashion.New Jersey: Prentice Hall 7. TONYHand B., 2007. Fashion Marketing: Contemporary Issues.Oxford: Heinemann 8. GERRIT HEINEMANN and CHRISTOPH SCHWARZL., 2010. New Online Retailing: Innovation and Transformation. 1sted. Wiesbaden: Gabler. 9. FISGER, C., 2007. Research and writing a dissertation: A guide book for business students. Essex: Pearson Education Limited. 10. de Mooij, M.K.(2004). Consumer behaviour and culture : Consequences for global marketing and advertising. Thousand Oaks; London: Sage Publications. 11 Easey, E. (2009). Fashion Marketing(3rded.). Chichester ; Ames, lowa: Wiley-Blackwell. 12. Hair, J.F (2008). Essentials of marketing research (1sted.). Boston: McGraw-Hill/Higher Education. 13. Hines, T., & Bruce, M. (2007). Fashion marketing : Contemporary issue (2nded.). Amsterdam ; London: Butterworth-Heinemann. 14. M cNeil, P. (2009). Fashion : Critical and primary sources. Oxford : Berg. Mendes, V. D., & De la Haye, A. (1999).20thcentury fashion. London: Thames & Hudson. 15. Rath, P. M., Bay, S., & Petrizzi, R. (2008). The why of the buy : Consumer behaviour abd fashion marketing (1sted.). New York, NY: Fairchild Publications. 16. Solomon, M. R., & Rabolt, N. J. (2009). Consumer behaviour : In fashion. Upper Saddle River, N. J.: Pearson/Prentice Hall.
74
thesis-1.indd 74
2011/7/5 5:13:15 PM
Journal Articles: 1. UK Fashion Retailers, 2010. MINTEL, Oct, 2010, 71-79 2. Global Fashion Retailing, 2005. KEYNOTE, 2005. 3. UK Womenswear Retailers, 2009. VERDICT, 09th Sep, 2009, 85-94 4. Fast Fashion, 2008. MINTEL, 28th Jul, 2008, 3-5 5. Value Clothing in European Retail, 2010. VERDICT, Sep, 2010, 80-85 6. UK Value Clothing Retailers, 2007. VERDICT, 10th Jul, 2007, 78-81 7. UK Fashion Multiple Retailers, 2010. VERDICT, 02th Oct, 2010, 28-37 8. Hayes,S.G., Jones, N. ‘’Fast fashion: a financial snapshot’’, Journal of Fashion Marketing and Management, 10(2006), 282-300
Online: 1. Alert DATA, 2009. Arcadia Group Ltd [online]. Available at: http://www.alertdata.co.uk/company. php?companyid=4157 [Accessed 2009]. 2. F ashion United, 2007. Arcadia Group [online]. Available at: http://www.fashionunited.co.uk/news/ arcadia.htm [Accessed 1, June 2007]. 3. A ndrew Clarke, 2008. Arcadia Group [online]. Available at: http://www.cio.co.uk/cio100/arcadiagroup/4249/?yr=2008 [Accessed 2008]. 4. K ate Rankine, 2004. measures up for ￡460m pay day[online]. Available at: http://www.telegraph. co.uk/finance/2897716/Green-measures-up-for-460m-pay-day.html# [Accessed 22, October 2004]. 5. U NIQLO and TOPSHOP, 2010.[online]. Available at: http://bbs.city.tianya.cn/tianyacity/ content/333/1/53018.shtml [Accessed 11, October 2010]. 6. Fast fashion, 2007 [online]. Available at: http://www.libertytimes.com.tw/2007/new/aug/12/todayshow16.htm [Accessed 12, August 2010] 7. ZARA’s Secret for Fast Fashion, 2005 [online]. Available at: http://hbswk.hbs.edu/archive/4652.html [Accessed 21, February 2005]. 8. J ASMINE WATTS, June25,2009. SWOT Analysis of H&M company, June25, 2009. Available at: http:// www.associatedcontent.com/article/1865303/swot_analysis_of_hm_company.html[Accessed, June25 2009].
75
thesis-1.indd 75
2011/7/5 5:13:15 PM
Appendix 1 - E-mail Questionnaire This is Carrie, I am a current MA Fashion Marketing and Communication student in Nottingham Trent University. My project is about how British brands can successfully expand into the Taiwanese market, and TOPSHOP is one of my case studies. As people know, TOPSHOP opened stores in Taiwan during 2000-2002, but presumably this did not work well, because it subsequently withdrew from the Taiwanese clothing market. TOPSHOP is a highly successful fashion brand in UK for consumers 16-30 years, due to its fashionable designs and medium price-points. As Taiwanese people are starting to gradually notice British brands, I believe TOPSHOP could now re-enter the Taiwanese market and be successful. I will collect all of answer from you then make an analysis.
Through this project, I would like to research how a British local brand can work well in Taiwan. Thanks a lot, Your answer will be quite helpful for me! 1) Which of these things are important to make you shop at TOPSHOP?
76
thesis-1.indd 76
2011/7/5 5:13:15 PM
· Highly fashionable clothing · Famous brand · Style & Fit · Pricing · Advertising – you have seen it on Taiwanese posters/magazines/TV · Other(Please Specify): 2) Your Age · 19-25 · 25-30 · Other(Please Specify): 3) Are you familiar with the brand TOPSHOP?(If NO, Please just stop on here) · Yes
· No
4) Have you shopped at TOPSHOP online? · Yes · No 5) On average how much do you spend in TOPSHOP in one shop? · NT500-NT1000 · NT1000-NT3000 · NT3000-NT5000 · NT5000-NT10000 · Other(Please Specify): 6) How would you describe TOPSHOP’s style？
77
thesis-1.indd 77
2011/7/5 5:13:16 PM
· Fancy · Simple · Modern · Vintage · Other(Please Specify): 7) What price range do you consider TOPSHOP clothing falls into? · Cheap · Medium · Luxurious · Other(Please Specify): 8) Which product in TOPSHOP do you think is the best value for money? · Bag · Clothing · Underwear · Shoes · Jewelry · Other(Please Specify): 9) Do you know TOPSHOP have been to Taiwan during 2000-2002? · Yes
· No
10) If Yes, did you shop in Taiwan’s store before? · Yes
· No
78
thesis-1.indd 78
2011/7/5 5:13:16 PM
11) Which shops do you consider would be direct competitors for TOPSHOP in Taiwanese market？ · Lawry’s Farm · Moussy · Janasis · OZOC · SLY · Other(Please Specify):
Appendix 2 - Answers to survey 1. Which of these things are important to make you shop at TOPSHOP? a. Highly fashionable clothing b. Famous brand c. Style & fit d. Pricing e. Advertising - you have seen it on Taiwanese posters/magazines/TV f. Other (Please Specify):
79
thesis-1.indd 79
2011/7/5 5:13:16 PM
2. Your Age a. 18-25 b. 25-30 c. Other (Please Specify):
3. Are you familiar with the brand TOPSHOP (If no, please just stop on here) a. Yes b. No
4) 4. Have you shopped at TOPSHOP online? a. Yes b. No
80
thesis-1.indd 80
2011/7/5 5:13:16 PM
5. On average how much do you spend in TOPSHOP in one shop? a. NT500-NT1000 b. NT1000-NT3000 c. NT3000-NT5000 d. NT5000-NT10000 e. Other (Please Specify):
6. How would you describe TOPSHOP's style? a. Fancy b. Simple c. Modern d. Vintage
81
thesis-1.indd 81
2011/7/5 5:13:16 PM
7. What price range do you consider TOPSHOP clothing falls into? a. Cheap b. Medium c. Luxurious d. Other (Please Specify):
8. Which product in TOPSHOP do you think the is the best value for money? A. Bag B. Clothing C. Underwear D. Shoes E. jewelry
82
thesis-1.indd 82
2011/7/5 5:13:17 PM
9) 9. Do you know TOPSHOP have been to Taiwan during 2000-2002? a. Yes b. No
If 10. If yes, did you shop in Taiwan’s store before? a. Yes b. No
83
thesis-1.indd 83
2011/7/5 5:13:17 PM
11. Which shops do you consider would be direct competitors for TOPSHOP in Taiwanese market? a. Lawry's Farm b. Moussy c. Janasis d. OZOC e. SLY
84
thesis-1.indd 84
2011/7/5 5:13:17 PM
Appendix 3 - Interviews · The first person Name: Lois Tsai Age: 25 Occupation: Fashion reporter 1. Do you familiar with TOPSHOP? Why you know this brand? Yes, I know this brand because of advertisement of Kate Moss, she is my fashion icon.
2. Can you describe the image of TOPSHOP for you? There are many kinds of products in this brand, which item you think is the most one you love to buy frequently? I think this is a middle-price brand which is quite fashionable and design style is unique. In their many items, I love to buy the most is one-piece, their dresses are very cute and separate for two parts: petite and tall, this is more convenient to make a choice.
3. If TOPSHOP want to going to Taiwan again, who will be their competitors? For example, The middle-price Japanese brand UNIQLO and Taiwanese local clothing brand NET, how will you compare with them by quality, design style, popularity and price? I think the strong competitor should be NET. Indeed, UNIQLO sells well in Taiwan that is because their clothing style is prefer casual, they have many basic item but not fashionable; however, NET’s clothing have multi-style, and some of their products is similar with H&M, price is low as well, so if people want to buy some clothes but they don’t want to pay too much, maybe they would choose NET! Moreover, I think Mango is a strong competitor for TOPSHOP, because Mango has been to Taiwan for a long time, their style and price is similar with TOPSHOP, but TOPSHOP has more creative products! Such as nail, underwear and magazine. 85
thesis-1.indd 85
2011/7/5 5:13:17 PM
4. According of news, European brands- ZARA and H&M will going to Taiwanese market recently, however TOPSHOP seems have no plan to re-enter Taiwan, do you think ZARA and H&M will carve up Taiwanese market first? Will it become a crisis for TOPSHOP if they want to re-launch Taiwan? If you are customer, this three brands are located in the same shopping district, how will you choice them? 1. Yes, I think this two brands is really similar with TOPSHOP, most of people don’t know how to differentiate among them. 2. Depends on price, for me, their price level should be : H&M<ZARA<TOPSHOP. If depends on cutting, I think H&M is more suitable for eastern people. 3. I think I would walk into TOPSHOP’s store, because for most of Taiwanese people, TOPSHOP is a fresh and fashion brand, and their dresses have many choices, although the price is a little high but compare with other high-price brand, I think the price of TOPSHOP is reasonable.
5. As a customer’s view, what conditions TOPSHOP must have then they can successful re-launch Taiwanese market? Do you think TOPSHOP has any possible they can do well in Taiwan? 1. I think if TOPSHOP want to enter Taiwanese market again, the first condition is the price cannot be too expensive. In Taiwan, there are many Japanese brands and European brands are developed well already, so, if TOPSHOP want to re-launch their business, they should set up well their marketing strategy and price setting. 2. I think TOPSHOP can try to re-launch Taiwanese market, because most of Taiwanese adore foreign famous brands, especially this kind of high-fashion brand, I think if they do some strong advertising, let Taiwanese people know how TOPSHOP is popular in Europe, Taiwanese people is willing to buy their products!
86
thesis-1.indd 86
2011/7/5 5:13:18 PM
· The second person Name: Gladys Tsai Age: 27 Occupation: International fashion news reporter · Do you familiar with TOPSHOP? Why you know this brand ? Yes, since childhood because it was literally in Taiwan.
2. Can you describe the image of TOPSHOP for you? There are many kinds of products in this brand, Which item you think is the most one you love to buy frequently? It was promoted as a chic, urban, and British brand (somehow the brand has a strong link with the country, we don’t always know which brand comes from which country but this one was clear). It was not cheap in Taiwan so I always only took it seriously during sales. But when I was in Ireland I realized it’s just a common brand for everyone, not particularly expensive. I like their tops most; I guess that’s why it’s called Topshop?
3. If TOPSHOP want to going to Taiwan again, who will be their competitors? For example, The middle-price Japanese brand UNIQLO and Taiwanese local clothing brand NET, how will you compare with them by quality, design style, popularity and price? Itself. Price decides everything, quality and style are important too. Uniqlo has simple design (sometimes no design at all), but it’s famous for its good quality. Also, the price is not outrageously expensive, which make people here willing to spend their money. I wouldn’t say the uniqlo products are “unique” or “special”, but definitely practical if you can’t afford to have a different outfit every day. NET is interesting though. It has become a copycat these years, which I personally find pretty sad. I have seen exactly the same designs coming from Mango in NET’s window… it was annoying because NET used to have a good reputation in Taiwan. Although I guess more of the Taiwanese people didn’t realize it’s 87
thesis-1.indd 87
2011/7/5 5:13:18 PM
a local brand in the beginning, and the trademark of NET is obviously an imitation of GAP. However, the advantages of NET are price (it was not considered a cheap brand but if you look at foreign brands in Taiwan, NET is okay), design (why not get the same design from international brand with only half the price?) and location. Most international brands didn’t get to have too many branches in Taiwan (except for Esprit maybe? Still it’s not as popular as NET) unless they stay in department stores only. NET is just so much accessible. I’m not familiar with the current TOPSHOP. But I guess if they can maintain a reasonable price, good interior design of its shop (it’s called simple in Europe, but shabby in Taiwan if they insist on keeping the original interior design as in the UK. Don’t forget about the tragedy of M&S in Taiwan…), find some smiley and professional staff, offer good customer service and frequent sales, it still has a chance. And if its target is teenagers, always remember to keep the price reasonable!
4. According of news, European brands- ZARA and H&M will going to Taiwanese market recently, however TOPSHOP seems have no plan to re-enter Taiwan, do you think ZARA and H&M will carve up Taiwanese market first? Will it become a crisis for TOPSHOP if they want to re-launch Taiwan? If you are customer, this three brands are located in the same shopping district, how will you choice them? Depends on the price! I don’t think it’s too smart for TOPSHOP to come back to Taiwan unless it makes a drastic change. It’s mean to say so but I don’t think it’s internationally compatible with ZARA and H&M in terms of its popularity. When Taiwanese people travel abroad, we would want to (or have been told to) check out ZARA and H&M, even in other Asian countries (not necessarily in Europe). But I have never heard of anyone who said “you have to check out TOPSHOP!” I ran into it in Bangkok and still I didn’t feel like spending time checking their clothes…again, maybe it because of its boring interior design. I can’t say ZARA or H&M is any better; but at least they make me feel I can go in and have a look. Because of the uncertainty of price and many other factors, I can’t decide what my priority is, but I guess if I have to choose, it might be: 1. ZARA 88
thesis-1.indd 88
2011/7/5 5:13:18 PM
2. H&M and TOPSHOP 3. p.s. H&M is just too expensive in Japan. And my impression of its clothes stays like “cheap but not durable”. The fabric is not strong and sustainable, which makes it vulnerable comparing to Uniqlo.
5. As a customer’s view, what conditions TOPSHOP must have then they can successful re-launch Taiwanese market? Do you think TOPSHOP has any possible they can do well in Taiwan? 1. Please see answer 3. 2. No. 3.
Appendix 4 - Japanese Fashion Designer and their works
89
thesis-1.indd 89
2011/7/5 5:13:21 PM
90
thesis-1.indd 90
2011/7/5 5:13:29 PM
91
thesis-1.indd 91
2011/7/5 5:13:29 PM