Figure 1. own collage (this study, 2020)
ELLA WESTERMAN - 201329498 FASHION MARKETING - MARKETING MIX REPORT 2020 Word count : 3450
Figure 3. Topshop 2018 denim campaign (Gladwell H, 2018)
CONTENTS
Abstract and Introduction ................................ 4 Liturature Review ............................................. 5 Methodology ................................................... 6 Topshop ............................................................. 7 Product ............................................................ 8 Price ................................................................. 9 Place............................................................... 10 Promotion ............................................ ............11 Acne Studios .................................................... 13 Product ............................................ ...............14 Price ................................................................15 Place ................................................................16 Promotion ........................................................ 17 Discussion ........................................................ 18 Recommendations .............................................19 Conclusion ......................................................20 Appendix ..................................................... 21-31 List of References ....................................... 32-33 List of Illustrations ....................,............. 34-35
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Figure 2. Acne Studios X Robbie Barrat campaign (XR Goes Pop, 2020)
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LITERATURE REVIEW
ABSTRACT The objective of this report is to explore how two retailers that operate at different levels of the fashion market deploy differing methods of the marketing mix on a similar garment. To do so, I examined a leather jacket from a high street and one of from a Iuxury retailer. Through the use of both primary and secondary research, with qualitative and quantitative data, I was able to understand how the application of the four components of the marketing mix: product, price, place and promotion differed in accordance to the position of the retailer within the fashion market. Figure 5. Acne Studios S/S17 campaign (Sleek, 2017)
INTRODUCTION The following report offers a comparative analysis of the application of the four components of the marketing mix; product, price, place and promotion to two visually similar garments that are being retailed at different levels of the fashion market. To carry out this investigation, I have focused on a biker style jacket designed by the high street retailer Topshop and one by luxury retailer Acne Studios, to explore how both brands utilise their marketing mix strategy to engage with their target market.
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Figure 4. Topshop Denim campaign S/S18 (Murray G, 2018)
Figure 6. Acne Studios S/S17 campaign (Sleek, 2017)
The marketing mix is a “set of controllable marketing variables” that a company uses to “produce the response it wants in the target market” (Armstrong G and Kotler P, 1989, p45). The marketing mix is a tool kit “used to influence customers” (M Rafiq and P Ahmed, 1995). The four components of the marketing mix were rationalised into the 4Ps- product, price, place and promotion by Jerome McCarthy in the 1960s. These components are all interrelated so significantly impact upon the effectiveness of one another. The marketing mix employed “will be unique to each company or situation” (Posner H, 2015, p41). However, the aim of the marketing mix remains the same, to generate “profitable customer relationships” (Armstrong G and Kotler P, 2011, p45), that will enable to company to gain a competitive edge in the industry. This therefore will ultimately ensure optimum profit levels annually.
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METHODOLOGY
Figure 8. Topshop A/W16 campaign (Fashion Gone Rogue, 2016)
In order to conduct the following report, I aimed to carry out primary and secondary research to provide me with both qualitative and quantitative data on both of the brands. However, due to the current climate concerning the ongoing Coronavirus pandemic, I was unable to carry out the primary research I had intended to do, which included store observations or customer and employee interviews. However, as I had already visited the Leeds Topshop store and Acne Studios concession in Harrods recently, I had a pre-existing understanding of how both brands employed the marketing mix in relation to their physical stores. Consequently, for the report I had to rely more heavily on secondary research than I had initially planned to. As for secondary research, I used online articles and brand reports that provided me with a more holistic view of the two companies and their differing methods of employing the marketing mix. The brand’s websites provided me with information on both of the garments as I was unable to source the jackets. Finally, the brand’s websites and Instagram accounts enabled be to gain insight into how the two companies aim to convey their online presence and promotions.
Figure 7. Acne Studios black top (Acne Studios Lyla Gallery, no date
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TOPSHOP Topshop, “is positioned as one of the main directional high-street fashion retailers in the UK” (Jackson T and Shaw D, 2009, p264). The British retailer, established in 1964, prides itself on being a “pioneering, ground-breaking fashion brand (Arcadia, 2020). Topshop is renowned for offering cutting edge “trendled” fashion at an affordable price (Arcadia, 2020). The high street retailer markets its designs to diverse range of women of different ages, sizes and ethnicities. Therefore, aims to showcase itself as “the original champion of individuality” as their clothes are driven by creativity (Arcadia, 2020).
In terms of Levitt’s (1980) Total Product Concept theory (see appendix f), the core product offered by Topshop is trend led fashion, priced affordably for its customers. The actual product relates to the ‘Black Faux Leather Biker Jacket’. The jacket comes in UK sizes 4 to 18 and covers both the Regular and Petite range. The actual product is reflective of a traditional biker style jacket with silver zipper fastening and studs. The outer part of the jacket is made from 100% Polyurethane. It is this elastic polymer-based material that creates the illusion that the jacket is made from real leather yet at a much lower cost to produce. The inner lining of the jacket made from 100% Polyester. The machine washable nature of the jacket reflects the lower price point. However, the central zipper adds function as well as detail to the jacket as the user is able to style the garment in different ways.
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Topshop employs a variety of pricing strategies. Firstly, cost based pricing arises as Topshop “pay for the products they have ordered from suppliers” (Jackson T and Shaw D, 2009, p125) This price covers the production costs of manufacturing the faux leather jackets. Topshop faux leather jacket is produced in China. This therefore means there are higher transport and shipping costs as more intensive distribution channels are required in comparison to companies that manufacture closer to the stores (see appendix K). In terms of the customer-based pricing strategy, Topshop has adopted a premium pricing strategy. This higher pricing strategy is aimed at encouraging favourable perceptions amongst customers that Topshop offers higher quality product in comparison to their retail competitors. This is evident as Pull & Bear offer a similar style faux leather jacket yet price it at £25.99 (Pull & Bear, 2020). The Topshop Black Faux Leather Biker Jacket remains more expensive at £39 even after its 30% price reduction. Topshop also employs price adjustment strategies to drive sales which include 10% student discount that is available through Unidays all year long, as well as higher seasonal discounts that are available for limited time periods. Both of these can form customer loyalty towards the brand and help to attract the younger market that Topshop’s products are designed for. In terms of the price architecture of Topshop (appendix H), this brand offers a wide range of affordable to high-end garments. The price of items begins with the lowest, entry level pricing of socks at £2 to exit level at £295 for a Topshop Boutique real leather jacket. However, the average price of products in Topshop is between £30-50.
Figure 12. Pull & Bear Faux Leather Biker Jacket (Pull & Bear, 2020)
The design features two functioning zipper pockets, in which reflect the style of traditional biker jackets whilst adding to the functionality of the garment. In relation to the augmented products offered alongside the jacket, Topshop offers free standard delivery on all purchases if they live in the UK and on orders over £100 for international customers (Topshop, 2020). Topshop also offers a 28 day returns policy on all items (Topshop, 2020). It is these added value details that are included within the total product that enhances Topshop’s products and makes them more appealing to their target market. Referencing Maslow’s hierarchy of needs, Topshop’s ‘Black Faux Leather Biker Jacket’ can be categorised as part of the ‘Esteem Need’ (Maslow A.H, 1943) (appendix G.). This is because purchasing fashion items is a hedonic need as it increases confidence and self-esteem. Maslow (1943) indicated that these needs are most important amongst the younger demographic. Therefore, Topshop, who’s “target market is 16-30-year-old women” (Arcadia, 2017) has understood this theory and created garments at an affordable price point to enable these women to keep up with the latest fashions.
PRICE
Figure 10. Topshop Black Faux Leather Biker Jacket (Topshop, 2020
Figure 9. Topshop Black Faux Leather Biker Jacket (Topshop, 2020)
PRODUCT
Figure 11. Topshop Denim campaign A/W18 (Kareh E, 2018)
Figure 13. Topshop Black Faux Leather Biker Jacket (Topshop, 2020)
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Figure 14. Topshop Store (Santamaria B, 2020)
PLACE Topshop is a multinational corporation that operates 620 stores located in over 40 countries (Arcadia, 2020). Topshop stores are located in most cities globally, which provides convenience for their consumers as they can access Topshop garments with ease. The brands iconic flagship store is situated on London’s Oxford Street and attracts 400,000 customers every week (Arcadia, 2020). Topshop has also adopted a hybrid approach by offer their products in both their own stores as well as in concessions in department stores such as Selfridges. This is an advantage for Topshop as they do not need to spend money building physical stores but are able to target more customers. Alongside this, Topshop offers an effective online presence through its e-commerce platforms and its website and app. The Topshop.com website enables for shipping to over 110 countries worldwide. This effective delivery service provides accessibility for those customers that cannot reach a physical store. Overall, Topshop’s physical and digital presence enables the company to penetrate the global market by engaging with their target market and subsequently encouraging them to purchase.
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The affordability of Topshop’s mass market products is due to the fact the brand uses a horizontal integration strategy (appendix j). This outsources production to factories located in low income countries, with 75% of Topshop’s production located in “Turkey, China, Romania, Vietnam and India” (Arcadia, 2018). Due to outsourcing, Topshop experiences a reduction in the control over how the garments are actually made as they do not directly own the factories.
Figure 15. Topshop Instagram Page (Instagram, 2020)
PROMOTION Topshop operates a diverse promotional mix to “promote their... products and services” (Posner H, 2015, p172). Topshop’s Integrated Marketing Communication (IMC) strategy, consists of advertising, sales promotion and public relations to engage with their consumer base. PR is vital as it creates brand awareness and promotes upcoming events. Topshop’s advertising strategy uses traditional communication mediums such as print media in editorial magazines and outside media like billboards to promote new collections as well as utilising celebrity endorsements to generate strong brand relationships. Perhaps the brands most famous collaboration was with supermodel Kate Moss, who’s collection was “an interesting exploitation of a star’s personality, style and aura of exclusivity into a regular” Topshop range (Arnold R, 2009, p82). The availabilty of student discount, alongside seasonal sales promotions and discounts is also vital to Topshop’s promotions as it provides incentives for purchase.
Promotions rely heavily on “digital content-led marketing” (Baker R, 2013). Topshop has the largest social media presence compared with 70 other UK fashion retailers in 2017 (Stevens B, 2017) (appendix L) with 10.2 million followers on Instagram and “over 4.5 million weekly visits across mobile, tablet and desktop” (Arcadia, 2020). This is vital for Topshop’s promotions as “Instagram was found to be the biggest driver of social presence” (Stevens B, 2017) as it allows Topshop’s “products... to speak directly” to the consumers “individual needs” (The Business of Fashion, 2013). Topshop uses Instagram to share outfit ideas through the hashtag feature #TopshopStyle which has 411,525 posts. Social media has enabled Topshop to create a more “seamless shopping experience” by offering shoppable posts that link the products directly to the website (Drapers, 2018). Similarly, Topshop also uses direct marketing via emails to establish a direct link between themselves and the end consumer. Finally, Topshop relies upon their sales staff offering a Personal Shopping service that is “available free of charge” and is done “instore by appointment only” (Topshop, 2020). This enables customers to receive professional advice and styling tips, which adds a sense of exclusivity to what the high street retailer offers. 11
Figure 16. Topshop London Fashion Week (Topshop Blog, 2017)
Figure 17. Acne Studios S/S16 campaign (Rudman F, 2016)
Acne Studios is a Swedish luxury retailer that has become “synonymous with arty fashion” (Numero, 2016). The fashion house, founded in Stockholm in 1996, specialises in men’s and women’s ready-to-wear fashion, footwear and accessories. The collections are defined by the creative director Jonny Johansson’s “signature juxtaposing design and attention to detail” with the emphasis “on tailoring and an eclectic use of materials and custom developed fabrics” (Acne Studios, 2020). Acne Studios offers garments that are both “minimalistic, timeless” but also “very outgoing” (Tribute To, 2018).
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PRODUCT
In terms of the total product offered alongside the jacket, Acne Studios provides a dust bag, which is considered to be part of the product. Additionally, complimentary express delivery and shipping is offered to all customers (Acne Studios, 2020). Acne Studios also offers a full refund or exchange if the unwanted item is shipped/postmarked within the 14 days of being delivered to the customers home. However, due to the luxury status of the brand, Acne Studios only offer a full refund if the item is “returned in its original condition with original labels and packaging” (Acne Studios, 2020). In addition to the tangible product, Acne Studios also offers intangible associations in relation to assistance on size guides and other product queries through a direct phone line, live chat or by email as well as a 12-month warranty on items. These intangible offerings are evidently linked to Levitt’s total product concept, whereby the augmented product offerings elevate the product and give it a competitive advantage (Levitt, 1980)(appendix F).
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PRICE The Acne Studios ‘Mock black jacket’ retails at £1200, meaning it fits within the luxury price bracket. The brand, like other luxury retailers, use a customer-based pricing strategy as it is recognised to be the most “effective approach to pricing for companies wishing to achieve profitability and sustained success” (Hinterhuber A, 2008). This means the price points is set in accordance with what the customer is willing to pay. Due to the high-quality materials used in the jacket, alongside the luxury status of Acne Studios, the customer is willing to pay more for the garment. In terms of the price architecture of Acne Studios, a wide range of items is offered from those considered to be more affordable to higher-end garments. The price begins with the lowest, entry level pricing of a beanie for at £100 to exit level of £2000 for a Landscape-painting trench coat. Evidently, Acne Studios has a larger price architecture than Topshop. Unlike other luxury retailers, Acne Studios does utilise sales promotion strategies that dramatically reduce the prices of garments to move older stock. One such example of this is Acne Studios being sold on the website The Outnet, where the majority of items have 40-55% off the original selling price. This is unusual for luxury retailers as most do not use sales promotions as the price reduction can lead to customers feeling “cheated if a prestige brand is offered at well below the normal high price” (Jackson T and Shaw D, 2009, p133). However, Acne Studios fan base is “diverse and inclusive” therefore the pricing reflects this (Tribute To, 2018). ).
Figure 20. Acne Studios S/S20 campaign (Email Tuna, 2020)
The Acne Studios ‘Mock black jacket’ is a biker style jacket that retails at £1200. The actual product is a slim fitting leather jacket with an asymmetrical exposed zip offered in European sizes 32 to 42. The outer part of the jacket is crafted from 100% lamb leather, with the inside lining made from 52% viscose and 48% cotton with tonal stitching. The high-quality nature of the materials in the jacket is emphasised by the fact that it requires specialist leather cleaning. In relation to the actual product (Levitt, 1980), the jacket features distinct design features of the traditional asymmetrical zip fastening with three functioning pockets as well as a buckled belt. These features add to the functionality of the garment as well as the aesthetics as it allows the wearer to adjust the garment to suit their body shape and achieve a more tailored affect.
Figure 21. Acne Studios Copenhagen store (Peters F, 2017)
PROMOTION
PLACE
Acne Studios is “one of the fastest growing luxury companies” yet they do not promote their brand in the same commercial way as others (Van Elven M, 2018). Acne Studios utilise an interesting tactic of promotion and communication as they intentionally refrain from advertising and rely mainly on word of mouth. Even though Acne Studios do have different social media channels, they do not use their social media platforms to get branded content to their 2.9m followers. Instead, Acne posts images from behind the scenes of their events and pieces of artwork that aim to offer an insight into the brand. Creative director, Jonny Johansson says, “we never paid anyone we don’t want to” however “that doesn’t mean we don’t like celebrities wearing our clothing, but that strategy is cold and hard and short-lived” (Cochrane L, 2013). The fact that Acne Studios does not heavily engage in digital content marketing or celebrity endorsement allows the brand to remain mysterious and make the customers want to know more about it therefore will visit an actual store rather than just browse online. In terms of advertising, Acne Studios rarely employs external advertising, instead consciously promoting their brand through a bi-annual magazine, Acne Paper. This magazine collaborates with other artists and designers. Acne Studios does however show at Paris fashion week. The use of catwalks in their promotional mix is used to “seduce and tempt viewers by showing idealized vision of garments” (Arnold R, 2009, p3).
The Stockholm based retailer operates in 60 retail stores in “24 cities, 14 countries on 4 continents” (Acne Studios, 2018/19), with their flagship stores situated in Paris, London, New York City, Los Angeles and Tokyo (Acne Studios, 2020). However, unlike many other retailers, Acne Studios prefer to establish stores in off centre locations, with its first Paris store in a converted garage that is “hard to find” (Cochrane L, 2013). Acne Studios have made the conscious decision to limit the number of stores and use exclusive distribution channels to maintain the exclusivity of the brand and its products (appendix k). Therefore, this means customers will have to travel in order to make a purchase (Farfan, 2019). However, the brand does operate online stores in 48 countries . Acne Studios produces 1.5 million products annually, with its range of high-end ready-to-wear men’s and women’s clothing being manufactured by 76 suppliers in 142 factories across 15 countries (Acne Studios, 2017/18). Their main manufacturing operations are carried out in Europe, China, Turkey, South Korea and Morocco (Acne Studios, 2015). The luxury fashion retailer aims to maintain operations within countries that have been deemed ‘low risk’ by the Fair Wear Foundation (Acne Studios, 2015/16). This means that 96% of production has been monitored and deemed to have ethical working conditions for workers (Fair Wear Foundation, 2020). Acne Studios operate with more of a direct business relationship with its supply factories as half of their production is undertaken by factories that have worked for the company for five years.
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Figure 22. Acne Studios Magazine B Issue no.61 (NeoCha, 2020)
DISCUSSION
Figure 23.Topshop 2018 denim campaign (Planelles C, 2018)
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Through this report, I have identified how the application of the marketing mix strategies differs due to the different market levels in which Topshop and Acne Studios operate in (appendix M and N). This is evident from the pricing strategies of the retailer’s biker jackets. The price of the products not only reflect the quality of the materials used but also the target customers perceived expectations of the intangible attributes offered alongside the item. My findings showcase how the promotional mix varies between Topshop and Acne Studios. The high street retailer utilises multi-channel promotional strategy through the use of an effective social media presence, celebrity endorsements and sales promotions to engage with their target market. On the other hand, Acne Studios applies limited and more allusive promotional strategies that rely on internal advertising to maintain the exclusivity of the brand. These findings have been observed further in a SWOT and PESTLE analysis that analyses the micro and macro environments in which the brands operate (appendix O, P, Q). Through this understanding, I have offered recommendations which can be used by the brands to implement a more successful marketing mix strategy that enables Topshop and Acne Studios have an advantage over their competitors in their own market levels.
Figure 24. Topshop knitted bag (Topshop Blog, 2020)
Reflecting upon my SWOT analysis, I recommend that Topshop introduce a wider range of sizes for their products, which would include the introduction of a plus-size range to cater for women over the size of 18. I also think they should consider expanding their petite and tall range to offer wider product lines. In doing so, Topshop would increase their target audience. Topshop may also consider expanding into new markets by offering a homeware range like Zara and Urban Outfitters have done, enabling them to attract alternate customer markets. As for Acne Studios, by improving their online content and social media presence, the brand will be able to interact with their customer base more effectively and subsequently ensure greater consumer loyalty. In relations to Acne Studios product lines, they may consider expanding into athleisure or workwear ranges as this would attract a different type of customer to their usual target market.
RECOMMENDATIONS
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Figure 26. Acne Studios scarf (Northman T, 2017)
APPENDIX
CONCLUSION
Appendix A - Store Observation
To conclude, it is evident from this report that the marketing mix strategies applied to a similar style garment sold by two retailers is unique and highly dependent on the market value position of each brand. However, further research would need to be carried out to determine whether these findings are representative of the entire brand or only applicable to the two biker style jackets. Overall, the unique application of the marketing mix will increase a brands revenue and a competitive advantage in the market. This allows a brand to stand out within the industry, therefore it is vital that brands customise the marketing strategies to suit their objectives and engage with their target market.
Topshop (Leeds)
Acne Studios (Harrods)
Figure 25. Topshop model in pink fur coat (Topshop Blog, 2017)
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Place
Visual Merchandising / Window Displays/ Shelf allocation
Store Atmosphere/ Customer service image/ variety/ / after sales seravailability vice/ warranty
Packaging/ instore promotions
Easy to access as it has stores in most cities and shopping centres in the UK. Situated in Trinity next to River Island
Attractive window displays that are changed regularly to show new stock. Posters of campaigns and mannequins show items. Neat and tidy store with items hung on hangers. The store layout was organised and structured so easy to navigate.
Busy atmosphere with lots of shoppers. Assistants are polite and helpful. There is a large variety of stock with many sizes of each garment. There was a DJ playing on the ground floor. This adding to the youthful atmosphere of the store.
There was a lower quality of customer service as the staff were situated by the tills and changing rooms. This meant if you had any questions you had to go ask there as there weren’t many staff circulating round the store. Topshop do not offer a warranty service. If you wish to return clothes you must have a receipt and do so within 30 days of purchase.
10% student discount
More difficult to access as there are only 5 stores in the UK. Of that 4 are located in London. Acne Studios I visited was in Harrods.
Minimalistic yet futuristic layout. Played upon neutral tones. There was use of industrial materials and grid lighting. Each store is unique. The brand focuses more on instore display rather than window, but both are cohesive to give consistency.
Quiet as there were only two customers in the store. Aspects of exclusivity. As for the garments, there was limited stock out on display. For each item you had to ask for your specific size.
The brand offers high quality customer service. You are greeted with a smile. There are sales staff there to help with any questions or queries. They do not push any sales on you and allow you to just browse. There is a 12-month warranty with garments.
Items are boxed up after purchase and placed in a structured pink paper bag that bares the company logo. All coats come in duster bags to help protect the garment.
5p plastic carrier bag
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APPENDIX
APPENDIX
Appendix B - Website Analysis
Appendix D - Brand Pyramid of Market Levels
Product description
Topshop
Acne Studios
Detailed fitting/ styling advice
Customer reviews
Exude cool girl Model’s height is None 5’9 and she wears vibes with this a size 8 faux leather biker jacket. This outerwear layer is an effortless piece that goes with a minimal tee and jeans combination or an evening dress, the style combination is yours to make.
Other user-friendly features
User interactions – social media
Additional Promotional mix features
Size Guide
Links to Instagram, Facebook, Twitter, Pinterest and Snapchat
Sign up to receive 10% off your first order
Find in store Wash care instructions
10% off all year round for students Get up to £15 in gift cards when you open and spend on the Topshop Mastercard
100% Polyurethane.
join our newsletter for 15% off
Machine wash.
NHS 20% off
Acne Studios Mock black jacket is crafted from soft lamb leather to a comfortable, slim fit, and features traditional peak lapels, multiple zip pockets and a broad-belted waist.
Press stud peak lapels, zip pockets, front zip closure, waist belt, fully lined, main material: 100% Lamb leather. Sim fit, true to size, European sizing. Model is 177cm/5’9” and wears a size 36
None
Size Guide Fit Visualiser
Links to Instagram, Facebook, Twitter, Pinterest and Tumblr
Complimentary express shipping on all orders
Figure 27. Brand Pyramid (This study, 2020)
Appendix E - Brand Positioning Map Brand position is related to “the perception of a firm and its marketing mix by the target market” (Easey M, 2002, p104). A brand positioning map is used to pinpoint the “desired position for a brand and give a visual overview of this position relative to that of competitor brands within a market” (Posner H, 2015, p56). This can be seen through my personal brand positioning map that places Topshop as a brand that offers mid-quality products at a lower price range suitable for the mass market. On the otherhand, Acne Studios has been positioned to offer high quality clothes at a high price, which is what is to be expected of a luxury retailer.
Find in store Live Chat and telephone helpline
Appendix C - Market Levels Jackson and Shaw (2009) defines market positioning as “the position that the brand is perceived to hold in a market compared with competitors” (p399). The fashion market is constructed of five different categories. Posner (2015) defines these as Haute Couture, high end luxury fashion, mid-market, mass market and value market (p10). Through this categorisation, it is clear that Acne Studios is positioned as a luxury ready-to-wear brand. Luxury ready-to-wear garments are expensive but are not unique. They are “produced in limited numbers and, although” they may be “produced abroad, there is very strict quality control” (Easey M, 2002, p16). A luxury product may “confer a particular image and status on the owner, making the product desirable for reasons other than” functionality (Jackson T and Shaw D, 2006, p57). Whereas, Topshop is positioned as mass market. this refers to high street retail chains that offer affordable yet fashionable clothing. 22
Figure 28. Brand Positioning Map (This study, 2020)
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APPENDIX
APPENDIX Appendix I - Distribution Channels
Appendix F - Levitt’s Total Product Concept
Globalisation has enabled easing of international trade restrictions, faster and more reliable communications, “increased wealth and saturated domestic markets have all encouraged companies to trade beyond their original national boundaries” (Jackson T and Shaw D, 2009, p205). Companies in different levels of the fashion market opt to utilise different distribution channels in order to get their products to the right consumers.
Figure 30. Levitt’s Total Product Concept (Posner H, 2015, p43)
Appendix G - Maslow’s Hierarchy of Needs
Figure 33. Distribution Channels (Jackson T and Shaw D, 2008, p206)
Figure 7.1 indicates a distribution channel that is typical of a mass market brand like Topshop. On the other hand, figure 7.3 highlights the relationship between a luxury brand like Acne Studios and their consumers. Appendix J - Company Integration
Vertical Integration is an “arrangement in which the supply chain of a company is owned entirely by that compa-
Figure 31. Maslow’s Hierarchy of Needs (Jackson T and Shaw D, 2009, p5)
Appendix H - Price Architecture
ny, from the raw material through to the finished product” (Skinner M, 2016, p308). Vertical integration enables brands to shorten turnaround times therefore reducing the lead time. Horizontal Integration is a strategy where “a company diversifies its operations by expansion, merger or takeover to give a broader capability at the same stage of production” (Skinner M, 2016, p308). This method of integration is most common with mass market fashion brands like Topshop that outsource their production to a variety of factories globally that they do not own just subcontract to manufacture their products. Luxury brands also operate horizontal integration strategies as they also don’t directly own the factories they produce their products in, however they impose stricter labour standards. Appendix K - Distribution Methods
Intensive Distribution : The company aims to sell as many of each product as possible. There is no monopoly so the
product is widely available. With accessibility and affordablity the main criteria, the product operates at a much smaller profit margin per item (Logkizidou M, 2020, Marketing Mix - Price & Place)
Selective Distribution : The product is only distributed to a select number of outlets within a defined geographical area (Logkizidou M, 2020, Marketing Mix - Price & Place). Exclusive Distribution: The product is only available in one outlet within a defined geographical area. These products are usually in low demand as they are more expensive speciality products. Consumers are more likely to travel to purchase these items, which adds to the exclusivity (Logkizidou M, 2020, Marketing Mix - Price & Place). 24
Figure 32. Price Architecture (Posner H, 2015, p46)
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APPENDIX
APPENDIX
Appendix L - Topshop Social Media Usage
Appendix M - Brand Comparison
Topshop
Acne Studios
Market Level
Mass market high-street retailer
Luxury ready-to-wear
Distribution Channels
Intensive distribution Online Instore
Selective Online Instore Concessions in department stores
Global Availability
Africa Asia Australia Europe North America Sout America
Asia Australia Europe North America
Head Office
London, UK
Stockholm, Sweden
Product Lines
Women
Women Men
Target Customer
15-35
20-45
Delivery times and prices
Free standard delivery on all orders (up to 5 days) Express next day delivery: £6 Standard delivery to any store (3-7 days): Free Free standard international shopping on orders over £100
Complimentary express shipping on all orders (2-3 business days). All orders are fully traceable on the website
Returns policy
14 days (returning instore) 28 days normally but there has been an extension to 45 days for postal returns due to coronavirus
Free returns within 14 days of delivery, online or in-store
Figure 34. Brand’s social media usage in 2017 (Stevens B, 2017)
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APPENDIX
APPENDIX
Appendix N - Product Comparison
Appendix O - Topshop SWOT Analysis
Topshop
Acne Studios
Product name
Black Faux Leather Biker jacket
Mock Black Cropped Biker Jacket
£39 (originally £49)
£1200
Material
Outer: 100% Polyurethane Inner: 100% Polyester
Outer: 100% Lamb leather Inner: 52% Viscose and 485 cotton
Care Instructions
Machine wash
Specialist leather cleaning
Sizes
28
Regular or Petite UK sizes 4,6, 8, 10, 12, 14, 16, 18
European sizes 32, 34, 36, 38, 40, 42
Fit
Slim fit
Comfortable, slim fit
Product features
Traditional biker style jacket with Traditional peak lapels, multiple silver zipper fastenings and studs zip pockets and a broad-belted waist
Country of manufacture
China
Turkey
Promotional discounts
10% student discount all year round
None
S- Global trengths awareness of the brand
W eaknesses - Limited size availability as they only stock
- Loyal customer base - Operates 620 stores in over 40 countries, which all generate high levels of footfall - Operate an effective social media presence - Professional website - Offer 10% student discount all year round which appeals to the younger bracket of their target market - Collaborate with celebrities like Kate Moss, Karlie Kloss and Beyoncé. These endorsements drive sales.
sizes 4-18. - Do not advertise for different body types - Recent bad publicity as Topshop owner Sir Phillip Green was accused of sexism and racism - Invests in limited TV advertising, which means people that do not use social media regularly may miss new product launches - Their products are designed for a younger demographic therefore may not be suitable for older generations. In doing so, Topshop is losing out on an affluent customer bracket.
- Trend led fashions
Opportunities
- Invest more in sustainable ranges to help deal with the fashion industries impact on the environment - Growing interest in product differentiation and uniqueness therefore consider offering personal customisation to products. - Invest more in traditional forms of advertising such as editorial magazines like Grazia. - Offer a plus size range and more products in the petite/tall ranges. - Consider expanding into new markets by offering something like a homeware range like Zara and Urban Outfitters have done. This would attract alternate customer markets.
T hreats - Competition from online retailers such as ASOS and PLT, that offer similar products at cheaper prices. - High street stores like River Island and Zara offer a similar price range as Topshop however they also offer products at cheaper prices to attract a wider customer market. - Greater awareness of fast fashion’s impact of the environment and a move towards more sustainable fashion. Customers are becoming more conscious so are investing in more expensive, classic pieces that won’t go out of fashion.
NEGATIVES
Price (GBP)
INTERNAL FACTORS
POSITIVES
Brand
EXTERNAL FACTORS
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APPENDIX
APPENDIX Appendix Q - PESTLE Analysis
Appendix P - Acne Studios SWOT Analysis
P
INTERNAL FACTORS Strengths
innovative brand - Associated with the Scandi Cool aesthetic - Doesn’t conform to the conventional forms of advertising - Utilises their recognisable and interesting retail space - Operates 60 retail stores in 24 cities, 14 countries on 4 continents - Operate concessions in top department stores like Harrods, Selfridges, Bergdorf etc - Well known amongst creative society which defines their target audience - The use of a multidisciplinary approach
- Limited social media presence - No app for iPhone/iPad so is losing out on e-commerce growth - Limited advertising in any other magazine but their own - Merchandise may be considered to be too quirky for the average person therefore are limiting their target audience
O pportunities Threats - Improve online content/social media in order to - The growing popularity of social media being interact with their target market more effectively - Create an app - Brand expansion eg: more physical stores - Expand their advertising and marketing strategies - The majority of Acne Studios designs are categorised as luxury ready-to-wear, yet customers require different types of clothing for different occasions. To address this, Acne may consider expanding their workwear and athleisure product lines.
used as the main strategy of promotion for their competitors - Changing consumer buying habits as fast fashion is reshaping the fashion industry with customers buying more for cheaper prices rather than necessarily investing in quality. - By operating many physical stores, Acne Studios encounters high business tax rates. This means they have higher operating costs than online retailers. - Whilst competitors are expanding into different markets eg: athleisure, Acne Studios is not.
EXTERNAL FACTORS
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NEGATIVES
POSITIVES
- Well established reputation as a different and
Weaknesses
E
(political)
(economic)
Brexit is one of the main political issues facing fashion. The UK fashion sector is “built on duty free access to the EU” therefore it is now facing “the risk of export tariffs into its biggest trading partner from 2021” (Arnett G, 2020). This is an issue as “80% of UK clothing exports are currently sent to the EU” (Arnett G, 2020). The UK may now also face issues with their supply chain as well as workers. This is because “more than 10,000 European staff work in the British fashion industry” (Tobin L, 2019).
The global recession of 2008 caused "increasing unemployment and higher interest rates" (Easey M, 2002, p39). This lead to reductions in levels of disposible income that a consumer had therefore they had to be wary of frugal spending on items like clothing. This meant that the number of UK fashion retailers going “into administration ... rose by 21%” (Posner H, 2015, p69).
Fashion brands have to consider the different political regulations in the different markets that they operate due to labour laws. The suitability of the advertising has to be considered for different markets. This would include the choice of photographs and wording as if wrongly used some markets may take offence and this would damage the brand image.
S
(social)
T
(technological)
Demographic changes like the aging populations of Western countries may result “in a threat for solely teenage-orientated apparel firms because of the competition for their shrinking segment becomes more intense” (Chavan R, 2018, p217).
Advancements in technology have further enhanced customer experiences in the fashion industry. Topshop “have led the way, combining virtual reality and Instagram-friendly photo opportunities to drive footfall” (Hawken L and Sailsbury F, 2017) .
Increasing customer awareness of the implications of fast fashion has caused “changes in customer behaviour and attitudes towards fashion companies are increasing the demand” for sustainability (Chavan R, 2018, p217).
Computer-aided design (CAD) enables designers to create and experiment with products on screen. This reduces the money wasted “sampling products in the early stages of development (Posner H, 2015, p69).
L
(legal)
E
(environmental)
Have to abide by copyright law. Copyright law ensures that the original design cannot be copied or replicated.
Increasing consumer awareness of the environmental impact of fashion is driving new markets in sustainable and ethically produced goods.
In 1995 the “introduction of the minimum wage undoubtedly affected manufacturers” (Easey M, 2002, p27). This generated an increasing gap between UK manufacturers and those abroad. Therefore, to save money many UK companies began to outsource manufacturing to abroad.
Carbon footprint targets set at summits like the 2009 Copenhagen Climate Change Conference saw 115 governments commit to mitigate climate change (UNCC, 2009).
Brands also need to consider the weather and seasons in the different hemispheres as this will impact If a company trades whattypes of products There is increasing The emergence of the globally, issues may are purchased. For disparity between internet and social arise as each “country example, Australia has socio-economic groups. media has “facilitated has its own set of rules their summer whilst This inequality gap and accelerated the and regulations” that it is winter in the UK. means products have to infomation flow of have to be abided by This would mean Britremain affordable and new trends” (Chavan (Chavan R, 2018, p216). ish brands would have available for a range R, 2018, p217). These to consider offering of different incomes. technolgical advance- The labelling of seasonal product lines ments has enabled garments has to be that would cater Globalisation has the UK to become the correct for the market for these different The “global spread meant TNCs are “leading country in in which they are being timed seasons so not of coronavirus is entering new internaEurope in terms of sold. An example of to eliminate target continuously impacting tional markets. This online penetration” this is all children’s markets. Additionally, upon the fashion means the company with e-commerce sales clothes, “including the impact of global industry” (Ilchi L, has to consider if the reaching a walue of threads and trimmings, warming means summer 2020). The three week products they are “£688.4 billion in have to apply with the is getting warmer lockdown in the UK offering are deemed 2018” (Sabanoglu T, British Standard BS and arriving sooner. has seen retailers have socially acceptable 2019). 5722” (Easey M, 2002, Therefore, brands may to close and furlough for specific cultures. p27). have to bring foward their employees. This is Additionally, increas- Technology impacts their summer and spring having global impacts ing multiculturalism upon supply chains Proper code of collections. as the supply chain has means a company has to and manufacturing, conduct should be been interupted. accomodate for fiffer- providing mass market enforced to ensure the ent consumer needs. brands with “infamous- correct legal treatly short catwalk-toment of everyone in the high-street-lead times” supply chain. (Strategic Direction, 2005). In fashion, both imports and exports are greatly affected by the strenght of the British sterling. In the “1990s sterling was particuarly strong making imported clothing cheaper and hampering clothing exports by increasing their costs in foreign markets” (Easey M, 2002, p40).
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LIST OF REFERENCES Acne Studios, 2015/16, Acne Studios Social Report 2015-16 [online]. [Accessed 21st March 2020]. Available from https://www.acnestudios.com/ on/demandware.static/-/Library-Sites-acne/default/dwad56197f/csr/acnestudios-social-report-2015-2016.pdf Acne Studios, 2017/18, Acne Studios Sustainability Report 2017-18 [online]. [Accessed 21st March 2020]. Available from https://www.acnestudios.com/on/demandware.static/-/Library-Sites-acne/default/dw31e69165/csr/acne-studios-sustainability-report-fy1718.pdf Acne Studios, 2018/19, Acne Studios Sustainability Report FY 18/19 [online]. [Accessed 30th March 2020]. Available from https://www.acnestudios.com/on/demandware.static/-/Library-Sites acne/default/dw76456220/csr/Acne_Studios_Sustainability_Report_18-19.pdf
LIST OF REFERENCES Maslow, A.H. 1973. A theory of human motivation. In R. Lowry (Ed.),Dominance, self-esteem, self-actualization: Germinal papers of A.H. Maslow Monterey, CA: Brooks/Cole Publishing p. 153 Numero, 2016, A Meeting with the founder of Acne Studios, Jonny Johansson [online]. [Accessed 21st March 2020]. Available from https://www. numero.com/en/fashion/acne-studios-interview-Jonny-Johansson#_ Posner, H. 2015. Marketing Fashion: Strategy, Branding and Promotion. 2nd Edition. London: Laurence King Publishing Ltd. p10, 69
Acne Studios, 2020, About Acne Studios [online]. [Accessed 21st March 2020]. Available from https://www.acnestudios.com/uk/en/about/ about.html
Rafiq M and Ahmed P, 1995, Using the 7Ps as a generic marketing mix: an exploratory survey of UK and European academics. Marketing Intelligence & Planning, volume 13.
Acne Studios, 2020, FAQs [online]. [Accessed 30th March 2020]. Available from https://www.acnestudios.com/uk/en/faq/
Sabanoglu T, 2019, E-commerce sales in the United Kingdom (UK) 2014-2018 [online]. [Accessed 17th April 2020]. Available from https://www. statista.com/statistics/282162/e-commerce-annual-sales-in-the-united-kingdom-uk/ Skinner M, 2016, Geography for A-level and AS. 4th ed. Hodder Education: London. p308
Arcadia, 2017, Topshop [online]. [Accessed 24th March 2020]. Available from https://petrasalehdesigns.files.wordpress.com/2017/10/topshopbrand-report-pdf.pdf Arcadia, 2018, Modern Slavery Statement [online]. [Accessed 21st March 2020]. Available from https://s3-eu-west-1.amazonaws.com/craftweb-s3-2617/Arcadia-Modern-Slavery-Statement-2017-18.pdf Arcadia, 2020, Topshop [online]. [Accessed 22nd March 2020]. Available from https://www.arcadiagroup.co.uk/brands/topshop Armstrong G and Kotler P, 1989, Principles of Marketing, 4th ed., Prentice-Hall: New Jersey.p45 Armstrong, G. and Kotler, P. 2011. Marketing: An Introduction. United Kingdom: Pearson Education. Arnett G, 2020, Brexit is here. What’s next for fashion? [online]. [Accessed 17th April 2020]. Available from https://www.google.co.uk/amp/s/ www.voguebusiness.com/companies/brexit-is-here-what-next-for-fashion-luxury-eu-uk-tariffs%3famp
Strategic Direction, 2005, Topshop on top – gaps in Gap: The differences in marketing orientation of two leading fashion retailers, Strategic Direction, Vol. 21 No. 2, pp. 24. Stevens B, 2017, Topshop & ASOS top most influential social media list [online]. [Accessed 25th March 2020]. Available from https://www.retailgazette.co.uk/blog/2017/08/topshop-asos-top-uks-influential-social-media-list/ The Business of Fashion, 2013, The Basics | Part 8 – Marketing [online]. [Accessed 25th March 2020]. Available from https://www.businessoffashion.com/articles/basics/the-basics-part-8-marketing The Economic Times, 2020, Intensive Distribution [online]. [Accessed 18th April 2020]. Available from https://economictimes.indiatimes.com/ definition/intensive-distribution
Arnold R, 2009, Fashion A Very Short Introduction. Oxford University Press Inc: New York, p2, 82
Tobin L, 2019, How will Brexit impact the UK fashion industry? [online]. [Accessed 17th April 2020]. Available from https://www.standard. co.uk/lifestyle/esmagazine/how-will-brexit-impact-the-uk-fashion-industry-a3931611.html
Baker R, 2013, Topshop ramps up its content marketing [online]. [Accessed 25th March 2020]. Available from https://www.marketingweek.com/ topshop-ramps-up-content-marketing/
Topshop, 2020, Delivery & Returns [online]. [Accessed 24th March 2020]. Available from https://www.topshop.com/en/tsuk/category/uk-delivery-4043283/home?segment=Returns
Chavan R, 2018, Analysis of Fashion Industry Business Environment. Latest Trends in Textile and Fashion Designing. p216, p217
Topshop, 2020, Personal Shopping Terms and Conditions [online]. [Accessed 25th March 2020]. Available from https://www.topshop.com/en/ tsuk/category/topshop-personal-shopping-tcs-2693850/home
Cochrane L, 2013, Acne: 10 things you should know about the hot fashion brand [online]. [Accessed 21st March 2020]. Available from https:// www.theguardian.com/fashion/2013/jun/25/acne-10-things-fashion-brand Drapers, 2018, How retailers are using Instagram’s shopping update [online]. [Accessed 25th March 2020]. Available from https://www.drapersonline.com/business-operations/how-retailers-are-using-instagrams-shopping-update/7029785.article Easey M, 2002, Fashion Marketing. 2nd ed. Blackwell Science Ltd: Oxford p27, 39, 40, 104 Fair Wear Foundation, 2020, Brand Performance Check [online]. [Accessed 21st March 2020]. Available from https://www.acnestudios.com/ on/demandware.static/-/Library-Sites-acne/default/dwc2c452ac/csr/Acne_Studios_Performance_check_FEB2020.pdf Farfan, B. 2019. Retail Definition of Flagship Stores. [Online]. [Accessed 21st March 2020]. Available from: https://www.thebalancesmb.com/ definition-of-flagship-stores-retail-2892224
Tribute To, 2018, Jonny Johansson: the creative mind behind Acne Studios [online]. [Accessed 21st March 2020]. Available from https://tributetomagazine.com/meet-jonny-johansson-the-creative-mind-behind-acne-studios/ United Nations Climate Change, 2009, Copenhagen Climate Change Conference - December 2009 [online]. [Accessed 19th April 2020]. Available from https://unfccc.int/process-and-meetings/conferences/past-conferences/copenhagen-climate-change-conference-december-2009/copenhagen-climate-change-conference-december-2009 Van Elven M, 2018, Louis Vuitton’s head of PR joins Acne Studios as global communications director [online]. [Accessed 26th March 2020]. Available from https://fashionunited.uk/news/people/louis-vuitton-s-head-of-pr-joins-acne-studios-as-global-communications-director/2018061830263
Hawken L and Sailsbury F, 2017, The biggest tech innovations of 2017 [online]. [Accessed 17th April 2020]. Available from https://www.drapersonline.com/business-operations/digital-/the-biggest-tech-innovations-of-2017/7028150.article Hinterhuber A, 2008, Customer value-based pricing strategies: why companies resist. Journal of Business Strategy p1. Ilchi L, 2020, Coronavirus impact: How the epidemic has impacted the fashion industry {online]. [Accessed 17th April 2020]. Available from https://wwd.com/fashion-news/fashion-scoops/how-coronavirus-effecting-fashion-industry-trade-shows-stock-prices-1203508244/ Jackson T and Shaw D, 2006, The Fashion Handbook. Routledge: Abingdon. p57 Jackson, T. and Shaw D. 2009. Mastering Fashion Marketing. Hampshire: Palgrave Macmillan Ltd, p133, p205, p206, p264 P399 (Logkizidou M, 2020, Marketing Mix - Price & Place. DESN 1355 Fashion Marketing. 14th November 2020, University of Leeds
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LIST OF ILLUSTRATIONS
LIST OF ILLUSTRATIONS
Figure 1. own collage (this study, 2020) Figure 2. Acne Studios X Robbie Barrat campaign (XR Goes Pop, 2020, Acne Studios X Robbie Barrat Artificial Intelligence hits the runway at Paris Fashion Week 2020.) [online]. [Accessed 30th March 2020]. Available from https://xrgoespop.com/home/acne-studios-x-robbie-barrat
Figure 20. Acne Studios S/S20 campaign (Email Tuna, 2020, Spring/Summer 2020: Propaganda Magazine). [online]. [Accessed 7th May 2020]. Available from https://emailtuna.com/acnestudios.com/2553442
Figure 3. Topshop 2018 denim campaign (Gladwell H, 2018, Amazing news: Topshop launches half sizes in all our favourite jeans) [online]. [Accessed 10th May 2020]. Available from https://metro.co.uk/2018/02/02/amazing-news-topshop-launches-half-sizes-in-all-our-favourite-jeans-7282517/
Figure 21. Acne Studios Copenhagen store (Peters F, 2017, Swedish steel) [online]. [Accessed 30th March 2020]. Available from https://www. stylepark.com/en/news/acne-studios-store-design
Figure 4. Topshop Denim campaign S/S18 (Murray G, 2018, Topshop & Topman Team Up In New Denim Launch [online]. [Accessed 27th March 2020]. Available from https://www.refinery29.com/en-gb/2018/02/189652/topshop-topman-denim-ss18-campaign
Figure 22. Acne Studios Magazine B Issue no.61 (NeoCha, 2020, Magazine B – Acne Studios) [online]. [Accessed 30th March 2020]. Available from http://neocha.com/shop/magazine-b-acne-studios/
Figure 5. Acne Studios S/S17 campaign (Sleek, 2017, Acne Studios Casts Middle Eastern Creatives in New SS17 Campaign) [online]. [Accessed 27th March 2020]. Available from https://www.sleek-mag.com/article/acne-studios-paolo-roversi/
Figure 23.Topshop 2018 denim campaign (Planelles C, 2018, Topman + Topshop: New Denim SS18 Campaign) [online]. [Accessed 6th May 2020]. Available from http://www.ccmag.eu/topman-topshop-new-denim-ss18-campaign/
Figure 6. Acne Studios S/S17 campaign (Sleek, 2017, Acne Studios Casts Middle Eastern Creatives in New SS17 Campaign) [online]. [Accessed 27th March 2020]. Available from https://www.sleek-mag.com/article/acne-studios-paolo-roversi/
Figure 24. Topshop knitted bag (Topshop Blog, 2020, The Best Bag And Shoe Combinations To Elevate All Your Outfits) [online]. [Accessed 10th May 2020]. Available from https://www.topshop.com/blog/2020/05/the-best-bag-and-shoe-combinations-to-elevate-all-your-outfits
Figure 7. Acne Studios black top (Acne Studios Lyla Gallery, no date, Womens Acne Studios Clothing – Meike Black) [online]. [Accessed 27th March 2020]. Available from http://www.lylagallery.com/outlet/womens-acne-studios-clothing-meike-black/
Figure 25. Topshop model in pink fur coat (Topshop Blog, 2017, Get To Know The Model You’ll Be Seeing Everywhere In 2018) [online]. [Accessed 10th May 2020]. Available from https://www.topshop.com/blog/2017/11/get-know-model-youll-seeing-everywhere-2018
Figure 8. Topshop A/W16 campaign (Fashion Gone Rogue, 2016, SEE MORE PHOTOS OF TAYLOR HILL’S TOPSHOP CAMPAIGN) [online]. [Accessed 27th March 2020]. Available from https://www.fashiongonerogue.com/topshop-fall-2016-campaign/
Figure 26. Acne Studios scarf (Northman T, 2017, ACNE STUDIOS’ TORONTY LOGO SCARF WILL KEEP YOU WARM ALL WINTER LONG) [online]. [Accessed 10th May 2020]. Available from https://hypebae.com/2017/11/acne-studios-toronty-logo-scarf
Figure 9. Topshop Black Faux Leather Biker Jacket (Topshop, 2020) [online]. [Accessed 27th March 2020]. Available from https://www.topshop.com/ en/tsuk/product/clothing-427/jackets-coats-2390889/black-faux-leather-biker-jacket-9367721
Figure 27. Brand Pyramid (This study, 2020) Figure 28. Brand Positioning Map (This study, 2020)
Figure 10. Topshop Black Faux Leather Biker Jacket (Topshop, 2020) [online]. [Accessed 27th March 2020]. Available from https://www.topshop.com/ en/tsuk/product/clothing-427/jackets-coats-2390889/black-faux-leather-biker-jacket-9367721
Figure 30. Levitt’s Total Product Concept (Posner H, 2015, Marketing Fashion: Strategy, Branding and Promotion. 2nd Edition. London: Laurence King Publishing Ltd p43)
Figure 11. Topshop Denim campaign A/W18 (Kareh E, 2018, Advertising TOPSHOP Denim Campaign AW18) [online]. [Accessed 30th March 2020]. Available from https://www.clm-agency.com/style/emilie-kareh/advertising/topshop-denim-campaign-aw18/#7
Figure 31. Maslow’s Hierarchy of Needs (Jackson T and Shaw D, 2009, Mastering Fashion Marketing. Hampshire: Palgrave Macmillan Ltd. p5)
Figure 12. Pull & Bear Faux Leather Biker Jacket (Pull & Bear, 2020) [online]. [Accessed 30th March 2020]. Available from https://www.pullandbear. com/gb/woman/clothing/coats-and-jackets/biker-jackets/faux-leather-biker-jacket-c1030035001p501824755.html?cS=800
Figure 32. Price Architecture (Posner H, 2015, Marketing Fashion: Strategy, Branding and Promotion. 2nd Edition. London: Laurence King Publishing Ltd p46)
Figure 13. Topshop Black Faux Leather Biker Jacket (Topshop, 2020) [online]. [Accessed 30th March 2020]. Available from https://www.topshop.com/ en/tsuk/product/clothing-427/jackets-coats-2390889/black-faux-leather-biker-jacket-9367721
Figure 33. Distribution Channels (Jackson T and Shaw D, 2009, Mastering Fashion Marketing. Hampshire: Palgrave Macmillan Ltd p206)
Figure 14. Topshop Store (Santamaria B, 2020, Topshop owner Arcadia to withhold part of rent bill) [online]. [Accessed 7th May 2020]. Available from https://ww.fashionnetwork.com/news/Topshop-owner-arcadia-to-withhold-part-of-rent-bill,1199220.html
Figure 34. Brand’s social media usage in 2017 (Stevens B, 2017, Topshop & ASOS top most influential social media list [online]. [Accessed 25th March 2020]. Available from https://www.retailgazette.co.uk/blog/2017/08/topshop-asos-top-uks-influential-social-media-list/
Figure 15. Topshop Instagram Page (Instagram, 2020, Topshop) [online]. [Accessed 12th April 2020]. Available from https://www.instagram.com/topshop/?hl=en Figure 16. Topshop London Fashion Week (Topshop Blog, 2017, Adwoa Aboah, Hailey Baldwin, Dilone And More… The Topshop Models Told Us What Their Names Mean To Them) [online]. [Accessed 7th May 2020]. Available from https://www.topshop.com/blog/2017/09/adwoa-aboah-hailey-baldwindilone-topshop-models-told-us-names-mean Figure 17. Acne Studios S/S16 campaign (Rudman F, 2016, David Sims On a Classical Fashion Campaign for Acne Studios) [online]. [Accessed 14th April 2020]. Available from https://www.anniversary-magazine.com/all/2016/9/5/david-sims-on-a-classical-fashion-campaign-for-acne-studios Figure 18. Acne Studios Mock Black Cropped Biker Jacket (Acne Studios, 2020) [online]. [Accessed 27th March 2020]. Available from https://www. acnestudios.com/uk/en/mock/1AZ166-900.html Figure 19. Acne Studios Mock Black Cropped Biker Jacket (Acne Studios, 2020) [online]. [Accessed 27th March 2020]. Available from https://www. acnestudios.com/uk/en/mock/1AZ166-900.html
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