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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