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).
