Promotion

DISCUSSION

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. 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

CONCLUSION APPENDIX 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.

Figure 25. Topshop model in pink fur coat (Topshop Blog, 2017) Place Visual Merchandising / Window Displays/ Shelf allocation Store Atmosphere/ image/ variety/ availability Customer service / after sales service/ warranty Packaging/ instore promotions

Topshop (Leeds) Easy to access as it has stores in most cities and shopping centres in the UK. Situated in Trinity next to River Island

Acne Studios (Harrods) 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

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.

your specific size. 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.

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.

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