Topman Brand Report by FashionAtChesterUni

Fashion Marketing & Communication University of Chester (UoC) Charles Cockayne

CONTENTS 4-5: INTRODUCTION 6-7: PRODUCT 8-9: PLACE 10-11: PRICE 12-13: PROMOTION 14-15: PEOPLE

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16-17: PROCESS 18-19: PHYSICAL ENVIRONMENT 20: BIBLIOGRAPHY/REFERENCES & LIST OF ILLUSTRATIONS

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TOPMAN: INTRODUCTION

What started as a “British high street phenomenon” (Topman, A) has now evolved into a “worldwide dominator.”(Topman, A) Topman which was founded in “1978”(Topman, A) has “come a long way since its inception” (Topman, A). It has “250 stores in the UK and...154 stores...in 31 countries.”(Topman, A) across the globe. The store is owned by Arcadia, a company which owns a group of other high street stores, all specialising in selling fast fashion products. This report will outline the store as a brand and their marketing strategies; splitting the report into 7 sections: product, place, price, promotion, people, process and physical environment.

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TOPMAN: PRODUCT According to Dibb et.al the product is “everything, both favourable and unfavourable, that is received in exchange”(Dibb et.al) A product can consist of “functional, social and psychological utilities or benefits.”(Dibb et.al) and a combination of “ideas, a service, a good.”(Dibb et.al). The following is what makes a product unique: Design, technology, usefulness, value, quality, packaging, branding, warranties. To give an outline, Topman is owned by a retail company called Arcadia who own multiple high street stores. Topman sell on trend, fast fashion products. However, unlike other high street stores, or Topman’s competitors, their products are a slightly more expensive. They are also the only high street store to have its products feature at a fashion week. Showing it isn’t cheap throw-away, fast fashion but is sharing a stage with luxury. Research undertook by projectjust.com, concerning Topman’s sourcing of products, had good and bad findings. According to Arcadia, the company “reports that it is committed to the Sustainable Clothing Action Plan”(Projectjust) This is the use of “longer lasting, more durable and less resource intensive fibres and fabrics in their products.”(Projectjust). Arcadia have also been a member “of the Better Cotton Initiative...since 2015…Not-for-profit organisation. Exists to make global cotton production better for the people who produce it, better for the environment it grows in and better for the sector’s future.”(Projectjust) These two examples show how the company are sourcing materials which area Eco-friendly, “sustainable “and “durable”(Projectjust). However, further research into the brand found that it “does not publicly share a list of supplier’s names and addresses”(Projectjust) and “it is unclear if the brand can trace its entire supply chain.”(Projectjust). Leaving some to speculate whether the materials they use are obtained and paid for fairly. Such speculation can be supported by research conducted by the Sourcing Journal in September 2015. The Sourcing Journal “reported that Arcadia wrote to its suppliers to say it planned to slash what it was willing to pay for orders that manufacturers had already agreed to full fill. In some cases, the brand asked its suppliers for a 14.25% discount on its invoices.”(Projectjust) Such findings demonstrating how Topman, or the Arcadia company treat suppliers. (See fig.4 for the average looking garment factory.) Furthermore, Topman’s products are designed by the Uk’s hottest “menswear design talent.”(Topman, A). They “sponsor” the NEWGEN MEN competition run by the British Fashion Council, where they further “mentor” and “support contestants” (Londonfashionweek). Some contestants have gone on to design for the brand.

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TOPMAN: PLACE Place is “the placement (Or distribution) of a product or service through channels to the target market segment.”(Groucutt). Topman is a brand on a national and global scale, based in bricksand-mortar stores and on the Internet. There are over “250 stores in the UK”(Topman, A) and “154 stores...in 31 countries”(Topman, A) other than the UK. They have further “confirmed that it is planning on opening up to 80 Topshop and Topman stores in mainland China, starting in spring 2017.”(Vogue). (See fig.6 for their website home screen and fig.7 for the outisde of one of their shops.) However, Zara has “2100 stores...in 88 countries.”(Worldwide) (Inditex) and H&M “3,962”(H&M) stores (Worldwide). Falling short on beating their competition on the high street again in terms of occupation. (See fig.5 for graph comparing the amount of stores globally of Topman and two competitors.)

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H&M

ZARA

TOPMAN

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TOPMAN: PRICE According to Groucutt, price is “the measure of the value exchanged by the buyer for the value of the product or service offered by the seller.”(Groucutt) The price is further explained by Dillon. “The price takes into account manufacturing prices as well as the final price paid by the customer...The business must also consider prices of competitive products.”(Dillon) (Referring to competitors’ prices to similar products.). Topman’s products are affordable, with sales instore and online in key times of the year. (End of season sales for example.). Apart from when in sale, the windows aren’t very suggestive of pricing of the products on mannequins. (See fig.8 for example, no prices on display.) However, prices are higher than their competitors, such as H&M and clothing is also very similar or in some cases cheaper than Zara. (See fig.9,10,11 for price comparison between Topman and

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two competitors.)

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TOPMAN: PROMOTION Promotion, “the tactics used by an organisation to raise and sustain the profile of their product or service in the mind of the customer to gain and sustain a competitive advantage in the marketplace.” (Groucutt). The following are examples of promotions used by businesses to “raise and sustain…their product in the mind of the customer” (Groucutt): special offers, advertising, endorsements, user trials, direct mailing, competitions and joint ventures. A joint venture or collaboration was recently completed by Topman at the end of 2016 with menswear fashion designer Gosha Rubchinskiy. Such venture with Gosha was reported by Complex: “Topman launches their 2016 holiday campaign with images and video shot by famed post-soviet streetwear designer Gosha Rubchinskiy.” (Complex). A name not many may know at this moment in time but “the 31-year-old Russian has made a massive name for himself in menswear…his latest collection available for purchase at Dover Street Market sold through its entire stock in two days.” (Complex) therefore, outlining his popularity and demand for his pieces or work. Complex went on to say how they believe by “having Gosha direct and photograph the new Topman campaign was a solid move.” (Complex). (See fig.12 for a photo from the collaboratio.) Topman complete the AIDA model perfectly with the use of such an in demand and modern designer, Gosha Rubchinskiy. The AIDA model is all activities undertaken within the promotional mix which should help to influence consumers’ path-to-purchase.

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A-Attention is gained from the nature of the photos, the models in them and the clothes they’re wearing. The photos are shot in a very vintage style, with a grunge feel to the clothing but some pieces containing bright colours such as yellow. The models themselves could be described as very normal looking, some even as pretty boys, most with shaved heads. Something in itself which is very eye catching, due to the obscure look of the models. I-Interest is raised when finding out that the models were styled by and photos were shot by none other than Gosha Rubchinskiy. D-Desire, comes from the person now wanting the look, being fashionable and to be on trend. To also look and be like the model, which can be achieved due to their look and clothing; and the way it has been shot through the camera. A-Action. The look or looks they want are achievable and affordable, either by going to Topman’s online store or going to their nearest Topman, which should be in reach as there are “250 stores in the UK.” (Topman, A). Topman further promote themselves through their work and sponsorship of the competition NEWGEN MEN. (Stated earlier in this report.). Not only are they promoting themselves but also the competitors of the competition. However, a slight downfall with Topman’s promotion is the lack of advertising in the form of TV ads, and they have very little or no billboards, prints on the sides of busses or posters on phone boxes. (Unlike competitors.) Unlike their low activity for physical promotion, their digital promotion is much more active. An example of this is their Instagram where daily posts can be seen and amongst these are normal civilians wearing their products and celebrities; which are all available to buy from Topman. (See fig.13 for a Topman Instagram post of rapper Big Sean wearing one of their products.)

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TOPMAN: PEOPLE “People are a core element in the operation of an enterprise, whether for profit or not for profit.” (Groucutt). Dawson, suggested that organisations devote their effort to meeting the needs of people by the following ways:

1.Internal HR systems. 2.Relationship between organisations and customers, competitors, suppliers and distributors. 3.Relationship between the organisation and society: ethical and societal responsibility. Topman as a brand is very much targeted towards the Y and Z generations; those born between 1980 to and through the 1990s (Y) and 2000s (Z). There are many pieces of evidence to suggest this. One being the ability to apply student discount codes to items before they are bought. Students falling within one of these generations. Secondly is the use of Instagram to promote and advertise their clothing. It is very rare to see a Topman advert, whether it be a TV ad, billboard or posters seen on the likes busses. However, Topman’s advertising focus shifts to Instagram, a much cheaper (Free to use) solution. There is another reason as to why they do this which I believe also supports my point of their target market lying within generation Y and Z. “90 percent of Instagram users are younger than 35” (Brandwatch) An age group which falls within generation Y and Z, suggesting that Topman are using Instagram because their target market are the highest users of the social media platform. Therefore maximising the strategic use of a digital form to promote their brand rather than using a physical form. (See fig.14 for a generation Y blogger for Topman, wearing their products.)

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TOPMAN: PROCESS Process “highlights direct or indirect actions from the customer or the provider organisation to the benefit of the end user. Processes can be technological and non-technological.” (Groucutt). This is can better explained by Dillon as “the processes of providing the product, from conception to manufacture to end consumer.” (Dillon). Such services/products are consumed in the following ways: retail purchase in person, using an app, subscribing to an e-newsletter, purchasing online. Manufacturing off their products has been highlighted earlier in this report, showcasing good points of the brands manufacturing through their commitment to schemes such as the “Sustainable Clothing Action Plan” (Projectjust) and the “Better Cotton Initiative” (Projectjust). However, there was also bad points such as “the brand does not publicly share a list of supplier names and addresses” (Projectjust) and it is also “unclear if the brand can trace its entire supply chain.” (Projectjust) Therefore, creating suspicion over how their products are made and or where they source their products from. Topman sell their products through bricks-and-mortar stores, “250 stores” (Topman, A) nationwide, and online using their website and through their app. When deciding whether to use their website or app to purchase products online, Topman have made it very clear which thy want you to use (The app) by showing you all the advantages of using it to buy and browse their products online. Such advantages consist of users of the app being given “exclusive deals and offers.” (Topman, B). (See fig.16 for app home screen.) Furthermore, Topman revolutionised how you shop for fashion by becoming the first fashion brand to offer a digital personal shopping service, back in 2014. This service was introduced “to give customers who cannot attend its flagship, access to the service.” (Retail-week); such personal shopping services were only available in its Oxford Street store. The process also includes delivery of products (If bought online). Topman have a vast amount of delivery options with a flexible approach to how and when you receive the product(s) you have bought. This showcases how customer focussed they are by providing many delivery options at affordable prices that cater to your needs.

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TOPMAN: PHYSICAL ENVIRONMENT “Also, known as ‘physicality’ this is the space, perceived look, feel, ambience (Visual and aural) and physical presence of an environment.” (Groucutt). A store can have many factors which affect or create its appearance or atmosphere, an example of these are as followed: smart, comfort, rundown, interface, facilities. Many of the Topman interiors are all very similar – Keep their identity, whether it be decor or merchandising (Can’t be confused with another store.). This was probably done to keep familiarity for customers. So, you could be in a Topman in Newcastle, Liverpool and London and they all feel and look like you are in the same store. All their shops are displayed with the iconic block capital ‘TOPMAN’ logo, or ‘TOPSHOP’ with a Topman one within the Topshop store. (See fig.17 and 18 for comparison between a Leeds and Northampton store.)

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LIST OF.... References

•Cope, J. & Malone, D. (2016). Fashion Promotion in Practice. London, United Kingdom: Bloomsbury Press. •Dawson, L.M. (1969). The Human Concept: new philosophy for business’. Business Horizons. December, pp.29-38. •Dibb, S., Simkin, L., Pride.W.M and Ferrel, O.C. (1997). Marketing: Concepts and strategies, 3rd ed., Boston, MA: Houghton Mifflin. •Dillonn, S. (2012). The Fundamentals of Fashion Management. Lausanne, Switzerland: AVA Academia. •Groucutt, J. (2005). Foundations of Marketing. Basingstoke, United Kingdom: Palgrave McMillan.

A B

www.topman.com/en/tmuk/category/about-us-2706679/home?geoip=noredirect www.topman.com/en/tmuk/category/topman-app-for-ipad-and-iphone-4685942/home?geoip=noredireect

•www.retail-week.com/sectors/fashion/topman-launches-digital-version-of-personal-shopping-service-via-google/5064794.article •www.brandwatch.com/blog/37-instagram-stats-2016/ •http://projectjust.com/brand_topman/ •www.londonfashionweekmens.com/news_detail.aspx?ID=784 •www.vogue.co.uk/article/topshop-topman-to-expand-in-china •www.inditex.com/brands/zara •http://about.hm.com/en/about-us/markets-and-expansion/store-count-per-brand.html •http://uk.complex.com/style/2016/10/topman-holiday-campaign-gosha-rubchinskiy

Illustrations

•The front cover was obtained from http://www.dazeddigital.com/fashion/article/33430/1/gosha-rubchinskiy-lenses-topman-s-new-campaign •Figure 1 was obtained from http://statusmagonline.com/gosha-rubchinskiy-captures-topmans-new-summer-lookbook •Figure 2 was obtained from http://statusmagonline.com/gosha-rubchinskiy-captures-topmans-new-summer-lookbook/ •Figure 3 was obtained from http://statusmagonline.com/gosha-rubchinskiy-captures-topmans-new-summer-lookbook/ •Figure 4 was obtained from https://dressedandstripped.nl/2015/07/17/in-the-news-14-17-july-2015/ •Figure 5 was made in Illustrator. The data for graph was obtained from: www.topman.com/en/tmuk/category/about-us-2706679/home?geoip=noredirect www.inditex.com/brands/zara http://about.hm.com/en/about-us/markets-and-expansion/store-count-per-brand.html •Figure 6 was obtained from http://www.topman.com •Figure 7 was obtained from http://www.careers.topshop.com/retail/oxford-circus/the-life-of-a-brand-manager/ •Figure 8 was obtained from http://www.tenn-ltd.com/portfolio-project/topman-oxford-street-triangular-window/ •Figure 9 was obtained from http://www.topman.com/en/tmuk/product/black-stretch-skinny-jeans-6083149?bi=0&ps=20&Ntt=black%20 stretch%20skinny%20jeans •Figure 10 was obtained from http://www.zara.com/uk/en/man/jeans/basic-skinny-jeans-c368001p4082442.html •Figure 11 was obtained from http://www2.hm.com/en_gb/productpage.0397068002.html •Figure 12 was obtained from https://hypebeast.com/2016/10/topman-2016-christmas-gosha-rubchinskiy •Figure 13 was obtained from https://www.instagram.com/p/BQVjbvVhIG5/?taken-by=topman •Figure 14 was obtained from https://www.instagram.com/p/BQau4OghRat/?taken-by=topman •Figure 15 was obtained from http://www.topman.com/en/tmuk/category/personal-shopping-online-3377137/home •Figure 16 was obtained from https://itunes.apple.com/gb/app/topman/id579354482?mt=8 •Figure 17 was obtained from https://leeds-list.com/places/topshoptopman/ •Figure 18 was obtained from http://www.northamptonsigns.co.uk/news.html