Inspires
TOPSHOP RETAIL STORE
COLLABORATION
Beauty
Trend
Stylist
CONTENTS
1. 2. 3. 4. 5.
HISTORY
38-41 6. TRENDS REINVENTED CLASSIC &
5-7
DETAIL OF THE COMPANY
EXOTIC SKIN
TARGET MARKET
10-11
WHO WE TARGET AT
COLLECTION
13-16
OUR PRODUCTS
COMPETITORS
18-29
ZARA- H&M- ASOS
LOCATIONS
31-36
WHERE-WHY-WHO-HOW
7. 8.
ASSORTMENT
43-50
WHAT WE ARE BUYING
PROMOTION
52-55
HOW WE ATTRACT CUSTOMER
LAYOUT 9. STORE DESIGN DETAILS
57-62
01
HISTORY DETAILS OF THE COMPANY
01
Our Mission is all about refusing to be pigeonholed. Each customer is an individual and relies on the brand to deliver everything from basics to cutting-edge trends. It’s the brand spectrum of ever-changing collections that keep Topshop ahead of the style game.
MISSION
Our Vision is to make shopping as a complete experience and the store environment therefore plays an integral role, particularly at the flagship sites.
02 VISION
Our Core Values is to satisfy the customer on an international basis without compromising the unique brand vision and British style.
03 CORE VALUE
OVERVIEW
We here!
50
years ago, Topshop beginnings in the basement of a department store and now have over 300 stores in the UK alone! We ship to more than 100 countries and our eclectic British style is known all over the world.
Our Story You know Topshop as the style setter and star of your wardrobe, but over the years we’ve become so much more! From the charities we sponsor to our work at London Fashion Week, our love of everything fashion knows no bounds! Over the years we’ve built a strong bond with industry insiders and in 2002 we joined forces with NEWGEN, a scheme which allows us to foster new design talent and provide a global plaAorm for the scene’s brightest new stars. We’re also the only high street brand to show on schedule at London Fashion Week, and Topshop Unique has become the style set’s hoIest Jcket. From our collaboraJons – think Christopher Kane and Kate Moss – to our fresh take on making new season pieces work for you, we’re on a mission to bring style to you, wherever you are. Follow us online to keep up to date with our latest collecJons, compeJJons and collaboraJons and get set to fall in love with everything Topshop! (Topshop)
Timeline 1965 Topshop established in the basement of Peter Robinson
1974 Topshop became a stand-alone retailer
1994 Topshop/ Topmen open flagship store in London oxford street as one of the largest fashion stores in the world.
2000 TOPSHOP.com is launched, beginning the brand’s online presence which has since expanded to a Facebook page
2005 Topshop unique collection launch in London Fashion Week.
2007 First of 14 historic collaborations with fashion icon Kate Moss, designed to emulate her envied sense of style
2013
Enter the door of Hong Kong with a flagship store on Queen's Road Central. Continued Expand with two another stores in Queensway, Admiralty and Time square in causeway bay
02
TARGET MARKET WHO WE TARGETING AT
CUSTOMER
An extraordinary retail phenomenon, Topshop
appeals to students, professionals, fashion taste makers and high profile A-‐List stars alike. United by their desire for the latest forward thinking trends, these shoppers enjoy both the store's exclusive cult status and accessibility simultaneously. With over one million customers visiJng stores every week in pursuit of an up-‐to-‐the minute fashion fix, the average customer is a loyal follower of the brand. She cannot be defined by her age -‐ which can range from early teens to fiXy something's -‐ but instead her aYtude. Style conscious and independent, she is addicted to fashion but is not dictated to. Instead she throws away the rulebook and aims for a unique look. (Topshop)
FUN YOUTHFUL TRENDY
Customer Profile JOSEPHINE
22
Josephine is a 22 years old student studying in Savannah College of Art and Design. She is very fashion conscious and she likes to keep up with trends by reading blogs and fashion magazines. She incorporates the latest trend into her ouAit. She doesn’t like to sJck to the rules when it comes to her style, she likes to look effortlessly stylish and reflect her personality. She has a part Jme job working in fashion retailers, constantly on the fast pace lifestyle. She is in a band enjoying play instruments themselves and aIending concerts and meet up new friends for leisure. OXen when she’s going out with her friends she will throw on a pair of high -‐waisted denim shorts with one of her band t-‐shirts and flat. Her style icons are people like Kate Moss and Alexa Chung.
03
COLLECTION OUR PRODUCTS
1.
UNIQUE & BOUTIQUE
TOPS DRESSES JEANS JACKETS SKIRTS KNITWEAR SHORTS TROUSERS
PETITE & MAINLINE
TOPS DRESSES BOTTOM OUTERWEAR
2.
Topshop offers large varie7es of products and services in order to accommodate the very diverse audience they draw and provide “basics to cu>ng edge” trends, keeping Topshop and its customers “ahead of the style game.”
BEAUTY & ACCESSORIES
NAILS BELTS LIPS HATS FACE BAGS EYES GLOVES CAPES JEWELRY SUNGLASSES
3.
SHOES
BOOTS HEELS FLATS SANDALS
4.
SHOES
Flats is the key focus for this shop because shoes is one of the best selling categories
BOOTS
Flat Ankle Wellies Heeled Cut Out Chelsea Knee High
FLATS
Loafers Slippers Brogues Ballet Pump Creepers & Flat Forms Trainers & High-top
HEELS
Wedges High Heels Low & Mid Heels Heeled Sandals
SANDALS
Heeled sandals Flat sandals
SHOES
FLATS
• • • • • •
Strengths:
Weaknesses:
Good quality and affordable price Numerous choices in product lines New collecJon every week CreaJvity in store display Student discount Personal shopper service available/Topshop Express/ Topshop on the go
• Size of stores are oXen too big and costumer service is abysmal • Limited television adverJsement • Some ideas and details of fashion trend come from top brands
Opportunities: • AssociaJon with celebriJes • Partnerships with other designers • ConJnue Worldwide Store Expansion
Threats: • Kate Moss dug addicJons could affect the reputaJon of the brand • CompeJtors have similar access to channels of distribuJon • Strong compeJJon from Zara, H&M and ASOS
04
COMPETITORS ZARA-H&M-ASOS
ZARA
Zara is Spanish clothing and accessories retailer based in Arteixo, Galicia, and founded in 1975. It is the flagship chain store of the Inditex group, the world's largest apparel retailer. Zara delivers new products twice each week to its 1,670 stores around the world. It is known for selling clothing for women, men, kids and home. (Zara)
PRODUCTS
STRENGTHS • Minimalistic store images • Fast changing collection • One of the most biggest Spanish retailers in the world
WEAKNESSES • Limited Stocks • Lacks of promotions • Limitation on services
COMPETITORS
THE BRAND
ZARA
THE CUSTOMERS Zara women are range from 25 to 40s. She is a businesswoman who exudes class and confidence. They keep up with the current trends, while maintaining a classic sophisJcated look. Their wardrobe consists of career professional clothes that have a bit of a flare. Leach looks for basics and fashion item so they can easily mix and match creaJng a fresh look. They have the money to paid for more extra for the quality.
SILHOUETTE FLATS BOOTS HIGH-‐HEELS ANKLE BOOTS HEELED SANDALS COLOURS BLACK GOLD NAVY WHITE YELLOW BURGUNDY
COMPETITORS
MERCHANDISE ANALYSIS
H&M
Founded in 1947, H&M is a global fashion brand and pioneer of design collaboraJons with style icons such as Karl Lagerfeld, Stella McCartney and Lanvin. Offering fashion and quality at the best price, H&M offers a varied assortment for the enJre family, including concepts for ladies, men, teenagers, children and home. (H&M)
PRODUCTS
STRENGTHS • Global brand • Collaboration celebrities and designers • Numerous options in collections and styles • Affordable price point
WEAKNESSES • No innovation of fashion product • Wide range of style • Low quality • Messy display
COMPETITORS
THE BRAND
H&M
THE CUSTOMERS H&M women customers are 15 to 25 years olds. Having the personality of youth and fun. They are fashion concisions with a budget; want the right fashion at the right price. The consumer care more about the designs rather focus on the quality. They love hang out with friend, shopping and party in leisure Jme.
SILHOUETTE BOOTS SNEAKERS PUMPS & HIGH HEELS BALLERINAS & FLATS COLOURS GREY PINK MULTI BLACK WHITE
COMPETITORS
MERCHANDISE ANALYSIS
ASOS
ASOS is a global online fashion and beauty retailer selling over 65,000 branded and own-‐label products to fashion forward customers through the website “asos.com.” ASOS ship, for free, to 234 countries and territories from our 1.1 million square foot global distribuJon center in the UK. (Asos)
PRODUCTS
STRENGTHS • Variety of product categories • Innovative ways to display merchandise to customers and interactive ways to shop • ASOS magazine • Free shipping worldwide
WEAKNESSES • ASOS is only available online • ASOS does not advertise on any marketing platform
COMPETITORS
THE BRAND
ASOS
THE CUSTOMERS ASOS customers range from teenagers to young workingwomen. From ages 16 to 20s. ASOS women are fashion conscious and love online shopping anyJme at anywhere. They lead digital lives: they have instant access to informaJon, communicate constantly with friends and broadcast their daily lives and thoughts across the social networks. They are inspired by friends, celebriJes and the media. Tends to look towards comfort and unique designs in to expresses their idenJty.
SILHOUETTE FLATS HEELS BOOTS SANDALS SLIPPERS SNEAKERS
COLOURS MULTI NAVY YELLOW ORANGE PURPLE WHITE BLACK
COMPETITORS
MERCHANDISE ANALYSIS
05 LOCATIONS
WHERE-WHY-WH0-HOW
2.
LAB CONCEPT ADMIRALTY
1.
JUNE 2013
QUEENS ROAD CENTRAL 14,000 square-‐foot
JULY 2014
AUGUST 2014
2,500 Square-‐foot COMING SOON
4. 3.
TIME SQUARE CWB 4,700 square-‐foot Topshop is opening their fourth stores in Tsim Sha Tsui following the success of their stores in Causeway Bay, Admiralty and Central.
HK STORES
6,300 Square-‐foot
TSIM TSIM SHA SHA TSUI TSUI
ADDRESS: Shop G04-G05,104 silvercord, 30 Canton Rd Original was BURBERRY flagship store MTR: TST Station EXIT A
TH 4 STORES. ELEMENT
OPEN HERE HARBOUR CITY
CANTON RD
CWB
CENTRAL
WAN CHAI
Tsim Sha Tsui is a main CBD area and major tourist hub with highest concentration of hotels, restaurants and shops. The new stores will be open in TST Silver cord mall replacing the Burberry flagship stores, taking up ground floor and first floor of the shop. It is a corner location site present two faces to the public and capitalize on heavy foot traffic. Also the store is near by the tourist attraction: Kowloon park, Rail Way Clock Tower and Avenue of Stars. Furthermore, we are sitting next to our compatible neighbors such as H&M, Zara, GAP and Uniqlo. (Tsim Sha Tsui)
STATISTICS
25% 65%
40% 16%
11% 34%
MAINLANDERS
OFFICE LADIES
TEENAGERS
• HK$10,000 • 65% on shopping • 25% on dining
• HK$12,000 • 16% on shopping • 40% on rent.
• HK$2700 • 34% on shopping • 11% on transportation.
According to Hong Kong government tourist and customer performance, Mainland China continued to be the largest visitor source market with 40.7 million arrivals , accounting for 75.0% of the total visitors arrivals. The average spending of each Mainland visitor was 10K, among which nearly 65% was on shopping and another 25% on dining. Our second largest consumer will be the office lady working in business tower like Gateway. The average spending of each OL was 12K monthly. Which 16% will be spending on shopping and 40% on rents. The third biggest consumer is the teenager studying in Poly University. Their average spending for each person is around $2700 monthly, 34% on shopping and 11% on transportation.
TRANSPORT
The MTR Tsim Sha Tsui Station, on the Tsuen Wan Line, serves Tsim Sha Tsui. Another station, East Tsim Sha Tsui Station, as a southern extension of the East Rail Line from Hung Hom Station. This line opens up the gateway to China from East TST. Since Tsim Sha Tsui is in the heart of Kowloon Peninsula, the area is served by an extensive network of bus routes to many parts of Hong Kong. There are major bus terminals beside the Star Ferry terminal and atop East Tsim Sha Tsui underground station on Chatham Road.
TRANSPORT
The Star Ferry connects TST to Central and Wan Chai. Various hydrofoil services out of the Hong Kong China Ferry Terminal on Canton Road link Tsim Sha Tsui to Macau, Guangzhou, and several other places in the Pearl River Delta. The red taxis serve all areas of New Territories, Kowloon and Hong Kong Island. These taxis can only carry passengers in the Lantau or New Territories areas if the passengers are returning to Kowloon or Hong Kong Island, or must return to their service areas themselves to continue their business. (Tsim Sha Tsui)
06 TRENDS
REINVENTED CLASSIC & EXOTIC SKINS
REINVENTED CLASSIC
It been predict the striped is the next biggest trend, horizontal, verJcal, thin, thick, stripes make a graphic statement, day or night. Bright candy and ice-‐cream stripes it offer a fresh fun and playful atmosphere. Diagonal stripes offer a more original and quirky feeling. It is a paIern that appeals to everyone. (WGSN)
EXOTIC SKINS
The next trend is the exoJc skins, People are aIenJon to the look because it creaJng a super-‐lux feeling. Snakeskin, crocodile and ostrich skins are emerging in 2015 trend as a key paIern. Besides neutral colour suit the season also blue and dark blue adds a modern twist to the retro mood. (WGSN)
07
ASSORTMENT WHAT WE ARE BUYING
WHOLE STORE
Assortment for whole store
Percent to total
CLOTHING
32%
PETITE
14%
BOUTIQUE
9%
SHOES
33%
BEAUTY
5%
BAG & ACC
7%
Total:
100%
SCAD INTERIOR DESGIN, VIVIAN SIT
Mainline and denim are under the clothing categories. I decided to buy 33% for the shoes categories because my main focus of the store is the shoes lounge area, with huge amount of high-‐light of displaying shoes products. Then is the 32% for the clothing, because that is most of our customer expected to purchase in our stores.
SCAD INTERIOR DESGIN, VIVIAN SIT
Assortment by silhoueIes
Percent to total
Ballet Pumps Trainers & High-‐Top
22% 27%
Slippers Brogues Creepers & Flat forms
18% 10% 12%
Loafers
11%
Total:
100%
The silhoueIe of the shoes will remind the same. According to the Topshop sale she menJon that the trainers and high-‐top was the most popular shoes style in the whole store. Then come to the ballet pump because our major customers are office ladies and it remain sale each season. The slippers are less popular for a trendy teenagers compare to trainers and high-‐tops. Loafer and Brogues have the lowest percentage because there are more classic and expensive.
SILHOUETTE
Assortment by Size
Percent to Total
36
15%
37
21%
38
19%
39
15%
40
10%
41
11%
42
9%
Total:
100%
Through out the conversaJon with Topshop sales size 37 is the most popular size. I have deduced that size 37 have the highest buy. According to her, size 38 is the next hoIest sizes. In my survey I found that the average Hong Kong women have size 37.5. By taking this informaJon into consideraJon I increase buy for size 36, 37, 38 and 39, with size 42 the smallest.
SHOES SIZE
Assortment by Colour
Percent to Total
Black
18%
White
15%
Navy
8%
Brown
9%
Red
7%
Animal skin
22%
Stripe
21%
Total:
100%
From my trend report, I have evaluated what colours and prints would be big in the coming season and decided to add basic colours into the assortment plan. The key buying print will be the animal skin including arJficial snakeskin, croc skin and ostrich skins. Then is the stripe print which emphasizing the summer. The reason being is because our customers mainly are trend followers and enjoy purchase the latest trends. The basic colour included black, white, navy and brown. These colour will have the higher buyer because it always popular through out the whole year. I buy less red for summer although it present a symbol of good luck in Chinese culture but dude the silhoueIe red is not a key colour to match the trend.
COLOUR & PRINT
Assortment by Price
Percent to Total
$199
23%
$259
32%
$299
20%
$339
11%
$409
9%
$459
5%
Total:
100%
Prices for out product will remind the same for the previous season. Topshop only used six different prices for the flats. The least expensive is the $199 ballet pumps that are also popular in our store according to the sales associaJon. The trainers & high-‐top selling for $259, I decided to maintain the price in in order to maintain the high sales volume produced by this silhoueIe and price. Sandals and loafer are selling at $299 and $399. Creepers, flat forms and brogues are considering in high prices $409 to $459. I buy the lowest for these because it was a lower seller in the store. Since only a select group of customer purchase them.
PRICE
PLANOGRAM
3300mm
This is the planogram for my shoes lounges area. The height of the wall is 3.3 meters and the width is 5.2 meters. This wall will showcase 52 pairs of shoes divided equally into 3 glasses cabinet. The slip on and ballet pumps will be placed in eye level for easy access due to it’s popularity.
5200mm
1:100
PLANOGRAM
3300mm
This is the opposite wall from the shoes lounges area. The height of the wall is 3.3 meters and the width is 6 meters. This wall will showcase 20 pairs of shoes divided equally into 4 layer. This wall is mainly showcase high heels and heeled sandals.
6000mm
1:100
08 PROMOTION
HOW WILL ATTRACT CONSUMER
PROMOTION
It’s easy to get student discount in our stores simply present your valid school ID. Discount is not valid in conjuncJon with other promoJon in-‐store and discount is only offer on regular priced item only.
PROMOTION
The target customer for Topshop is very acJve on all social medium plaAorms. They are exposed to a plethora of informaJon and updates on their friends every hour. We’re connected through plaAorms such as TwiIer, Weibo, Facebook and Instagram, not just about selling clothes. We talk style, beauty, celebriJes, music, and television and we do it through high quality editorial, on our blogs, through our Magazine and in our daily edits and updates. consumers are now able to broadcast our news across the world. Topshop campaign on the busses to spread awareness of the new store locaJon. Party will also be heal on the opening. Which celebriJes and bloggers will be invited to celebrate with us.
PERSONAL STYLIST
Topshop now has stylist on the shop floor, available to provide their expert advice quick-‐as-‐a-‐flash. The unique VIP shopping experience is tailor made to help customers find anything from the perfect pair of jeans to the ulJmate capsule wardrobe, this service is no booking necessary. Just ask a member of staff in your nearest stylist store. As part of the excepJonally popular service, customers also get to use the VIP fiYng rooms, browse through style magazines and books, enjoy refreshments and even queue jump at the end. (Topshop)
TOPSHOP ON THE GO
Topshop apps just like having the whole store in your pocket-‐ with Topshop for iPhone & iPod touch you can shop, scan, save and share all of your favorite pieces across your favorite social channels and by emails. Our latest app is faster and smoother than ever and there’s even chance for you to scan barcodes in store to check stock and see where your nearest Topshop is anywhere in the world. Be inspired by our make-‐up tutorials and behind the scene films from fashion week, browse the enJre Topshop catalogue, and save your fashion finds in your personal notebook. Be the first to hear about the latest collecJon and collaboraJons, plus get a does of style inspiraJon from Topshop blog, inside-‐out. (Topshop)
09
STORE LAYOUT DESIGN DETAILS
G/F ZONING
The Ground Floor: The mainline would include the denim secJon at the side. AddiJonally, the peJte secJon will be shown near the main entry along Canton Road. The sales counter will feature a small secJon of beauty products and accessories. FiYng rooms are available on this floor as well.
SCAD INTERIOR DESGIN, VIVIAN SIT
THE JOURNEY
(Latitudinal section)
The concept of the store is finding your true colour in our kaleidoscope. It means you will be able to find interesJng item which represent your self-‐idenJty. Kaleidoscope concept applies to the layout of the store, when you find curiosity from the storefront and walking through the journey. You would find the main focus of the shoes facade at the end of ground floor.
Lift and installation
Shoes wall and stairs
Store front display SCAD INTERIOR DESGIN, VIVIAN SIT
G/F OVERVIEW
(Longitudinal section)
Store front display
Shopping area
Lift and stairs
Emergency exit
SCAD INTERIOR DESGIN, VIVIAN SIT
1/F ZONING
The shoe installaJon surrounding the stairs leads us to the first floor, which focuses on the shoes and small bouJque area. Personal shopping assistants, who are located next to the fiYng rooms, are also available for customers. A second sales counter is also placed on this floor for the customer’s convenience.
SCAD INTERIOR DESGIN, VIVIAN SIT
INTERIOR PERSPECTIVES
SHOES LOUNGE
The shoes lounge is the highlight secJon for the stores. The installaJon was designed by Vivian Sit, and its one-‐of-‐a-‐kind that will display all sorts of shoes that carried by Topshop. The space features spacious ample seaJng area that evokes a feeling of luxury in a high street store.
SCAD INTERIOR DESGIN, VIVIAN SIT
INTERIOR PERSPECTIVES
STYLIST ROOM & SALES COUNTER
STYLIST ROOM
SALES COUNTER
SCAD INTERIOR DESGIN, VIVIAN SIT
WORK CITED
Asos. Asos. Web. 4 Oct. 2015 . <http://www. asos.com/>. H&M. H&M. Web. 4 Oct. 2015 . <http://www.hm.com/hk/en/>. McArdle, Kay. "A Statistical Profile of Women and Girls in Hong Kong." The Women's Foundation 2012., 1 Jan. 2012. Web. 4 Oct. 2014. Sin, Leo. "A Survey of Mainland Visitors in Hong Kong." SHTM Newsletter. The Chinese University of Hong Kong, 1 Jan. 2012. Web. 3 Oct. 2014. <http://www3.baf.cuhk.edu.hk>. Topshop. Topshop. Web. 4 Oct. 2015. <http://www.topshop.com>. "Tsim Sha Tsui." Tsim Sha Tsui Hong Kong Tourism Board. Web. 10 Nov. 2014. <http:// www.discoverhongkong.com>. "Tourism Performance in 2013." Tourism Commission. The Government of Hong Kong Special Administrative Region, 10 Apr. 2014. Web. 3 Oct. 2014. <http://www.tourism.gov.hk/english/statistics/statistics_perform.html>. WGSN. WGSN, 14 Sept. 2014. Web. 12 Oct. 2014. Sit, Vivian. 2014. SCAD. Interior Design. Print. Zara. Zara. Web. 4 Oct. 2015 . <http://www.zara.com/>.
NAME: JOJO LIN PROFESSOR: CORY QUACH RETAIL MANAGEMENT