Topshop Buying Plan by Kayla Willis

table of contents 1 3 5 9 13 17 21 39 47 55 57

Mission Statement Brand Identity Brief History The Topshop Woman What Makes Us Successful? Marketing Strategies Top Competitors Lifestyle Trends 6 Month Buying Plan Assortment Plan Opportunities

1 MISSION STATEMENT Topshop is a brand that focuses on fast fashion at an affordable price. They have devolped a merchandising expertise in trend management, offering the latest fashion trends presented in stores in a way that is compelling for modern consumers.

3 BRAND IDENTITY TRENDY INNOVATIVE FASHIONABLE YOUTHFUL

5 BRIEF HISTORY Topshop was founded in 1964. Having started in a basement of a department store, theyâ&#x20AC;&#x2122;ve grown to have over 300 stores in the UK alone, and shipping to more than 100 countries. The US stores include New York, Chicago, San Diego, Las Vegas, Los Angeles, and Washington D.C.

7 FAST FASHION Topshop is a British brand that focuses on fast fashion for women and men. They showcase diverse collections for all types of customers with successful price ranges.

9 who is the topshop woman? The official target customers are women aged between 18-35 years old. Their income ranges from $10,000 to $50,000 per year. They are fashion conscious individuals.

11 psychographics The Topshop woman fits into the achievers and experiencers category. Achievers are active in the marketplace as image is important to them. They favor well-recognized brands and products which makes them the ideal customers for Topshopâ&#x20AC;&#x2122;s lines. Experiencers are enthusiastic consumers seeking for whatâ&#x20AC;&#x2122;s new in town in terms of fashion and entertainment. Topshop would be the ideal place for them due to their fast fashion.

13 what makes us successful? Fast Fashion Variety of trendy collections Accessibility (Nordstrom) E-Commerce Services (Stylists) Celebrity Collaborations Multiple Price Points Visual Merchandise

15 visual merchandise Topshop provides unique and eye-catching store fronts that set them apart from their competitors. Topshop prioritizes their visual merchandise as they put a major effort in creating visually exciting store fronts.

17 marketing strategies Topshop connects to its customers through the use of social media platforms such as Facebook, Instgaram and Twitter. In addition, they have a panel on their website called â&#x20AC;&#x2DC;magazineâ&#x20AC;&#x2122; which shares beauty tutorials and trends.

21 top competitors

23 ZARA Zara is a fashion powerhouse founded by Amancio Ortega. It sells look-alike versions of high-end styles at an afforadble price. It is now present in 88 countries and is owned by parent company Inditex. Zara is a sophisticated fast-fashion retailer that caters to women, men and children.

25 H&M H&M is a Swedish multinational retail-clothing company. It is known for its fast-fashion for men, women, teenagers and children. H&M exists in 55 countries with 3,500 stores worldwide, and have collaborated with designers such as Karl Lagerfeld, Stella McCartney and Alexander Wang.

27 Riverisland Riverisland is a UK brand known for its stylish and affordable fashion. They offer unique and original items, and own about 300 stores across the UK, throughout Asia, the Middle East, and Europe. Almost everything is designed in-house with one of the largest design temas on High Street. In 2013, Rihanna collaborated with Riverisland to create a collection with a range of 40 separates.

29 top competitors in ACTIVEWEAR

31 without walls Without walls is an outdoors and fitness brand created by Urban Outitters. The merchandise is only available online and in select Urban Outfitters stores across the country. Without Walls carries gear and clothing from its own houseline as well as other brands such as Newline, Asics, Patagonia, Columbia and several more.

33 fabletics Fabletics was officially launged on October 1, 2013. Memberships cost $49.95 per month, but members can choose to skip a month without charge. Also, members are required to complete al ifestyle survey, at the start of each month personalized outfits are chosen for each member based on the answers.

35 Forever 21 Forever 21 started in 1984, first known as â&#x20AC;&#x2DC;Fashion 21â&#x20AC;&#x2122;. In 2003, they expanded online. They are the fifth largest speciality retailer in the United States. On January 6th 2015, Forever 21 revealed their new fitness apparel campaign with supermodel Shanina Shaik as the face.

37 ADIDAS x Stella m. Adidas by Stella McCartney is a partnership between a fashion house and sportswear. Stella started working with adidas in 2005 where she designed high performance sportswear for women. In 2012, she was appointed as the Creative Director for the London Olympic.

39 LIFESTYLE TREND 2015

41 active lifestyle Living a healthy and active lifestyle has become the priority for most people. People have turned to activewear as the go-to outfit for daily use. Activewear has become the latest fashion statement for 2015.

43 the sneaker trend Sneakers are no longer just for the gym. Sporting athletic shoes with your everyday outfit has become the latest trend. Companies such as Nike and Adidas have designed fashion forward sneakers to attract a larger market.

47 6 month buying plan For the Topshop buying plan we decided to focus on Topshop store in Soho, New York and Chicago. Topshop Soho was the first store in the United States which attracts tourists from around the world in turn stimulates a lot of profit. We chose the Chicago store in order to create a buying plan for a smaller store, but is still relevant in the United States.

BUYING PLAN

BUYING PLAN - NEW YORK (SOHO)

BUYING PLAN - CHICAGO

ASSORTMENT PLAN

57 Opportunities The Topshop x Beyonce activewear collection can be percieved as both a risk and an opportunity. It is a new extension to the Topshop market which could potentially result as a risk. On the other hand, activewear being such a developing and upcoming trend, can serve as a great opportunity for Topshop.