TOPSHOP
Brand Marketing Report
Lucy Todd
- Began as an additional brand of the department store named Peter Robinson's - Topshop was first established in 1964, in Sheffield, originally named Peter Robinsons Top Shop - TopShop is part of the Arcadia Group
CURRENT MARKET POSITION
COMPETITIORS
BRAND POSITIONING MAP
CURRENT CONSUMER DEMOGRAPHIC
CURRENT SOCIAL MEDIA
COMPETITORS SOCIAL MEDIA
Strengths:
-well established with 500 stores worldwide, 300+ in the UK, also extremely popular in America and Returning customers - loyalty
Weaknesses:
-Poor advertising, social media and customer interaction problems with the app
Opportunities:
-Introduce new influencers to help promote and engage with the younger target market through social media
-Develop their advertising, social media and customer interactions for great online customer experience
Threat:
- competitors have a wider range and more variety that caters for dierent age groups
SWOT ANALYSIS
PESTEL ANALYSIS
- Widen their target market
- Launch new range of casual/work wear aimed at middle aged women
- Introduce a Kids wear range
- Develop online presence and social media
- Improve the App
RECOMMENDATIONS
PROPOSED CONSUMER DEMOGRAPHIC
PROPOSED SOCIAL MEDIA