TOPSHOP – BRAND MARKETING REPORT
WHY TOPSHOP? ■ WELL-KNOWN BRAND ■ GLOBAL FASHION DESTINATION
■ AIMS AT OUR AGE RANGE ■ WHY ARE THERE SALES DECLINING
CURRENT POSITION IN THE MARKET Strengths • Strong customer base • Student discount • Denim Collection Weaknesses • Website/app • High price points • Quality of products Opportunities • Free Delivery all year round • Product catwalk videos • Plus size range Threats • Children’s/home ranges • Online brands • Cheaper alternatives
RESEARCH METHODS ■ PRIMARY – SURVEY, STORE VISITS, INSTAGRAM SURVEYS
■ SECONDARY – ■ ARCADIA/TOPSHOP WEBSITE, NEWS ARTICLES, MINTEL ACADEMIC
RECOMMENDATIONS ■ PLUS SIZE RANGE OR MAKE LARGER SIZES AVAILABLE ■ LOWER AFFORDABLE PRICES BUT KEEPING A GOOD QUALITY ■ USE MORE REALISTIC/AVERAGE SIZE MODEL ■ CREATE A NEW LOOK FOR THE WEBSITE/APP ■ ALLOW CUSTOMERS TO MAKE REVIEWS AGAINST PRODUCTS ■ LINE EXTENSION – E.G. CHILDRENS OR HOMEWARE/LIFESTYLE