Topshop Topman Video Analysis

Katelin Cosner, Madison Layman, Allee Lizama, Manuela Rott

THE COMPANY Have any of you heard of Topshop/Topman before?

How did you initially learn about the store?

Have any of you visited or bought something?

THE VIDEO

http://us.topshop.com/en/tsus/category/valentines-dilemmas4110003/home?TS=1423055866295

THE BRAND TOPSHOP is a British multinational fashion retailer Clothing, shoes, make-up and accessories Started in 1960’s by selling clothing by young british designers In 1990’s focused on presenting catwalk designs at budget prices Producing co-branded ranges with fashion designers and celebrities, such as Kate Moss and Beyoncé ● Today they have 440 free-standing shops worldwide ○ 300 in UK ○ 7 in United States (Chicago, New York, San Diego, Las Vegas, Los Angeles, Springfield VA) ● ● ● ● ●

THE BRAND:

● TOPMAN is the stand-alone fashion business counterpart of Topshop ● Caters exclusively men’s clothing ● It was created in the UK towards the end of the 1970’s ● Over 250 stores in the UK and a further 154 stores internationally across 31 countries.

TARGET MARKET

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Target customers are women aged between 18 - 35

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Large variety of consumer types

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Income range from $10,000 to $50,000 per year

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Brand states that their target consumer are male between 16 - 25 years old

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Young fashion-conscious people (trendsetters) on a budget

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Income range from $2,000 to $60,000 per year

STRATEGY ● Entertainment ● First Rate/High Quality Content ● Site Experience ● Instant Purchase

INTENDED MESSAGE TOPSHOP has the perfect outfit for your Valentine’s Date

HISTORICAL CAMPAIGNS ● Traditional Marketing ● Topshop Unique show at London Fashion Week ● Brand Ambassadors ● Emphasis on Digital Media ○ Product Placement

FILM DISTRIBUTION

Youtube Metrics 9,467 views 303 upvotes

51,559 Channel Subscribers

Facebook Metrics 13,189 views 61 likes 6 comments 2 shares Only posted once, on February 5th

Instagram Metrics Over 36k likes Over 900 comments Video link was shared one time on Valentines Day

posted 3 short video snippets beginning a little over 2 weeks before Valentine’s Day

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POSITIVE ATTRIBUTES ● Effectively captured the culture of the target market ● Didn’t push the brand front and center ● Relatable and funny video concept

CONCLUSION & RECOMMENDATIONS ● Poorly circulated relative to potential outreach possibilities ● No unique shopping experience for the TopMan counterpart ● Earlier release date would’ve helped to give a few more opportunities for promotion

DISCUSSION 1. Was there too much or too little product placement?

2. Was the video valuable for the brand?

3. Do you feel like you connected with the brand?

4. Does this video align with your understanding of TOPSHOP? 5. Having seen this video, would you shop at TOPSHOP? 6. Recommendations?

CONCLUSION ●

REFERENCES Android vs iPhone mobile owners in the U.S. 2013, by age | Statistic. (2013, May 1). Retrieved March 7, 2015, from http://www.statista. com/statistics/271228/android-vs-iphone-mobile-owners-age/ Bilton, N. (2014, October 29). Tinder, the Fast-Growing Dating App, Taps an Age-Old Truth. Retrieved March 10, 2015, from http://www. nytimes.com/2014/10/30/fashion/tinder-the-fast-growing-dating-app-taps-an-age-old-truth.html?module=Search&mabReward=relbias: s&_r=4 BOF Team. (2013, March 8). Top 10 Fashion Films of the Season - The Business of Fashion. Retrieved March 15, 2015, from http://www. businessoffashion.com/2013/03/top-10-fashion-films-of-the-season.html Dan, A. (2014, November 9). 11 Marketing Trends To Watch For In 2015. Retrieved March 9, 2015, from http://www.forbes. com/sites/avidan/2014/11/09/11-marketing-trends-to-watch-for-in-2015/ Diaz, A. (2013, March 6). Topshop Raises Digital Bar in Fashion World. Retrieved March 3, 2015, from http://adage.com/article/cmointerviews/topshop-raises-digital-bar-fashion-world/240100/ Garst, K. (2015, January 20). 7 Digital Marketing Trends That Will Dominate 2015. Retrieved March 20, 2015, from http://www. huffingtonpost.com/kim-garst/7-digital-marketing-trend_b_6493310.html

Greenberg, E. & Kates, A. (2014). Strategic Digital Marketing. New York: McGraw-Hill Education. ISBN: 978-0-07-181950-3.

REFERENCES Jacobs, S. (2012, January 19). Why (Most) Fashion Films Suck. Retrieved March 8, 2015, from http://portable.tv/fashion/post/whymost-fashion-films-suck/ Keller, C., Magnus, K., Hedrich, S., Nava, P., & Tochtermann, T. (2014, September 1). Succeeding in tomorrow's global fashion market. Retrieved March 23, 2015, from http://mckinseyonmarketingandsales.com/succeeding-in-tomorrows-global-fashion-market Oldenburg, K. (2014, August 12). What Your First Date Food Order Says About You - The Frisky. Retrieved March 23, 2015, from http: //www.thefrisky.com/2014-08-12/what-your-first-date-food-order-says-about-you/ Reuters. (2015, January 9). Britain's Fashion Brands Target Tech-Savvy Men to Lift Sales - The Business of Fashion. Retrieved March 6, 2015, from http://www.businessoffashion.com/2015/01/britains-fashion-brands-target-tech-savvy-men-lift-sales.html Williams, R. (2014, February 19). Cat photos more popular than the selfie. Retrieved March 4, 2015, from http://www.telegraph.co. uk/technology/internet/10646941/Cat-photos-more-popular-than-the-selfie.html 4 Digital Advertising Trends for Fashion & Luxury Brands. (2014, August 2). Retrieved March 11, 2015, from http://fashionbi. com/insights/marketing-analysis/4-digital-advertising-trends-for-fashion-luxury-brands https://www.facebook.com/pages/Topshop/227518370711659?brand_redir=1

REFERENCES www.lanvin.com http://topshop.tumblr.com/ https://twitter.com/topshop http://us.topshop.com/ http://viralvideochart.unrulymedia.com/all https://www.youtube.com/watch?v=8J7ayKGSNsM