Fashion Marketing and Management By Courtney Simpson BA (Hons) Fashion Management and Communication
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EXECUTIVE SUMMARY & INTRODUCTION
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MACRO ECONOMIC ANALYSIS (PESTLE)
19-24
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BRAND MARKET POSITION
25-28
APPENDIX
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COMPETITORS
29-30
REFERENCES
9-10
CONSUMER DEMOGRAPHIC
31-32
BIBLIOGRAPHY
PRODUCT SELECTION
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SOCIAL MEDIA & INFLUENCER MARKETING
15-16
MARKETING MIX
PROPOSED STRATEGY
CONTENTS
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CONCLUSION
The purpose of this report is to explore Topshop as a fashion brand and decide what kind of recommendations could be given to improve it and make it even better. For example, expanding the products they have available for plus sized people and create a children’s range too. The recommendations are very practical and could be carried out, they aren’t extravagant and it’s things other brands currently have to offer. Both primary and secondary research were used to create this report, going to visit the store, questionnaires, books, and research online, the conclusion was that staff in stores don’t really like talking to people about the business or answering questions.
EXECUTIVE
SUMMARY
01
This Brand Marketing Report will be all about exploring Topshop, their marketing strategies and position, consumers and how they use social media and influencers to their advantage. Highlight problems and changes the brand could make for people to like it even more. The whole point of the report is to try and figure out where the brand is currently at and what recommendations could be made to improve and make it better than ever. There is a lot of things that really stand out that just get overseen rather than anyone trying to resolve the issue. First of all, a lot of research were done about Topshop, how they are doing as a fast fashion brand and finding other peoples opinions on it. From looking at research online, it’s clear that Topshop aren’t a very sustainable brand at all, they sell other brands that are sustainable (Cow) but their own products aren’t which is something they could massively improve on. (Robertson, L. 2018). There is also a lot of controversy surrounding body image and the limited amount of sizes they have to offer. In 2017 Topshop decided to offer a UK size 18 too their consumers, although, it was reported by Cosmo UK that only 67 out of 800 dresses were available in the bigger size. (Revelist, LG. 2017). A lot of Topshop’s work includes bloggers and influencers meaning shopping hauls and reviews of the brand on social media so it’s easy to find very honest opinions online, especially twitter and YouTube.
INTRODUCTION 02
MACRO ECONOMIC ANALYSIS P E S T L E 03
> Brexit is a problem in the fashion industry, trade laws are changing and tax is increasing meaning Topshop have more to pay out which they cannot afford to do considering they had a £10.9m loss back in 2017. (Jahshan, E. 2018) > When Topshop are broadcasting their business, they take into consideration the stability of the political environment and a countries government policies. They have no business in Syria and Afghanistan is because of this (UKEssays. 2018) > The exchange rate on the Great British Pound affects exports and they become more expensive > Arcadia Group is part of ACT, a group especially for workers in the textile industry (Asia) which can increase wage rates internationally and then it affects brand costs. (Hoque, T. 2016) > When low interest rates occur, there is an increase in demand and businesses such as Topshop are encouraged to expand to increase profits. > Living standards and fashion trends are constantly changing resulting in higher demand (Hoque, T. 2016) > Topshop consider location to bring potential consumers in, Topshop in Thailand launch a lot of white clothing because it’s a symbol of Buddhism > Customer, brand connections because of the increasing use of social media and Topshop adapting to the latest technology to stay relevant > Utilise eCommerce to draw more customers in, not everyone has access to an actual store > Customers able to share reviews on social media sites and Topshop can broadcast Fashion Shows leading to an increase in consumers and audience (UKEssays. 2018) > Workplace legislation to protect employers and their employees (Cassio da Silva, W. 2014). > Arcadia have their own code of conduct book used by all manufacturers within the group and is used to make sure employees associated with Arcadia are complying with laws > Topshop currently have relationships with suppliers and work with them to make improvements to working, social and environmental conditions (Cassio da Silva, W. 2014). > They currently hold a CSR banner, taking responsibility for everything involved in the brand > Not a permanent sustainable brand which could also affect their consumers as well as the environment (Robertson, L. 2018)
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BRAND MARKET POSITION
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> Collaborations/links with a number of celebrities > The go-to store when people are looking for the latest designer look-a-likes at a cheaper cost > Currently over 500 stores worldwide, over 300 being in the UK and ship to over 100 countries > 10% discount for students all year round > Petite/Tall/Maternity range > Topshop take full advantage of social media > Charity partnerships - profits go to each organisation
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> No options for larger or older people, risking pushing consumers to shop elsewhere because Topshop don’t stock what they are looking for > Depending on the store there is a limited amount of stock and deliveries they receive each week > Limited stock is a big disadvantage because some customers don’t like shopping online > Controversy with the size of the mannequins > Not practical prices for who they claim to be their target market (16 y/o)
O
> Offer personal shopping in all stores instead of a select few > Able to order online in the store giving people less chance to go elsewhere to make the purchase > Decrease prices on more simple/basic items > Better in store experience- staff pointing out the newest trends/lines > Home-ware / Plus Size / Children’s Section
T
> Cheaper brands available on the high street and online > Consumers are currently leaning more towards vintage clothing which Topshop don’t provide (other than the few Cow items) > Competing brands offer sustainable clothing e.g. H&M (sustainability tab on their website) showing they care for the environment and where their products eventually end up whereas Topshop don’t which could be affecting consumers
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COMPETITORS
A lot of other brands are surrounding it because of how similar they are to each other. Topshop sits a bit closer to high price than high quality because you can find products from elsewhere that are better quality and cheaper. All brands on the map are incredibly popular and are all competitors of one another. If Topshop didn't sell all the brands they do (mostly online) they probably wouldn’t be as popular as it is right now. Although, H&M and Zara seem to be creeping up above it on the popularity scale and it's getting a bit overlooked, it is still a favoured brand, but because it has been around for so long people don't seem as bothered about it as they used to be. The moodbaord was made to visually show Topshop’s main competitors and examples of what each brand has to offer. There is a lot of other brands that could have been included but these are a few of the main ones, Zara being part of the Inditex group and H&M part of the ‘H&M group’ As (Brown, 2017) quoted “Topshop has become a little less distinctive” this is partly true, it’s still a very relevant brand but there are other brands that are doing a lot better on the popularity scale. Zara has an incredibly fast system, they have products that if you don’t buy the first time you see them you’ll never see them again which is one reason why they are so successful, a lot of people impulse buy. River Island are stepping up in regards to diversity with campaigns and modelling products.
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CONSUMER DEMOGRAPHIC
Topshop’s current target market is 16-30 year olds although it’s not really practical for someone as young as 16 because they might not have a regular income and depending on what kind of product you might want to buy, you could probably find it cheaper elsewhere. For example, a young 16 year old girl. An unemployed student, no regular income or savings, maybe gets £15 pocket money from her parents every week, how long would it take for her to save up for a single pair of jeans? Topshop cannot rely on and expect consumers as young as 16 because they don’t have disposable incomes and cannot afford the prices of products. Back in 2002, Brand Manager for Topshop at the time, Jane Shepherdson claimed that they target everyone who loves fashion regardless of age or income. (McMinn, M. 2002). As of right now, Topshop has over 500 stores worldwide and ships to over 100 different countries. They do take note of trends in certain countries at the time of releasing new products because they want to make sure that everything they have to offer has a positive outcome and is beneficial for the business. One big downside is having no plus size range available, Topshop are loosing a lot of profit by not offering larger sizes, it’s not giving the brand the best reputation because it seems like they think the problem is irrelevant and it also means potential consumers are taking their custom elsewhere because of it.
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PRODUCT SELECTION
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Topshop offer trend-led clothing in a range of sizes from petite to tall and maternity, must-have accessories and expansive, versatile denim offering which sees one pair of jeans sold every 10 seconds. (Arcadia, ND). Topshop also offer premium lines including Boutique, a more luxurious option for your wardrobe and Topshop Unique, the one and only collection shown at London Fashion Week and designed by a high street retailer. Topshop’s product pricing isn’t the cheapest and there are cheaper alternatives out there on the high street. H&M, Urban Outfitters, Forever 21, Zara and more that will sell similar, sometimes better quality items. This was a big problem in Australia back in 2017, other brands such as H&M and Zara are overtaking the Australian apparel market causing Topshop to be less successful. (Ragtrader, 2017). Topshop sell more than just their own brand, Adidas, House of CB, Cow, Quay Sunglasses, Fila etc. They have a whole list on their website of brands they make profit from for selling them in the stores/online. Topshop currently have partnerships with 4 charities; Fashion Targets Breast Cancer (their longest running charitable collection), Key to Freedom, Lady Garden and Young Fashion Talent. Designing and creating products with people who are part of the organisation teams who then get all the profits to put into each charity.
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SOCIAL MEDIA & INFLUENCERS Topshop have really adapted to most Social Media platforms available to them, Twitter, Instagram, Facebook, Pinterest etc. Using it as a way to interact with their consumers, listen to customer opinions and reviews on products on ways they can improve, it also helps them reach a much wider audience. They are able to stay connected and share promotions, the latest fashion news and discounts. (Cruz, M. 2014). A big reason why Social Media is so helpful is advertising, a quick and free way to reach their target audience and vice versa regarding customer service. As (Cruz, 2014) reported on her blog “In 2012, Topshop partnered with Facebook, to achieve the largest online audience of a live-stream London Fashion show. Over 200 million people were exposed to images and content from the runway. The first dress on the catwalk in fact sold out before the end of the show.” They also have their own blog linked within their online website where they promote new clothing and designers they are working with. Number of fans/followers currently: > Instagram - 9.6M > Facebook - 4.16M > Twitter - 1.26M > Pinterest - 247,867 > YouTube - 74,104 Unfortunately, unlike a lot of other brands, Topshop doesn’t embrace Influencer marketing as much as they could do putting a big disadvantage on the brand. A lot of online based brands, e.g Pretty Little Thing, Boohoo, Miss Guided, currently take advantage of influencers and their skills on social media, especially Instagram which bring them a huge amount of consumers. There are quite a lot of ‘Topshop Haul’ videos floating around on YouTube but Topshop’s Instagram account currently has the most amount of followers so it would make more sense to have paid influencers on Instagram than it would on YouTube. There are influencers that tag Topshop in their Instagram posts but it’s usually for their own benefit or for their followers, not because they’re getting paid to post it by Topshop.
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MARKETING MIX
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Price Comparison of Jeans
£40 £35 £30
BOUTIQUE
To Conclude... From all of the research that has been carried out, it is clear that Topshop are currently doing well as a fast fashion brand but there are quite a few changes that could be made that would improve the brand massively. Consumers are currently preferring other high street brands which is one of many threats Topshop are faced with daily. The number of consumers the stores are bringing in is decreasing too because people are preferring to shop online which is not necessarily a good thing for the fashion industry as a whole because it’s having an affect on brand stores and the amount of consumers they pull in daily. Pricing also seems to be a problem for Topshop, if consumers are going to find cheaper alternatives elsewhere then it’s swaying their custom to other brands who are profiting rather than Topshop.
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The study has provided evidence to support that Topshop currently does not offer a consistent range of clothing in store and therefore a key recommendation is that if Topshop are going to collaborate with an established brand or a designer they should offer the collection in all city centre flagship stores and maybe a small part of the collection online which would encourage people to go into store to see the entire line. Research has shown that depending on which store you go in, you might not always find what other Topshop stores are offering, for example, Ivy Park and House of CB. Ivy Park is a collection created through Topshop so they should sell it at all stores not just a few or make it an online exclusive. House of CB is just one of the many brands they stock, it’s not a capsule collection created through Topshop. A home-ware range could also be helpful for the brand, their competitors would stay the same but they would have an even chance on the market because it would mean that even if people aren’t going to shop for clothes, they might shop for home instead which would encourage them to visit the store in the first place. The current retail disruption affecting UK highstreets has impacted on Topshop and due to a significant rise in consumers buying online through eCommerce, rather than going into a store, decreasing footfall. Therefore this strategy would provide an oportunity for Topshop to engage with consumers in a physical retail space. Topshop also doesn’t offer a permanent sustainable collection, they collaborated with ‘Reclaim To Wear’ and created a collection made from fabrics left over from previous collections although it’s just an extra collection to add to all of the other products they already sell, why not make everything sustainable? H&M are a very good example of a sustainable brand, they are really pushing it on their customers and the brand only sends it’s products to distruction on a rare occasion, if they can’t be donated or recycled. This has resulted in a lot of positive publicity for H&M giving the brand a good reputation which is what every fast fashion brand needs if they want to be successful.
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PROPOSED MARKET POSITION
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PROPOSED CONSUMERS
Who would buy from Topshop if they were to follow through with recommendations? Everyone, plus sized people and children included! Right now larger people don’t even bother going into Topshop stores because they know that there is absolutely nothing available for them so what’s the point? Plus size products alone would open the brand to a much wider audience, and put a stop to all of the controversy surrounding the problem, it’s giving the brand a bad reputation, making people think they don’t care about every body shape and size, just ‘skinny’ people and their opinions. Comparing it to New Look and H&M this could be the reason why the brand is being overlooked. There was recently a plus size blogger who called out Topshop for creating their jeans in half-sizes for people who are already able to shop there but still not having any products bigger than a size 16. “There are very few brick and mortar stores that cater to above a size 18 and it’s frustrating. As a woman I just want to look and feel as stylish as my friends who are smaller than me.” She told The Independent. (Young, S. 2018). If you go across to her Instagram (Callie Thorpe) you can see that she shops at places such as River Island, Dorothy Perkins, and New Look. Another big help to the brand would be having kids of highstreet stores currently. 915, River Island Kids, Zara Kids are all proven to be very successful clothing lines within the brands, River Island is a good example, they released their very first kids collection back in 2017 and it was only a year later that they opened their first stand alone childrenswear store in Glasgow and hope to go on to do the same across the UK. If Topshop were to consider doing this then it would bring in the ‘older’ consumers, the ones you would expect to have young children and if they are already in store shopping for their children it would encourage them to browse the whole store and maybe shop for themselves too. This would benefit the brand both ways, through their current collections and through childrenswear too, they would be making a profit no matter what. Everyone knows Topshop isn’t the cheapest high street brand available, their products are incredibly overpriced for who their tagret market is currently. If they had more products to offer, e.g. childrenswear, bigger sizes they would sell a lot more meaning they could lower thier prices.
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Social Media & Influencer Marketing
24 When it comes to Topshop being on Social Media, they are very up to date and on top of things, it helps them interact with their consumers etc, although there are things they are yet to adapt to that other highstreet and online brands already have which could have a psoitive long lasting affect on the brand. Firtsly, YouTuber’s love Topshop, its where they get the most recognition online from ‘professional’ influencers. Brands such as Zara, H&M and Pretty Little Thing have really adapted to Instagram as much as they possibly can, Topshop included but the other brands take it a little bit further and do things Topshop don’t. H&M do polls on their Instagram stories as a way to get their consumers attention and opinions on different products. Pretty Little Thing have a huge amount of influencers working with them to help with promotions because they are an online only based brand meaning they don’t have the advantage of a physical store so their consumers are conastantly looking for reviews of products before having to pay shipping fees and order online. From a little bit of research on instagram it’s quite clear that Topshop don’t have regular/constant influencers helping them along like their competing brands, if consumers could see someone styling and reviewing the brands products before they bought them it would make a big difference. Topshop also don’t seem to give back to their consumers, people are spending their money on products, it wouldn’t hurt for Topshop to do a monthly competition for their dedicated consumers as a ‘thank you for the support’. The brand just seems to be getting a little boring, they don’t have anything exciting going on, nothing new and different. They could even post customer pictures on their instagram to prove people are buying and liking the products rather than spouting more and more stock at people everyday. Although Topshop have over 300 stores in the UK and over 500 worldwide, there is only 4 between the whole of Austrailia after 5 being closed down because of financial problems meaning there isn’t even one in every big city on that side of the world. Back in 2017, Peter Ryan, retail analytic said “Topshop has never really translated well outside of the UK,” he said. “The clothing is overpriced. It has quite an expensive set-up, with big format stores that are now competing against Zara and H&M, who are doing disposable fashion better. I’m not saying that it can’t be saved, but it will take a lot of work.” (McCauley, D. 2017). Again, if they reduced the prices of their products, they might have a better chance on the market. Zara and H&M are offering cheaper alternatives and it’s clearly showing.
P
-Minimum wage requires employees 25+ to be paid more per hour -During Brexit the UK currency decreased -When broadening their business, they take into consideration the stability of the political environment and a countries government policies. The reason for having no business in Syria and Afghanistan is because they are politically unstable
E
-Exchange rate on the Great British Pound affects exports and they become more expensive -Arcadia is part of ACT, A group especially for workers in the textile industry (Asia) which can increase wage rates internationally and then it affects brand costs -When there is a case of low interest rates and an increase in demand businesses such as Topshop are encouraged to expand, the more money people have to spend, the more Topshop will benefit from it
S First of all, their 'simple' logo means that the brand is quite easily recognisable. Topshop have already undergone a huge transformation since the mid 90’s, it has resulted in a huge growth in sales profits and helped them decide what kinds of clothing people prefer to buy. Whilst a lot of other retailers try to copy the latest looks/styles, Topshop always seems to be the go-to store when customers are looking for a cheaper ‘look a like’ designer product. They have a number of celebrity links; Gigi Hadid, Beyoncé, Kylie/Kendall Jenner, Kate Moss, Cara Delevingne who all take part in modelling campaigns or creating their own collections with the brand. There is currently over 500 stores worldwide, over 300 being in the UK and they ship to around 100 different countries. The stores are quite easy to get around and most things are easy to find, mannequins are dotted around showing off different trends and categories making it easy to spot what you might be looking for. No matter how tall or short someone might be, there is something suitable for everyone in their Tall and Petite areas. 10% discount for students is on offer all year round and every so often a student event might pop up meaning they might offer 20% off for a limited amount of time. Topshop take full advantage of social media for advertising and marketing. Twitter, Instagram, Facebook etc is an easy way to target their ‘typical’ audience. They also give their employees a chance to learn additional skills, Team Communication, Visual Merchandising, Checkouts and Fitting Room Service, Dressing Mannequins etc.
S
-Living standards and fashion trends are changing daily which results in higher demand and people spending more money -A large percentage if Topshop’s consumers are 20-35 year olds, most have jobs and an income -Topshop consider location to bring potential consumers in, thinking what will sell well in different parts of the world, e.g. apparently Topshop in Thailand launch a lot of white clothing because Thai believe in Buddhism and white symbolises that
W One very big problem Topshop has is not having sizes available for larger people, they only offer sizes 6-16, sometimes a size 4 (mostly online). Depending on the size of the stores, there is a limited amount of stock and deliveries, for example, small stores get 3 deliveries a week which when you compare it to Topshop on Oxford Circus who get 5 a day it's not a lot at all. Limited stock is a big problem because a lot of people don't like purchasing online meaning which is a big disadvantage for all stores, not just Topshop. Apparently there has always been controversy with the size of the mannequins, people complaining that they are ‘too skinny’ and that they are promoting anorexia and eating disorders. Topshop rely quite a bit on celebrities and social media to promote the brand but I supposed every other brand does too. Their target market is generally people 16- early 30’s so comparing it to somewhere like M&S they are the complete opposite. They don’t really offer an ‘older person’ range, everything is very much a younger style. Also, prices might not be practical for someone as young as 16.
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T
-Consumers are able to connect well with the brand because of the increasing use of social media -Topshop utilise eCommerce to draw more customers in, some don't have access to an actual store, some people prefer online shopping, its quicker and sometimes easier to find products -Customers are able to share opinions on social media sites and Topshop are able to broadcast fashion shows using the same platforms -They have their own blog, using it to share the latest fashion tips and help promote their products -Topshop have had to adapt to the latest technology to help stay competitive and relevant
L
-Workplace legislation is put in place to protect employers and their employees within the workplace -Arcadia have a code of conduct guidebook used by all manufacturers 1. Process of setting up new factories and auditing 2. Minimum ethical trading standards 3. Health and safety 4. Working practices on labour topics -It's used to make sure that employees associated with Arcadia are complying with laws in the UK and other relevant countries
O Although they offer a Tall, Petite and Maternity range, they don't actually have a lot of choice and a plus size range doesn't even exist. Even more celebrity collaborations could be done to grab more peoples attention. There are people that post about using the personal shopping services that Topshop offer on Instagram but it's not available in all stores. Social Media could be used a lot more, the younger generation are using Social Media 24/7, Topshop could take advantage of that, have more influencers to promote their clothing. Better in store experience, theres always staff around to help but maybe have them to greet people too and point out the newest trends/lines for the season, it would encourage people to maybe try and then buy them. Tablets/computers/iPads available actually in the store to order online if they don't stock what the customer is looking for, it would encourage to purchase from Topshop there and then instead of going elsewhere to find what they are looking for.
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E
-Topshop currently have relationships with suppliers and work with them to make improvements to working, social and environmental conditions They currently hold a CSR banner, this means they deal with issues concerning stakeholders, workers livelihood, working conditions, lines of production, reduction and of environmental impact from the manufacturer distribution and product sales -They have to think about their reputation and what is best for the future of the brand only they are currently very unsustainable causing potential consumers to shop elsewhere -They aren't currently a permanent sustainable brand
T There are other, cheaper brands available on the highstreet and online, H&M, New Look, River Island, Zara, Urban Outfitters, Boohoo, Miss Guided, Pretty Little Thing. TopShop is bigger in the UK than anywhere else, e.g. H&M, Forever 21, Zara are more popular in the US than TopShop. Their prices are quite high depending on what you might be buying and there is always going to be a cheaper alternative. There isn't access to certain products in all stores, one might have the Ivy Park range and another won't, from the research shared within the Topshop group we realised it wasn't because of the size of the different stores so why might this be? Having a larger range in physical stores would encourage consumers to visit the stores rather than purchasing everything online which is decreasing footfall, an all round negative factor for a successful fashion busianess. Everyones style is changing and what people want, Topshop isn't providing, people are leaning towards more vintage clothing right now and TopShop doesn't have it (apart from the few 'Cow' items they sometimes have in a selected few stores).
What age are you?
Survey R Fast fashion is an approach to making fashion trends cheaply & quickly causing a lot of waste products. Workers are often overpaid/ overworked. Are you aware of how it affects the environment?
Is Topshop’s advertisement is effective and makes you want to purchase the products/ clothing?
An ethical brand follows the philosophies of being fair trade, sustainable, eco-friendly and organic. Would you consider Topshop/Topman as an ethical brand?
Did you know about Topshop’s ethical line, ‘Reclaim To Wear’?
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Results
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Opinions on pricing at Topshop
Do you think they should make more effort in developing an ethical approach and make it more accessible?
Topshop generally rely a lot on the online store & app, is this a method you use?
Are you aware of the BoyoncĂŠ/Ivy Park collection? & that its produced in a sweatshop where workers are paid ÂŁ4.30 a day in Sri Lanka?
Will you continue to shop at high street stores such as Topshop?
References • Arcadia. (ND) Topshop. [Online] Available From: https://www.arcadiagroup.co.uk/brands/topshop [Accessed Date: 13th January 2019]. • Brown, H. (2017) Analysis: Is Topshop loosing its shine? [Online] Available from: https://www. drapersonline.com/retail/analysis-is-topshop-losing-its-shine/7018587.article [Accessed Date: 22nd January 2019]. • Cassio da Silva, W. (2016) TOPSHOP. [Online] Available From: https://prezi.com/svyrbxpctckr/topshop/ [Accessed Date: 21st January 2019]. • Cruz, M. (2014) The Social Media Impact On Topshop as A Fashion Brand. [Online] Available From:https://medium.com/@milnacruz/the-social-media-impact-on-topshop-as-a-fashion-brandd1eb518f3bb4 [Accessed Date: 14th February 2019]. • Hoque, T. (2016) Topshop. [Online] Available From: https://prezi.com/zmosa_mscizd/topshop/ [Accessed Date: 21st January 2019]. • Jahshan, E. (2018) Topshop swings to £10.9m loss. [Online] Available From:https://www.retailgazette. co.uk/blog/2018/05/topshop-swings-to-10-9m-loss/ [Accessed Date: 12th February 2019]. • McCauley, D. (2017) How Topshop went from the hottest new label to hit Australian shores to a fast fashion failure. [Online] Available From:https://www.news.com.au/finance/business/retail/how-topshopwent-from-the-hottest-new-label-to-hit-australian-shores-to-a-fast-fashion-failure/news-story/7e1408be 5ccef70c1156cb0d766bd3bd [Accessed Date: 22nd February 2019]. • McMinn, M. (2002) Do I look my age in this? [Online] Available from: https://www.theguardian.com/ theobserver/2002/oct/13/featuresreview.review [Accessed Date: 28th January 2019]. • Ragtrader. (2017) EXLUSIVE: 3 Reasons Why Topshop Failed. [Online] Available From: http://www. ragtrader.com.au/news/exclusive-3-reasons-why-topshop-failed [Accessed Date: 14th February 2019]. • Revelist, LG. (2017) Topshop is in hot water with customers for barely expanding its sizes. [Online] Available from:https://www.thisisinsider.com/topshop-expanded-its-sizes-but-plus-size-customers-areoutraged-2017-4 [Accessed Date: 12th February 2019]. • Robertson, L. (2018) How Ethical is Topshop? [Online] Available From: https://goodonyou.eco/howethical-topshop/ [Accessed Date: 16th January 2019]. • UKEssays. (2018) Global Factors Impact on Topshop. [Online] Available From: https://www.ukessays. com/essays/business/global-factors-impacting-on-uk.php [Accessed Date: 22nd January 2019]. • Young, S. (2018) Plus-size blogger exposes the problem with Topshop's new half-size denim. [Online] Available From:https://www.independent.co.uk/life-style/fashion/plus-size-topshop-half-sizes-size-16large-high-street-callie-thorpe-a8225361.html [Accessed Date: 19th February 2019].
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Bibliography
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• Brown, H. (2017) Analysis: Is Topshop loosing its shine? [Online] Available from: https://www.drapersonline.com/ retail/analysis-is-topshop-losing-its-shine/7018587.article [Accessed Date: 22nd January 2019].
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• Cassio da Silva, W. (2016) TOPSHOP. [Online] Available From: https://prezi.com/svyrbxpctckr/topshop/ [Accessed Date: 21st January 2019].
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• Cruz, M. (2014) The Social Media Impact On Topshop as A Fashion Brand. [Online] Available From:https:// medium.com/@milnacruz/the-social-media-impact-on-topshop-as-a-fashion-brand-d1eb518f3bb4 [Accessed Date: 14th February 2019].
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• Hoque, T. (2016) Topshop. [Online] Available From: https://prezi.com/zmosa_mscizd/topshop/ [Accessed Date: 21st January 2019].
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