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Project Research Fashion Communication
Sophie Stewart
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Contents Page 1. Introduction………………………………………………………………….....5 2. Methodology……………………………………………………………………2 3. The Concept……………………………………………………………………8 4. Background 4.1 History of Topshop………………………………………………………......10 4.2 Topshop’s Current Market Position…………………………………..........11 4.3 Topshop’s Competitors………………………………………………….......11 5. Target Market 5.1 Target Audience……………………………………………………………....12 5.2 Consumer Home Ware Buying Habits ……………...……………….........14 6. Market Analysis 6.1 Competitor Analysis………………………………………………………….16 6.2 Social Market Analysis……………………………………………………….19 6.3 Economic Market Analysis………………………………………………......19 7. Distribution Channel 7.1 Where To Sell Online vs. Location…...………………………………….....20 8
The Brand
8.1 Enhancing The Brand………………………………………………………...22 8.2 Brand Experience.…………………………….………………………………22 8.3 Marketing The Brand………………………………………………………… 25 9. Project Outcome Future Expansion……………………………………...26 10. Conclusion…………………………………………………………………….26
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1. Introduction The aim of this research project is to explore, examine and propose the possibility of expanding Topshop as a brand by diversifying into home ware. It will establish if there is a market for trend related home furnishings readily available for students and full nesters. The objective of the concept is to provide fashionable home furnishings for Topshop’s original target consumers. Helping Topshop as a brand expand into new areas, which can hit the global market, allowing the brand to gain more exposure on a transnational level. This project will determine and validate the reasoning behind the proposed concept’s development.
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2. Methodology The project research main objectives to be carried out and justify the concept will include Primary and Secondary research. Primary research will play a significant part in the influence of the proposed concept. A survey will be conducted and sent to a range of consumers between the ages of eighteen to forty, gaining knowledge on the target audience’s identity and their consumer habits. Questionnaires will be sent to thirty Topshop stores across the UK, producing information on consumer purchase behaviour within stores. Interviews will be carried out with relevant contributors, such as students, graduates, and parents, providing qualitative data to be evaluated. Two focus groups will be conducted: one with a youthful group of students between the ages of twenty to twenty-eight and a second with parents age thirty and above. Allowing a wide range of knowledge to be gained circulating the proposed concept. A SWOT analysis will be produced from previous sources of relevant information to allow an overall outcome on Topshop’s current situation looking at external and internal advantages and disadvantages and allowing the positive and negative outcomes of Tophome to be evaluated. To gain general information around the subject of matter websites will be observed, looking at current facts and figures regarding the existing market share within Topshop. Current statistics will be analysed for purchasing home furnishings, looking into social factors including figures on the existing and future student population. Research will be followed through into Previous Journals and Mintel reports on Topshop: looking at its product, company, market, and competitor analysis. Sourced books on consumer behavioural choice, fashion meeting interior design and marketing a diversifying brand will be studied. Appropriate newspaper articles and publications from the BBC News, Financial Times, The Guardian and the Independent will also provide an up-to-date account of the current social and economic situations relevant to the proposed concept.
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3. The Concept “It’s about lifestyle, aspiration and image” (Pg. 117. Why Consumers Do What They Do) The concept behind this chosen project is to provide the youth of today with fashion infused home furnishings, allowing Topshop to use its expertise in fashion and textiles and apply it into new areas within the home. The home ware range will aim to sell an assortment of fixtures varying from bed linen, throws, curtains, cushions, lighting, tableware, crockery, bathroom furnishings, wallpaper, and many decorations to transform your room. Similar to Topshop’s current image, which provides uniqueness for everyone, Topshop’s home ware range will stand on the same basis covering a diverse choice of style influences, reacting to the fast moving fashion world of changing textiles, creating style and producing decorative products. Allowing the consumer to transform their room into a home. The concept will aim to create seasonally driven aspects towards the range, which will be based on four monthly trend influenced collections, allowing the consumer to constantly have a fresh view on the proposed concept’s outcome. The key target audience will be teenagers who are growing up and want to create their own space, students moving to college or universities, graduates who are moving into their first flat/ house and parents who will purchase furnishing for their children’s bedrooms. The proposed concept will be named Tophome, allowing Topshop’s current customers to relate the home ware to the quality and value of Topshop’s current items. Tophome will provide the consumers with superiority; fashion influenced home ware range at affordable prices.
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4. Background 4.1 History Of Topshop Topshop’s life began back in the early 1960’s where it was a fashion brand in Sheffield, under Peter Robinson Ltd. As time progressed Topshop expanded and by the 1970’s it became its own stand-alone store inhabiting its position on 214 Oxford Street, where its main flagship store still stands to this day. Now part of the Arcadia group under the management of Sir Philip Green Topshop has endeared a lifetime of style authority. Known for its edgy, up-to-the-minute, affordable fashion. Classified as the “Single biggest supporter of emerging design talent in the UK” [1] Topshop supports something for everyone providing a variety of lines, issuing each individual consumer with something to their taste. New ranges are introduced on a regular weekly basis if not monthly, with a price range which reflects the diversity of the brand. Recently in 2010 Topshop carried out brand extension into make-up, which possessed a natural fit into the clothing and accessories previously sold within the store, and since has paid no dividends. After prolonged research into Topshop’s target audience, results revealed that as Topshop is a brand selling a diverse range of clothing and accessories at assorted prices and varying styles, it consequently targets a wide spectrum of high street shoppers. Its key consumers tend to be a youthful audience varying between the ages of fifteen to twenty-eight, targeting the student audience with the discount card. With more than three hundred stores located around the United Kingdom alone and four hundred based around twenty countries across the globe, Topshop has rapidly expanded over the past thirty years, to position itself as one of the most sought after women’s fashion high street retailers.
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4.2 Topshops Current Market Position Although considered “the Fashion destination on the British high-street”[2]. Topshop’s current position in the market has recently declined after statistics were revealed in the last month proving that Topshop has been hit by the retail slowdown. Sir Philip Green stated: “I do believe everybody today is more financially aware than they’ve ever been in their life. I don’t see it getting any worse but I think where we are is people are much more constrained on a general basis by necessity”[3] Sir Philip Green has recently threatened to have to close down around two hundred and six Topshop stores throughout the globe due to the decline in high-street shoppers. With this year’s profits dropping below “one hundred and fifty million pounds” [4], down more than “thirty- eight percent”[5] in 2010. Although the store’s profits have dropped Internet sales have boosted by “twenty seven percent”[5] compared to the previous years. Proven that the economical market is currently on a downturn due to the lack of footfall (“down 4.7 percent compared to previous years” [6]), this is not all that Topshop has to be concerned about with two of its main rivalry competitors storming alongside its current position in the market.
4.3 Topshops Competitors Originated in 1947 the famous Swedish brand H&M sells attire for the whole family both male and female. Including clothing, footwear, accessories, and recently in 2007 home furnishings. With over 1,741 stores in over 34 countries H&M is definitely one of Topshop’s biggest competitors, with a strategy of producing quality fashionable clothing at affordable prices. Like Topshop H&M uses collections of fashion icons such as Madonna, Karl Lagerfeld, Stella McCartney, Roberto Cavalli and recently Versace as a strategic marketing strategy. Zara Discovered in 1975 in Spain is known to be one of the world’s biggest fashion forerunners. Zara has over 500 stores located around sixty-four countries across Europe, America, the Far East and North America. Similar to H&M, Zara targets the family spectrum in all aspects of apparel and home ware but markets goods at a higher luxury price. The future of Topshop remains optimistic, Sir Philip Green is hoping to expand his fashion empire and continue its growth particularly in Asia and the United States of America. Commenting that there is “no silver bullet”[7] which can sort out the UK economy. With Topshop supporting a high quality brand reputation and the contemporary design world always endearing to new pioneering concepts, consumers must feel as passionate about the future in the same way, which they currently are about the heritage. “A product is something which is made in a factory, a brand is something that is bought by a customer. A product can be copied by a competitor, a brand is unique. A product can be quickly out dated, a successful brand is timeless.”[8]
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5. Target Market 5.1 Target audience A vital aim for this project research is to ensure that the proposed brand extension is being targeted at the correct consumer. The brand is greatly influenced around whom the products are targeted at . If the consumer does not allow the brand to extend into a new area then there is no potential outcome for the brand extension. Two focus groups were conducted, the first group consisted of secondary school pupils aged sixteen to twenty-eight, students aged twenty to twenty-four and graduates aged between twenty-four to twenty-eight. The second group targeted mothers between the ages of thirty to fifty known as full nesters. This range of respondents allowed for extended information regarding Tophome’s anticipated consumer. The first focus group [Primary Research] produced information concerning views of possible consumers who do not have disposable income but are in the process of moving into school dorms, student flats, and graduates in their first flat or home. The results proved that Tophome would be highly successful for females between the ages of 18-28 who are ready to move on in their life as an individual. The second focus group [Primary Research] provided information relevant to parents aged between thirty to fifty (so called “full nesters”), with a higher disposable income and who are in the later stages of the lifecycle, where “the needs and wants grow, and subsequently the spending increases and remains high until falling sharply at the empty nest.” (Pg. 270. Consumer Behaviour 2nd Edition). The outcome of this focus group proved that mothers aged thirty to fifty would be interested in shopping in Tophome for their daughters. Observing that as they grow older they want to reflect their room upon their individual personality and style. Research into social groups, tribal and household-buying influences split the proposed target audience for the concept of Tophome into two distinctive consumer profiles. The first consumer is potentially considered to be in the Young single Bachelor stage. This stage usually starts at the age of eighteen and lasts until married at around twenty-eight. “When a person starts living on their own as a household, the stage is characterized by below average income, high discretionary spending with a focus on personal growth and enriching personal experiences to tendency to buy products as an expression of individuality and newly achieved status” (Pg. 269. Consumer Behaviour 2nd Edition). This consumer will also be novelty-fashion conscious, always aware of and likely to keep up to date with style and current trends as part of their orientation. The second consumer is hypothetically considered to be middle aged: thirties to fifties, married with children. “This is a typical family life cycle stage, which revolves around children and their educational activities. The family is often under pressure in terms of financial resources. Parents tend to spend more on housing, furnishing, computing and related household services. Parents are likely to change their brand preferences, giving in to the demands of children who have become better consumers on their own.” (Pg. 269. Consumer Behaviour 2nd Edition). Consumers who are middle aged and married with children are considered to “spend more on housing, furnishing, computing related household goods.” (Pg. 296. Consumer Behaviour 2nd edition). This consumer will be quality conscious seeking to find satisfaction. Therefore as a result of in-depth research Tophome will be targeting less affluent student and graduate females between the ages of eighteen to twenty-eight and mothers under financial pressure aged thirty to fifty purchasing for their style aware daughters.
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5.2 Consumer home ware buying habits “Don’t just look at the age of your consumer; look at how to grow your brand by tapping into their lifestyles” (Pg. 117 Why consumers do what they do) Not just the age of the target consumer must be considered, but the consumers’ lifestyle as a whole. Previous research has proven that style, colour, price and comfort are the key elements, which a consumer will consider when making a purchase on home ware furnishings. Exploring the consumers’ mind is what can provide the brand with the necessary competitive edge. A recent survey was carried out by “Furniture today” on consumer buying trends in December 2010 revealing statistics and data regarding what household goods consumers had purchased in 2010 and planned to buy in 2011. The results reveal responses from over 2,500 UK households examining purchasing patterns amongst these homes. Results show that “7.9 million households”[9] did not make a purchase in 2010 when shopping for at least one furniture and bedding product, to re-phrase that statistic “19 percent of consumers”[10] walked away empty handed. Researchers believe this statistic is due to the fact that consumers could not find what they were looking for regarding quality, style, colour and even durability for home ware. These statistics suggest that there is a need for a new home ware brand. It has been proven that new and improved brands can be powerful when it comes to influencing a consumer. The number one reason consumers will buy a new product is to improve the previous out of date, worn out one. “all of a sudden both the male and female in the household get a glimpse of new innovation, and it stimulates their curiosity”(Pg. 138 Why Customers Do What They Do). By enticing a consumer to explore the new product at Tophome it will have a high chance of raising awareness and sales. “Consumers are always willing to explore to find new and innovative products” (Pg. 139. Why Customers Do What They Do). After careful research it is clear to see that the up-to-date stylish edge that Tophome will bring, will fuel the growth of the brand by motivating the consumer to explore and drive them towards the proposed brand Tophome.
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6. Market Analysis 6.1 Competitor Analysis The proposed concept of Tophome will have a variety of competitors within the market all targeting different areas within the proposed field of home ware. IKEA the Swedish household furnishing brand, with a total of 280 stores spread across twenty-six countries is definitely one of the most defined, well recognised furnishing stores. With a total sale in 2010 of “23.1 billion an increase of 7.7 percent from the previous year”[11] it is clear to see IKEA is economically striving. Tackling a different approach to design and marketing IKEA keeps costs at an ultimate low with the help of flat pack selling, using a cleverly devised strategy of store layout, which makes it easy, quick and cheap for the consumer to purchase what they require. With a sustained profit IKEA has the resources and services to produce a successful contemporary low cost brand, targeted at twenty to thirty-five year old middle-income professionals. Zara Home launched in 2003 as an extension onto the renowned fashion brand Zara. Currently running 174 home stores across eighteen countries around the globe has been a huge success. Targeting young affluent fashionable consumers and specialising in bed, table and bathroom linens, along with complimentary home fashion decoration. “Since Zara Home opened its first store in August 2003, it has been extremely well received by the public. This has been reflected both in the growth of sales - which reached “139 million Euros in 2006, with an increase of seventy-eight percent with respect to the previous year and in its commercial expansion.”[12] In the first nine months (February-October) of 2011 Zara Home had an “increase in profit of 10 percent”[13] compared to the previous year. As well as having stores scattered across the globe Zara Home also has an online shop, which was launched in 2007. H&M Home was first launched in Stockholm in 2009. Since its launch H&M home now runs an online shop as well as stores in Copenhagen, Helsinki, London and Amsterdam. Targeting price and fashion conscious students and young people, the expansion into home ware has proved to be a great success for H&M. Since it was launched in 2009, the year to November 2011 proved an increase in H&M group sales (including VAT) of “9 percent”[14] compared to the previous year. Sales in comparable units such as online and catalogue “decreased by 3 percent” [15] With a notion of “value for money, great quality range of home textiles heavily influenced by fashion” [16] H&M home will be Tophome’s biggest competitor, with both brands targeting the same audience and aiming for a similar concept, however, Tophome will stand alone in its own notion, providing higher quality and better service. With a customer loyalty already established through Topshop, great customer brand awareness through corporate branding and a diverse range of quirky, trend infused furnishings: Tophome should have an advantage in the market.
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[H&M home]
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“See The Light...”
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6.2 Social Market analysis Upon analysis of research concerning the target market it has been proven that students will be the key consumer. The BBC News recently revealed statistics in September 2011 proving that the number of overseas students has risen dramatically in the UK. The number of students travelling from over seas to the United Kingdom increased by “32 percent”[17] in the past five years. There has also been a “6 percent”[18] increase in the amount of home students in the UK over the same period. The postgraduate level of students within the UK has also seen a dramatic growth. These statistics highlight the importance of students who will provide valuable financial contributions to the UK economy and furthermore will help to boost sales in the proposed concept of Tophome. As they move into new accommodation and acquire new home furnishings. [Appendix 1 & 2] illustrate that many of the acceptants are mostly in their twenties ranging from twenty and under to over twenty-five, and a majority of whom are female. Consequently there is an increase in the predicted consumer for Tophome.
6.3 Economic Market Analysis Economic conditions are currently playing a significant role in the current effects on consumer’s spendature. Discretionary purchases are not as freely made as they would have been in previous years. The media have been flooding consumers with regular updates regarding “jobless claims, financial markets, gas price increase, recession predictions, and expert opinions on how the economy is faring” (Pg. 15 Why Consumers Do What They Do). This information has resulted in consumers being stricter with their money and spending less as well as only buying the necessities at affordable prices. Recently with the outlook of the economy having a rebound “we are beginning to see more spending and impulse purchases” (Pg. 15 Why Consumers Do What They Do). Consequently consumers are willing to buy more but at an affordable high-street price. Therefore the necessity of home bedding would be made more readily than previous years. The economy is sustainable for the introduction of a new homeware brand such as Tophome as it will provide affordable prices and high quality, which is what the consumers are looking for.
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7 Distribution Channels 7.1 Where to sell: Online v’s Location As mentioned previously recent research into Topshop’s current market position has proven that online sales are doing better than in store sales. 2011 has seen an increasing upward trend relating to online purchases. There has recently been a “36 percent increase in purchasing home ware online in 2010” [20] classified as the second highest product to be purchased over the internet [Appendix 3]. As a result of this outcome Tophome will be opened up initially within Topshop’s two main flagship stores one in New York located in Soho and one within the Oxford street store, both of which have proven to have the highest sales for Topshop store locations. In 2010 “$83.5 billion was spent in the U.S on home furnishings and a total of 38 million U.S households bought furniture and bedding in 2011” [21] proving that there is a current market and potential arcade for Tophome to thrive within the New York flagship store. A small area will be provided for Tophome to display its products within these two stores. The rest will be sold online on Tophome’s own individual site. This provides consumers with the opportunity to see the quality of goods in store as well as providing the convenience of ordering online [Appendix 4 & 5].
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8. The Brand 8.1 Enhancing the brand “If a brand is not trusted and hasn’t proven its worth in its original product category it wont stand a chance of getting consumers to trial a new extension or even stay loyal to the range” [22] Topshop has gained worldwide respect for its individuality; this is a result of being a strong supporter of young British design talent and showing its own in-house-design collection in the official London Design week schedule; being the only high-street brand ever having had the opportunity to show on schedule proves the brand is worth what is considered of its original product of fashion. Tophome will extend the engagement and connection of the customers with the brand Topshop. The availability of clothing from Topshop and home furnishings from Tophome will re-enforce the concept that the brand is about a way of life rather than functional properties of the product. Therefore consumers will not be confused by the brand meaning, by offering a natural evaluation of home ware in what the brand already offers: up-to-date, high speed, affordable trends. Topshop currently has the necessary skills and expertise in the area of design, trend forecasting, advertising, brand awareness and marketing which can be put to use on the proposed expansion. To gain interest in the brand extension Tophome will express the importance of comfortable, affordable, trend influenced contemporary interior furnishings. This will aim to make targeted consumers aware of the brand and how it will benefit their needs, hopefully helping to increase the number of loyal customers entering the shop. Once in the store consumers will need to be able to relate the goods with Topshop’s current accepted brand name. This can be associated through services, interiors, smells, installations, and window displays. This links back to having a constant atmosphere throughout the store, which in the long run will help to provide the Topshop brand with a valuable additional revenue stream.
8.2 The brand experience “Experiential Brands differ from image brands in terms of their emphasis. Whereas image brands focus on what the product represents.”(Ch. 4. Pg. 90. Creating and Managing Brands). Tophome being an image-influenced brand will emphasise the experience of lifestyle. When consumers enter the store they will be engaged as their senses are stimulated through Tophome’s experience of sight sound and touch. The aim of this experience will be to express the everyday lifestyle of eighteen to twenty-eight year olds by creating simplicity and easy affordable shopping with service at hand as required. Similar to Topshop’s personal stylist Tophome will provide a personal interior designer available at the consumer’s requirement to ensure the customer chooses the correct look for their home. The experience will express the view that it doesn’t have to be chaotic and lavish to furnish a home, as Tophome will make it simple and affordable. To be able to extinguish Tophome form any other brand it will create an image to ensure that it is distinguished from its competitors. It will do this through consistency between the brand, the shop and the website, making it easy and clear for consumers to follow, and at the same time providing the required information through services and expressing the stylish brand image.
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8.3 Marketing the Brand Promotion and advertising will play a key roll in the success of Tophome. In a position to play off of Topshop’s existing customer loyalty, established target market and brand awareness, this puts Tophome at an advantage. It is clear to see that there has been a huge growth in social media alongside marketing areas such as DM (direct marketing), catalogues, comparison sites and online forums. [Appendix 6] To market Tophome direct marketing will be carried out allowing Tophome to communicate their message straight to the consumer. Tophome will advertise by online display ads, fliers, and promotional letters. Additionally a look book catalogue will be distributed to key consumers via post as well as in store. Extensive methods such as mobile messaging, e-mail, interactive websites and social networking sites (Facebook and twitter) will be used. This allows Tophome to address the correct target audience as technology is becoming an influential form of media Tophome will use this to its advantage.
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9. Project Outcome Although Topshop has expanded over the years to become a globally recognised fashion brand its current sales figures do not reflect this. Tophome will aim to improve Topshop and the Arcadia group’s current market situation of reduced profit and the results of shop closures by becoming a globally recognised home ware fashion brand. The future outcome of Tophome is to eventually have an outstanding reputation amongst its top competitors Zara Home and H&M Home, becoming the dominant fashion home ware brand for students and graduates. Tophome will eventually expand further throughout Europe and ultimately similar to its competitor Zara Home have Tophome stand alone in its own individual stores. This will allow for a wider range of furnishings and decorations to be produced and a broader audience to be targeted so that Tophome can become a renowned furnishing brand
10. Conclusion Tophome will offer an alternative for students and middle-aged mothers (full nesters) allowing them to purchase trend infused furnishings at pocket money prices. Following seasonal trends the brand extension will constantly offer a new and intriguing look to flourish the home or bedroom. With the economy feasible for the introduction of a new fashionable furnishing brand, which is affordable for consumers who are looking to spend less in this economical downturn, yet still enjoy the quality and style Tophome is ideal for the high-street market. The SWOT analysis which was carried out [primary research] on Tophome made it clear that the strengths and opportunities are more viable than the weaknesses and threats of the potential Tophome Concept. With the aim of this research project being carried out to justify whether there is a market for the proposed brand extension of Topshop into homeware, the research clearly validates that there is a potential market for Tophome.
Word count Including quotations-4517 Without Quotations-3891 26
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References Within the Text 1Arcadia group, 2011, our history/ Arcadia Group available at: http://www.arcadiagroup.co.uk/about-us/our-history (Accessed 10th October 2011) 2Topshop website, 2011, Topshop’s History, (online) available at: www.topshop.com (Accessed 11th October 2011) 3The Guardian, 2011, What is next for topshop- Yahoo Lifestyle, (online) available at: http://www.guardian.co.uk/business/2011/nov/24/arcadia-retail-slowdown-sir-philip-green (Accessed November 15th 2011) 4This is Money.co.uk, 2011, High street King Sir Philip Green Suffers Profit fall as Topshop and BHS Suffer, (online) available at: http://www.thisismoney.co.uk/money/markets/article-2063586/High-Street- king-Sir-Philip-Greensuffers-profit-fall-Topshop-Bhs-struggle.html (Accessed December 1st 2011) 5Theguardian, 2011, Retail Slowdown hits arcadia stores (online) available at: http://www.guardian.co.uk/business/2011/nov/24/arcadia-retail-slowdown-sir-philip-green (Acessed November 29th 2011) 6This is Money.co.uk, 2011, High street King Sir Philip Green Suffers Profit fall as Topshop and BHS Suffer, (online) available at: http://www.thisismoney.co.uk/money/markets/article-2063586/High-Street-king-Sir-Philip-Greensuffers-profit-fall-Topshop-Bhs-struggle.html (Accessed December 1st 2011) 7Skynews, 2011, Topshop owner to close up to 260 stores, (online) available at: http://news.sky. com/home/business/article/16116719 (Accessed December 1st 2011) 8Creating and managing brands (PDF), chapter 10, 2010,available at: http://www.kellogg.northwestern.edu/faculty/carpente/htm/creatingmanagbrands.pdf (Accessed December 20th 2011 9Furniture today, 2011, Consumer Buying Trends, (online) Available at: http://www.scribd.com/ doc/52877062/Furniture-Today-Consumer-Buying-Trends (Accessed November 28th 2011) 10Furniture today, 2011, Consumer Buying Trends, (online) Available at: http://www.scribd.com/ doc/52877062/Furniture-Today-Consumer-Buying-Trends (Accessed November 28th 2011) 11 IKEA annual sales, 31st August 2010 Yearly summary FY09 &FY10 Ikea Group (PDF), Available at: http://www.ikea.com/ms/en_GB/pdf/Welcome_Inside_2010.pdf (Accessed December 1st 2011) 28
12Intidex, 2011, Intidex Group Home Zara home Launches Online Shop, (online) available at: http:// www.inditex.com/en (Accessed October 12th 2011) 13Intidex, 2011, Intidex group extended press release, (online) available at: http://www.inditex.de/en/shareholders_and_investors/investor_relations/press_releases/extend/00000899 (Accessed November 11th 2011) 14H&M figure, 2010, H&M annual reports part 2, (online) available at: http://about.hm.com/filearea/ corporate/fileobjects/pdf/en/ANNUAL_REPORT_ARCHIVE2010__ITEM_4_1300957865976.pdf (Accessed November 15th 2011) 15H&M figure, 2010, H&M annual reports part 2, (online) available at: http://about.hm.com/filearea/ corporate/fileobjects/pdf/en/ANNUAL_REPORT_ARCHIVE2010__ITEM_4_1300957865976.pdf (Accessed November 15th 2011) 16H&M Press Release, 2010, H&M Fashion (Online) Available at: http://about.hm.com/gb/press/pressreleases/__prfashion.nhtml?pressreleaseid=741 (Accessed October 20th) 17BBC news, 2011, Overseas student numbers rise in the UK, (online) Available at: http://www.bbc.co.uk/news/education-15018449 (Accessed 12th December 2011) 18BBC news, 2011, Overseas student numbers rise in the UK, (online) Available at: http://www.bbc.co.uk/news/education-15018449 (Accessed 12th December 2011) 19UCAS, 2011, Decade ends with record student numbers, (online) available at: http://www.ucas.com/about_us/media_enquiries/media_releases/2010/210110 (Accessed November 28th 2011) 20UCAS, 2011, Decade ends with record student numbers, (online) available at: http://www.ucas.com/about_us/media_enquiries/media_releases/2010/210110 (Accessed November 28th 2011) 21Furniture today, 2011, Consumer Buying Trends, (online) Available at: http://www.scribd.com/ doc/52877062/Furniture-Today-Consumer-Buying-Trends (Accessed November 28th 2011) 22Marketing News, UTalkMarketing, 2011,What Marketers can learn from Topshop’s Makeup Brand extension(online) Available at: Learnhttp://www.utalkmarketing.com/Pages/Article. aspx?ArticleID=17636 (Accessed November 30th 2011) 29
Reference to books within the text Gordon R Foxall, G.R.F, (2005) Understanding consumer choice, 1st edition, Hampshire, Palgrave Macmillen. Marshal Cohen, M.C, (2006) Why Customers Do What They Do, 1st edition, New York The McGrow Hill Companies. Martin Evans, M.E, Ahmad Jamal, A.J, Gordon Foxall, G.F, (2008) Consumer Behavior 2nd edition, Chichester, John Wiley and sons Ltd.
Refrences To Journals Within the Text Creating and managing brands (PDF), chapter 10, 2010,vailable at: http://www.kellogg.northwestern.edu/faculty/carpente/htm/creatingmanagbrands.pdf (Accessed November 28th 2011)
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Picture References Picture 1Zapum photoblog, 2012, Zapum (online) Available at http://zapum.blogspot.com/2003/11/pantones.html (Accessed 1st January 2012) Picture 2Zapum photoblog, 2012, Zapum (online) Available at http://zapum.blogspot.com/2003/11/pantones.html (Accessed 1st January 2012) Picture 3Let me be inspired, 2011, A Hotel Where architecture Meets Fashion/Let Me Be Inspired, Interior Design, Interior Decorating Ideas, Architecture (online) Available at: http://www.letmebeinspired. com/?p=10447 (Accessed 1st January 2012) Picture 4Let me be inspired, 2011, A Hotel Where architecture Meets Fashion/Let Me Be Inspired, Interior Design, Interior Decorating Ideas, Architecture (online) Available at: http://www.letmebeinspired. com/?p=10447 (Accessed 1st January 2012) Picture 5Interiors, 2012, Interiors By Stacey Cohen, Fashion meets the interior design fashion week (online) Available at: 2011http://interiorsbystaceycohen.blogspot.com/2011/03/fashion-meets-interiordesign-fashion.html (Accessed 1st January 2012) Picture 6Interiors, 2012, Interiors By Stacey Cohen, Fashion meets the interior design fashion week (online) Available at: 2011http://interiorsbystaceycohen.blogspot.com/2011/03/fashion-meets-interiordesign-fashion.html (Accessed 1st January 2012) Picture 7Interiors, 2012, Interiors By Stacey Cohen, Fashion meets the interior design fashion week (online) Available at: 2011http://interiorsbystaceycohen.blogspot.com/2011/03/fashion-meets-interiordesign-fashion.html (Accessed 1st January 2012) Picture 8Nitrolicious, 2012, Topshop Soho NYC First Look Inside (online) Available at: http://www.nitrolicious.com/blog/2009/03/31/topshop-soho-first-look-inside/ (Accessed 1st January 2012) Picture 7=9Lockerz blog,2012, Top 10 Locerz Blog (online) Available at: http://blog.lockerz.com/?tag=top-10 (Accessed 1st January 2012) Picture 10Design Boom weblog, 2012, design related news, reviews and previews (online) Available at: andhttp://www.designboom.com/weblog/section.php?SECTION_PK=%26start&start=2660&num_record_tot=7859 (Accessed 1st January 2012)
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Picture Refrences Picture 11Let me be inspired, 2011, A Hotel Where architecture Meets Fashion/Let Me Be Inspired, Interior Design, Interior Decorating Ideas, Architecture (online) Available at: http://www.letmebeinspired. com/?p=10447 (Accessed 1st January 2012) Picture 12Busy Being Fabulous,2012, H&M rocks! (online) Available at: http://busybeingfabulous.typepad. com/busy_being_fabulous/2010/07/hm-home-rocks-.html (Accessed 1st January 2012) Picture 13Busy Being Fabulous,2012, H&M rocks! (online) Available at: http://busybeingfabulous.typepad. com/busy_being_fabulous/2010/07/hm-home-rocks-.html Accessed 1st January 2012) Picture 14DIY.com, 2012, How to cutplastic pendant lamps (online) Available at: http://www.ehow.com/how_6806827_diy_-cut-plastic-pendant-lamps.html (Accessed January 1st 2012 Picture 15Web page FX weekly, 2012,How to speak American and British, (online) Available at: http://www.webpagefx.com/blog/general/how-to-speak-american-and-british/ (Accessed January 1st 2012) Picture 16Let me be inspired, 2011, A Hotel Where architecture Meets Fashion/Let Me Be Inspired, Interior Design, Interior Decorating Ideas, Architecture (online) Available at: http://www.letmebeinspired. com/?p=10447 (Accessed 1st January 2012) Picture 17Let me be inspired, 2011, A Hotel Where architecture Meets Fashion/Let Me Be Inspired, Interior Design, Interior Decorating Ideas, Architecture (online) Available at: http://www.letmebeinspired. com/?p=10447 (Accessed 1st January 2012) Picture 18Let me be inspired, 2011, A Hotel Where architecture Meets Fashion/Let Me Be Inspired, Interior Design, Interior Decorating Ideas, Architecture (online) Available at: http://www.letmebeinspired. com/?p=10447 (Accessed 1st January 2012)
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Additional Reading Journals Amanda Craig, Charles Jones, Martha Nieto, A.C, C.J, M.N, Zara Fashion Follower: Fashion follower industry leader, April 2 2004, pages 5 Charina Montemar Hagglund C.M.H, Autumn Semester 2007, Bachelor’s Thesis, Market orientation as a branding strategy, Department of Business studies, 36 pages Narver, J &Slater, S 1990, The Effect of a Market Orientation on Business Profability, Journal of Marketing, vol. 54, no. 4, pp 20-30 Topshop on top – gaps in Gap: The differences in marketing orientation of two leading fashion retailers 2005, Strategic Direction, Vol. 21 Iss: 2, pp.24 - 26
Websites Arcadia, 2011, Arcadia Group (online) available at: http://www.arcadiagroup.co.uk/about/topshop.html (Accessed 12october 2011) Arcadia group, 2011, our history/ Arcadia Group available at: http://www.arcadiagroup.co.uk/about-us/our-history (Accessed 10th October 2011) BBC business, 2010, BBC News- ZARA owner inditex’s expansion policy, available at: http://www. bbc.co.uk/news/business-11387262 (Accessed November 20th 2011) Direct News, Thursday, 21, Feb 2008, Topshop ‘top’ of e-mail marketing strategies, (online) available at: http://www.directnews.co.uk/news/online-marketing/news-sharing/topshop-top-of-emailmarketing-techniques-$1206277.htm (Accessed 16th October 2011) Guardian, 2011, Retail Slow Down Hits Arcadia Stores, (online) Available at: http://www.guardian. co.uk/business/2011/nov/24/arcadia-retail-slowdown-sir-philip-green (Accessed November 25th 2011) H&M, 2010, H&M homeware, (online) available at: http://about.hm.com/gb/__prfashion. nhtml?pressreleaseid=741 (Accessed 18th October 2011) IKEA, 2011, Student info IKEA, available at: http://www.ikea.com/ms/en_GB/about_ikea/press_ room/student_info.html (Accessed October 12th 2011) Intidex, 2011, Intidex group extended press release, (online) available at: http://www.inditex.de/en/shareholders_and_investors/investor_relations/press_releases/extend/00000899 (Accessed November 11th 2011) Skynews, 2011, Topshop owner to close up to 260 stores, (online) available at: http://news.sky. com/home/business/article/16116719 (Accessed December 1st 2011) 33
Aditional Reading Books Bernard, M. (1996). Fashion and communication. Gordon R Foxall, G.R.F, (2005) Understanding consumer choice, 1st edition, Hampshire, Palgrave Macmillen. Goodrich, K (2003). Design Secrets: Products: 50 Real-Life Projects Uncovered Johan Steebonebo, J.S, 2010, Ella Falgren E.F, The Truth About IKEA: How IKEA Built Its Global Furniture Brand Laurel, B., Lunenfeld, P. (2003). Design research: methods and perspectives. Schmitt, Bernard H. (1999) Experiential marketing. Free pass. Lisa Harris L.H, 2002, Routledge, Marketing the e-business, Business - 355 pages, Page 268, Marketing planning Mark Tungate, M.T, (2008) Fahion Brands Branding Style from Armani to Zara, 2nd edition, Great Britain, MPG books Ltd. Marshal Cohen, M.C, (2006) Why Customers Do What They Do, 1st edition, New York The McGrow Hill Companies. Martin Evans, M.E, Ahmad Jamal, A.J, Gordon Foxall, G.F, (2008) Consumer Behavior 2nd edition, Chichester, John Wiley and sons Ltd. Miller D, M.D. (1996). Material Culture and mass Consumption Judith Griffin, J.G. Penny Collins, P.C, Wear Your Chair: when fashion meets interior design Mono, M., 2002, Branding From Brief To Finished Sollution, 1st edition, Switzerland, Rotovision SA. Paul Baines, P.B, Chris Fill, C.F, Kelly Page, K.P, (2008) Marketing, 1st edition, Oxford, Oxford University Press. Schmitt, Bernd H. (1999) Experiential Marketing. Free Press Shuang Liu, S.L, (2010) Fashion Market and Design Management: How does a high street fashion brand manage its new product development process to meet the demand of a new market
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Apendices Appendix 1 Applicants & Acceptants by Age (All Domiciles)
Appendix 2 Applicants & Acceptants by Gender (All Domiciles)
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Appendix 3 The Implications for multi-channel retailers *Top 10 online Shopping Categories (Home ware 2nd from top with 36%)
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Appendix 4 Reasons to purchase furniture online
Appendix 5 Reasons Not To Purchase Furniture Online
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Appendix 6 Analysing social media as a way of marketing
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Appendix Reference (Appendix 1) UCAS, 2011, Decade ends with record student numbers, (online) available at: http://www.ucas.com/about_us/media_enquiries/media_releases/2010/210110 (Accessed November 28th 2011) (Appendix 2) UCAS, 2011, Decade ends with record student numbers, (online) available at: http://www.ucas.com/about_us/media_enquiries/media_releases/2010/210110 (Accessed November 28th 2011) (Appendix 3) Royalmail.com, 2010, consumer trend awareness report (PDF) Available at: http://www.royalmail. com/sites/default/files/docs/pdf/Delivery_Matters.pdf (accessed December 1st 2011) (Appendix 4) Home Furniture and appliance trends, 2011,consumer Behavior Report (PDF) (online) available at: ttps://mr.pricegrabber.com/september_2006_home_furniture_and_appliance_trends.pdf (Accessed December 1st 2011) (Appendix 5) Home Furniture and appliance trends, 2011,consumer Behavior Report (PDF) (online) available at: https://mr.pricegrabber.com/september_2006_home_furniture_and_appliance_trends.pdf (Accessed December 1st 2011) (Appendix 6) Royalmail.com, 2010, consumer trend awareness report (PDF) Available at: http://www.royalmail.com/sites/default/files/docs/pdf/Delivery_Matters.pdf (accessed December 1st 2011)
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Sophie Stewart