-TOPSHOPBRAND MARKET REPORT
Contents
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EXECUTIVE SUMMARY
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INTRO TO THE BRAND
MACRO ECONOMIC ANALYSIS
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COMPETITORS
CONSUMER DEMOGRAPHIC
PRODUCT SELECTION
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BRAND MARKET POSITION
SOCIAL MEDIA AND INFLUENCER MARKETING
MARKETING MIX
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PROPOSED STRATEGY
BIBLIOGRAPHY
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Executive Summary This is a brand market report analysing the strategies of high street brand Topshop. Founded in 1964 as a range inside the brand Burton, Topshop has successfully seen its way through many decades and trends being known as a household name of the High Street. This report analyses the market strategies and tactics used by the brand to keep up such a big name, including the successful and unsuccessful. Using Micro analysis and SWOT and PESTEL reports mixed with conducted primary and secondary research Topshop’s decline in popularity due to an ever growing digital age will be explored. From a mintel report about online purchases 14% of 1008 women chose to buy from New Look, 16% chose Asos and other online retailers and only 3% chose Topshop. Looking at market strategies and the trends of similar high street and online brands recommendations for improvement of the brands visual identity and market placement will be comminiccated.
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Intro To The Brand
Founded in 1964 as an extension to the fashion brand Peter Robinson aimed to be a brand for “The young and different generation�, Topshop had a whirlwind first few years, starting with departments in the Sheffield and Oxford Street Peter Robinson stores, it only took 9 years until Topshop \completely split off from Peter Robinson, in 1973, which would be for 25+ women and Topshop would then be exclusively aimed at 13-25 year olds. In 2 years it had 55 stand alone branches across the UK, bringing in a third of Burtons profits by 1978. It is known nowadays that Topshop creates collaborations with celebrities and brands, these started back in 1994 when they created a range with Red or Dead, followed by many more successful collaborations including Ivy park in 2016 and collaboration with designer Mary Katrantzou in 2012 both of these being sell out ranges on release and most recently a party wear collaboration in November of 2018 with designer Michael Halpern.
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This report will question whether Topshop is too set in its old ways in which it grew its success, but now being overshadowed by the digital age and the take over of online retail. The brand needs to adapt to the new age of shopping in order to take over the current market in as much of a successful manner as they did in early years, if not there is danger of it blending into the background behind new exciting, sustainable fashion brands. Primary research was conducted in the form of surveys and questionnaires as well as market research both primary and secondary to find out if Topshop is going wrong in the current market and what it can do to regain the industry, this could be by adapting to the strategies of emerging brands or bringing back old or new collaborations while thinking ethically and sustainably in today’s fragile climate.
Topshop has thrived for many years, being successful for its ever popular range of jeans and its ever growing multitude of unique clothing finds, however a number of events in recent years have seen a decline in sales and consumer reach. This decline is not only coming from a wider range of brands both in store and online emerging in recent years but also from actions that happen behind the scenes. Topshop has seen a number of scandals in its time from tax avoidance to labour crisis’ linked to a few big name ranges, it is no wonder it is losing some of its loyal customers to newer brands who offer an easier shopping experience with no second hand guilt linked to buying from them.
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Competitors THEMARKET
In the current market Topshop has seen a decline in customer loyalty, due to the increase in social media market and the increase in trend following. Many of Topshop’s competitors use a similar business strategy, fast fashion following trends, however being one of the more expensive retailers in its market Topshop looses out to those brands who offer the same products for smaller prices, yet not being acknowlegded in the higher end market, it sits in between function and longevity in terms of the products it offers, in a market where consumers either need something fast and disposable or long lasting and durable, Topshop offers both of these, however people look more to cheaper brands such as high street brand H&M or online competitors such as PLT for disposable fashion, or looking to higher end brands such as Chanel for durability.
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Consumer Demographic
WHO
Topshop’s current consumer demographic ideally for the brand consists of 16-30 year olds with an increase of 25-30 year olds in recent years according to a mintel report, they sell to the fashion forward type looking to follow trends but who also enjoys putting their own unique spin on outfits. Their demographic is in the thick of the digital age, being influenced by celebrity and blogger lifestyles, yearning to be like the women they see on their screens. The digital presence of the consumer means the brand must adapt to their needs, social media is a big place with trends and styles going round constantly, this is why Topshop offers 3 different lines, Mainline, Boutique and Unique each of these are aimed at a different part of the target market, with the Boutique line being more focussed towards 25-34s after the recent increase in this demographic, whose style would be more sophisticated, and the unique line intended to create fashion not follow trends catering to the more fashion savvy side of the demographic. The majority of the demographic comes from big cities or large towns, giving Topshop the opportunity to promote the big city lifestyle within their clothes, it was found in a study conducted by Mintel that the majority of shoppers spend up to £50 on each shopping trip coming away with 1-3 items on average, showing their demographic comes mainly from medium to lower income backgrounds hence why they offer regular sales and student discount, they see the needs of their consumers. They use consumer segmentation throughout their stores based on location, for instance they think about the specific needs of customers based on where they live to try get the most out of the market. This even stretches as far as the size of the store, a store in London or Manchester would be a lot bigger than a store in much smaller cities like Wakefield or places less populated like Cornwall. They use segmentation to promote the right products for the needs of an area, a place such as Edinburgh, known for being colder would get stocked more with outerwear and warm clothing, also the advertising around the city and on the social media of those in that area would be more tailored to that kind of city lifestyle rather than big city life. Another example that shows they know their demographic is seeing what items sell well in different locations, so in places that are known to have more edgy styles these would get stocked more with the unique line whereas in places that tend to sell more trend following styles marketing and stores in these locations would be more trend based, which is the purpose of mainline.
WHERE
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Product Selection The retailer offers choices to men and women having the Topshop branch aimed at women and the branch Topman more aimed towards men, the brand does not offer a children’s collection. Focussing on Topshop there is a wide range of product selection, the brand is known for its good quality in both manufacturing and materials used which is why the price is sometimes a bit higher than other retailers such as New look and H&M. They offer products from clothing, beauty products and make up, accessories, llingerie and nightwear to name a few, however their most popular and repeat purchased items are their jeans, denim and outerwear, although these can be some of their higher priced items with full price jeans starting at £30 and being an average of around £41 per pair, according to pricing on their website, these are some of the biggest ranges available in topshop with hundreds of items available in each category at one time, currently on their website there is 536 results when you search for jeans including half sizes due to the high demand for a bigger selection. They understand people are loyal to these products as they offer such good quality, hence being best sellers, people know the quality they are going to receive so don’t mind paying a bit more than they would at other high street competitors for something they know will last. Whereas other items can be overpriced for what the item is which is where they might lose out on sales to other brands. For example the cheapest full price plain white t-shirt on Topshop’s website sells for £10 however the same style product on New Look’s website sells cheapest for £6.99 full price.
Topshop also offers a range of concessions within their stores, these concessions differ from store to store based on location and the size of the store, for example in the Oxford Street store there is a much wider range of concessions, including Gypsy Shrine, SKinny Dip and even a cupcake bar, whereas in the White rose, Leeds store the only concession they carry is the eyelash brand Doll Lashes. The size of each concession stand changes depending on the time of year and on current trends, you would not see a big concession for Gypsy Shrine over autumn and winter, it would consist of one stand or even just the end of a stand in some stores, however in summer and spring leading up to festival season you would see a massive increase in the sale of body glitter and gems, hence why Topshop displays this brand over a full section or stand, in scale to the size of the rest of the store to ensure the brand is seen by customers even if they aren’t looking for it and to increase sales to footfall ratio for this type of concession.
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Social Media and Influencer Marketing CURRENTMARKETING Topshop’s current marketing on social media can be seen as basic, an Instagram poll was conducted about Topshop’s advertising on social media and out of those who voted that they see Topshop advertising regularly 81% said they agreed that the style was basic and 72% saying preferred Pretty Little Thing’s style which is a lot more graphic, bright and eye catching. Another observation about Topshop’s social media marketing is that since February 2018 there have been at least 15 different aesthetic changes on their instagram feed, almost as if they can’t decide what they want the brands image to look like to its consumers so they’re trailing out different styles, which isn’t a very professional method for such a big brand. A lot of Topshop’s competitors interact with consumers through social media, in the form of giveaways and competitions, also reposting and sharing pictures of the consumers in the clothing, Topshop could interact by doing similar, posting customer photos on their stories or feed and conducting polls on instagram about favourite items for example, just as a way to have a relationship with followers, they could even do a poll as to which aesthetic consumers respond to more. Topshop repost influencers and bloggers photos but they always seem to pick out the same time of girl with the same aesthetic to their blogs and the pictures they post, Topshop loves to promote the big city lifestyle through blogger repost’s, whereas others show more real women, such as Pretty Little Thing and River Island.
NEWCAMPAIGNS
Topshop is not known for its inclusivity, in fact usually the opposite, however they have recently launched a new campaign for their jeans called ‘Fit in Stand out’ in which they are using a bigger range of models than previously, including models who would be classed as more plus size than average, a rare move for the brand that likes to promote the supermodel look. They have also just launched a type of video advertising called ‘Topshop Tv’ which I think is a way for them to try and interact more with their online audience, both of these campaigns are featured on the brands Youtube page. However it does seem to be a bit of a copycat of the style of Vogue’s 73 questions series, but ‘Topshop Tv’ is solely focussed on the aforementioned super model look girls, using the models that cause controversy and don’t spread appreciation for diversity and making them seem relatable, they could look into also using different people in
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Marketing Mix INSTORE
The brand is clever with what they display and when, changing displays based on season and current events much like all high street stores, however speaking to store employees, in the Rugby store, it was found that they will change the window and instore displays based on the weather, this means the displays could change twice in a week, if it has been sunny but then rains for a few days they will move outerwear and raincoats to the window displays, they focus on the needs of the customers at certain times to try upsell and increase profit. As well as changing the products displayed the store will take images from current campaigns and display them alongside the items in store, effective in creating an impact for the clothes and showing how they can be styled.
MEDIA
Topshop adverts appear on most forms of social media; facebook, instagram, youtube and various others, they use both images and video clips in their ads, all usually following the same style outline at a time however like their social media, this style changes constantly. They will show ads before youtube videos, pop ups on social media and cookies based ads, however from a poll conducted on social media it was found that not everyone sees advertising for Topshop on their social media 38% said they do not see advertising for the brand. The brand relies a lot on cookies and promotes themselves to people who already shop there or follow them rather than people who don’t follow or search the brand at all which is a downfall of advertising, however instead of promoting themselves to a new audience they are attracting their current consumers to new ranges and products, if this is the way the brand would rather promote themselves more consistency needs to be shown through ads as you could put two of the styles used next to each other and think they were from two different brands, for example a campaign in November 2018 for party season looked as if it was shot on a portrait camera, a bit more of an edgy look to it, however their most recent campaign for jeans is shot in a very basic way.
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As well as the usual forms of advertising brands use, such as billboards and street ads, Topshop has tried its hand in Virtual Reality Advertising, basing these advertising experiments in the flagship Oxford Street store they first tried this out in 2014 when they gave shoppers the chance to experience their London Fashion Week show through VR in store, giving shoppers the opportunity to view the show and backstage in a 360 view. The VR idea was later brought back in 2017 in an attempt to promote the start of summer they created a VR waterslide experience through Oxford Street for shoppers which included ‘Exclusive Topshop surprises along the way’ alongside this successful interactive advertising which was available for eleven days they also had pop up ice cream concessions and allegedly the smell of sun cream was pumped into the store. This was a successful campaign and brought a lot of attention to the brand online with social media going crazy over virtual reality on the high street.
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Proposed Strategy
WEBSITE
There is a few proposals that can be taken from this research for how the brand can improve their business capacity as a whole, the main focus for the proposal is online presence and creating a broader reach online and physically through social media and the brands presence in the digital age. Online stores really have a tight grip on the fashion industry at the moment, with fast fashion being the most popular it’s ever been. There is often worry with buying online that the product might not fit or be what it says, stores such as missguided get around this barrier that comes with online retail by including video footage of the models showing how the item moves with the body alongside pictures, this takes away some of the worry that the product might not be what you think. Topshop could benefit from having a feature like this on their website as more and more people in this age turn to online shopping rather than going to their local high street, 19% asked in a Mintel report said they strongly agree that it is more convenient to online shop and 30% agreed, and although Topshop has the option to try the clothes on in store those who would rather shop from home might take more comfort in being able to see the product more clearly, with Topshop not offering this feature shoppers might search for a different URL to for more assurance. This could be a beneficial addition to the website as Topshop is a secure brand and is known for its great quality clothes, something a lot of its online only competitors sometimes struggle with, adding this could tip Topshop’s online shop over the edge of competitors in this aspect as shoppers would know they are getting quality with the Topshop label and also know exactly what they are ordering. As well as thinking from a business perspective with these proposals there is also the environment to consider, Topshop has never had a predominantly sustainable business plan being a mainly fast fashion brand, however they have made a few attempts over the years to be more environmentally conscious from reducing waste and water usage in stores to their ‘Reclaim to Wear’ range which ended in 2014. It is proposed to bring back a similar scheme, Topshop has endless sales however not every item is guaranteed to be sold hence turn into waste products, 85% of Textile waste gets sent to landfill according to The Business of Fashion and with some micro fibres in clothing is not biodegradable meaning this waste has a permanent effect on the environment. The brand could take this waste and use it to create a whole new range of clothing, this could bring in a new audience to topshop as well as benefiting the environment, those who choose to only shopsecond hand or at more ethically focussed brands would be considered by this range, 32% of people asked in a survey made comments saying they think ethically when shopping or chose to shop in charity and vintage shops for sustainability. This ange could bring in this audience increasing footfall in stores, this will also benefit the brand reducing the costs of labour and manufacturing of new materials as this step is cut out when the fabrics are already created, meaning the range could be sold at a lower price while still bringing in a decent profit for the company.
ENVIRONMENT
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COLLABORATIONS
Collaborations have been done many times before where a high end brand creates a range with a high street brand, usually being sell out ranges, Luxury Brand Moncler used collaborations with designers and other high end brands to grow its success, the brand was already a successful name collaborating with big names in the past such as Pharrell Williams, however they launched a new quick pace business plan called ‘Genius’ in which they let designers loose to design whatever they choose with the rough outline of their iconic puffer jacket, set to bring out 8 launches each year by different designers each time, their collaboration with valentino last year being popular for both brands. With Topshop still being one of the leading high street names in its demographic this would be a great business move in terms of profit and audience reach, collaborating with a brand such as Burberry or Valentino would bring the brand to a higher end audience, making those who might usually only shop high end more aware of the brand and create a new branch of consumer, this collab also giving those who shop regularly at Topshop and might not usually be able to afford high end of luxury brands the chance to own something with a high end label, this desire to own something with a luxury name attached could bring in a lot of attention to the range and also bring attention back to Topshop with the media acknowledgment this would bring.
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SOCIALMEDIA
Through research and from just generally comparing Topshop to its competitors, the brand needs to re think and create a more secure aesthetic on the internet. Action needs to be taken, not a complete rebrand as the brand is clearly successful to be where it is, but just have a more clear view of the way they want to be perceived, rather than changing the look every month or even just going too plain and simple which has been the case in the past. They need to pick up on something eye catching as a constant throughout advertising and promotion, such as a constant colour scheme, or a recurring visual. A proposition of a few example ideas for their instagram have been included, showing the range through the four seasons of the year. Having a constant theme or colour is shown to be an effective social media marketing strategy shown by Pretty Little Thing using pink and the visual of money, and through urban outfitters using a retro vibe to its visuals, Topshop needs something people associate with its name rather than just being a clothes shop, they need a more clear image, which through this proposal suggests will come through social media. Another aspect of this proposal is changing the content they post, as shown they clearly have a favourite type of model and lifestyle they want to promote, which is a good business plan to have in mind the type of customer you want, for them city lifestyle is successful to a point, however using the same almost carbon copy models and influencers to promote themselves makes people who don’t fit into that category feel as though this big city life they promote is unreachable because they don’t see people who may be bigger or from a different race or even people with different abilities, they create the image of perfection through skinny models, stone buildings and perfect lattes. Taking initiative and using a broader range of models creates a feel of inclusivity for the brand, growing the audience reach and maybe keeping some customers who may feel the need to look to brands who promote body positivity and self love from straying and seeing that Topshop can be an inclusive brand despite controversy in the past with models and mannequins used. High street competitor River Island has taken big steps to inclusivity being the first high street brand to use models with disabilities such as down syndrome throughout their advertising and in store visuals. Online competitor Pretty Little Thing have also taken initiative in this area, recently launching the campaign #everyBODYinPLT in which they hope to promote ‘Girl Power’ and show support for females in all aspects of life, the campaign is meant to promote female strength and positivity, the campaign includes models with alopecia, cancer survivors, hijab wearing women, women in wheelchairs and even transgender models, all banding together to promote female self love and support of international Women’s day.
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WINTER
-Gold and blue theme - Simiar imagery in each, each image has a wamr winter like vibe ude to the backgorund choice and repetitions of gold shimmer. - Inclusion of African American model
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SPRING
- Repeated use of flower imagery - Colour palletes that mimic bright flowers, much like appear in spring - Imagery other than photos of clothing have been used, quotes and other images can help add to the chosen theme, keeping up with aesthetic and the contents of the imagery - The inclusion of plus size models
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SUMMER
- A fresh looking theme is brought through with water imagery and white shades. -Asian and plus models are used alonside the normal stytle of model, keeping wiht what the brand know but adding a more inclusive side. - Images by normal cusotmers used rather than just blogger images
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AUTUMN
-Autumnal colours used in each image create a warm feel to the feed, each image relates to the other - Leaves are used as a constant throughout - Different styles of composition put together on one page shows more thought out layout
All original images were taken from Topshop’s instagram in the middle of each season
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