Fashion Management and Marketing 1

From 2014 to 2017 Topshop saw a huge decline in revenue and profit suggesting that Topshop has been a poor performing brand for a number of years.  In 2014 the brands revenue started off at £999.3m, but by 2017 it had decreased to £933.6m suggesting that the brand is struggling to sell the same number of products they had previously been selling. This linked with the fact that the amount Topshop is spending on products has increased from £781.3m in 2014 to £821.1m in 2017 which could be a contributing factor to why the amount of revenue they have made in recent years has declined.  The gross profit margin has declined by 10% in 3 years due to a number of different factors. Some of these factors include the rise in online retailers who make cheaper and more affordable versions of the same products, the growth in knowledge of fast fashion making consumers become more conscious of what they buy and how it can have an impact on the environment as well as the recent bad publicity the

As a group of people looking at Topshop for the brand for their brand strategy report we all shared this survey on our social media pages to get a range of responses to help get a better understanding of the brand. We asked a range of different questions based on different aspects of the brand we would need to learn about for the report. We asked about the price points and if consumers thought they were an accurate representation of the quality they were getting. We also asked if customers wanted a more sustainable line in store based on learning about the way workers who make some of the current ranges are treated. 

As a whole I believe this project was successful and I have managed to generate a brand strategy report that looks at the reasons behind why Topshop as a brand is no longer doing as well as it used to and have thought up a plausible strategy that would be able to help this.   What went well: I was able to get a better knowledge of the marketing side of brands  It enabled me to look deeper into brands than what is on the surface I got a better understanding of what makes a successful brand I looked deeper into Topshop as a brand and was able to see it from different perspectives e.g. consumers, competitors, people who don't shop there, people who do not like the brand etc. I generated a new strategy that would help Topshop become a more successful brand and stop their decline in sales I was able to justify why this would be successful SWOT analysis of this idea to see if it would fit in with Topshop as an already established brand  I developed my adobe skill set from

For my brand positioning map have chosen to focus on the quality and the prices of the products sold at each of the stores. I have tried to choose a range of retailers who all sell clothes but each charge different prices and have a different quality of product.  For example, Marks and Spencer's are seen to have a high quality of products and charge a premium price for them. They are able to do this because their quality of products does match the price and it is affordable for their target demographic. Also, Primark is seen to do very low quality clothes and therefore is only able to charge a low price for all of their products otherwise people would not buy them.  This is successful for them as a brand as many of their customers are very young and are not seen to brand loyal so do not feel the need to keep hold of their clothes for a long period of time and therefore can throw them away once they have been worn once to twice.  Topshop falls higher up in terms of both qua

I have generated a mock up of what the new sub brand (Revive and Wear) Instagram feed would look like. I have chosen a selection of image ranging from sustainable clothes to how fast fashion can have an impact on the environment.  The sub brands instagram would focus on both promoting and advertising the brand by showing new items from the collection as well as influencers and celebrities wearing them. It would also show the impact go fast fashion on the environment as a way to encourage people to buy less fast fashion and make a more conscious effort to think about the environment when they are purchasing their clothes.  This instagram account would be one of the most successful ways of promoting the brand as now many of Topshop's consumers are part of the 'Instagram generation' and would therefore be more likely to respond to this new brand through social media than through a more traditional method of advertising. Even though the new sub brand is still part of T

After gaining feedback from my formative feedback presentation it was suggested that this would be a good way to see how the sub brand idea would work for Topshop. By creating this it gave me an insight into what the positives and negatives would be of creating this sub brand and what type of impact it would have on Topshop as an overall brand.