Fashion Management and Marketing 1

I have focused on the main high street competitors of Topshop for this mood board rather than their online competitors. These are the main competitors of Topshop as they too are having to compete with the rise of online retailers. River Island, Zara and H & M are the ones I chose to focus on as they are similar brands and sell similar products.  In terms of the brands current market position I focused on this through the types of products they sell and how this is perceived by their consumer. Topshop sell a range of different things from basics to high end suggesting they want to fit into a number of different spaces within the fashion market that will allow them to appeal to a large overall audience.  The references I have chosen reflect the main competitors and the different ranges the brand sells that place them in certain places within the fashion market. I have tried to present the idea that they fit into both high end retail and the cheaper side of high street ...

Some of Topshop's main competitors include River Island, H & M, New Look and Zara. Many of these brands offer a similar price range to Topshop but have other aspects within their brand that makes them more appealing to the consumer.  River Island, H & M, New Look and Zara all offer a children's range which could attract a larger consumer base. Topshop do not offer this which could be a reason as to why they are not as successful as it's competitors.  Like Topshop, it's competitors are starting to lose sales to online retailers that are making cheaper clothes at more affordable prices that mean you don't even need to leave the house to get them, making them more accessible to people. These online retailers are now seen as more of a threat to traditional bricks and mortar retailers like Topshop because of the accessibility of them. Research suggests the younger generation are more likely to shop online than in store because this is the world they hav...

This survey was all about social media and the different accounts people follow. I also asked about how social media plays a role in people's shopping habits as well as the role of influencers to see how much of an impact they have on what people choose to buy. In order to gain responses to the questions I put this survey on my Instagram account and on my Facebook page to try and gain a variety of results. By putting it on both it allowed me to get a different demographic of results than if I had just put it on one.  This survey was mostly answered by 18-24 year olds which could be because it was placed on my social media accounts and this is my personal demographic. It could also because the nature of the survey is social media and this is the generation who have grown up with social media so they are likely to be the most active on it and use it as a way to do their shopping much more than the older generations....

I monitored the social media accounts of Topshop, River Island, H & M, New Look and Zara over the course of a week to gain an understanding of the levels of engagement on each page. I mainly focused on Instagram and looked at the amount of followers each brand had and compared this to the number of likes they are getting on each of the images.  All of the retailers also use Instagram Stories as a way to try and boost their engagement and get more likes and views on their posts.  Topshop Topshop post on average three times a day, usually in the morning, afternoon and evening to try and get the most engagement. Their likes compared to their followers is a lot less, as the last three posts only got 18k, 10.5k and 73.6k likes compared with their 9.6 million followers. The combination of videos makes the page seem more engaging and interactive and the most recent videos have 63k and 10.6k views, which is still a low amount compared with their follower count. The ...

I posted a survey on both my Instagram Story and on my Facebook feed to try and gather as many responses as possible. Putting it on both allowed me to get more of a range of results as it is able to reach different people on each platform. I collated the results after 24 hours. I'd asked nine questions and I got 33 responses to the questions relating to how social media has an effect on Topshop.  1.  2.  3.  4.  5.  6.  7.  8.  9.