Fashion Management and Marketing 1

Brief from module handbook You will develop an understanding of how to apply these skills and methodologies to a fashion brand, and will demonstrate this through creating a Brand Marketing Report, based on auditing their current positining, whilst advising on what they could improve on, or change in order to re-establish the brand. You will choose from one of the following brands to base your marketing report on; 1. Topshop/Topman 2. Ben Sherman 3. Umbro 4. Victoria’s Secret 5. Abercrombie & Fitch 6. Dolce and Gabanna Using this brand, you will use primary and secondary research, to develop a strategic Brand Marketing Report. Your report must be informed by your market research and should be relevant, insightful and considered, with a comprehensive evaluation of the brands current market condition including any external factors affecting success, competitor analysis and a number of other key considerations. A key part of your brand report will be to produce a creativenst

Christmas / Study Week task Primary research of chosen brand  Different stores (Liverpool and Wigan) Questions Store / Workers 1.  How often do you change window displays? 2. Do you think you are paid a fair wages? 3. How much do you know about where and how the clothes are made? Customers 1.  Would you buy ethical products? 2. Are you aware of how fast fashion impacts the environment? 3. Would you continue to shop if you knew what the workers were being paid? 4. How could the store improve? 5. What are your opinions on the pricing of clothes in store? 6. Do you think Topshop is more or less ethical than other brands? Competitors 1.  What are your opinions on Topshop as a whole? E.g. ethics, pricing   2. Do you think Topshop is more or less ethical than other brands? 3. Are you aware of how fast fashion impacts the environment? Research Ideas 1.  Research on store. E.g. How many floors / sections / workers / etc. 2.

Sustainability Poster Sustainability Topshop have tried to make changes in their brand to become more sustainable and appeal to a wider audience. They have started to recycle more of their clothing including 95% of waste being recycled in UK stores. They have also started to reduce the amount of water and energy that they use in their warehouses, offices and stores. In addition, they are also a member of the Better Cotton Initiative  however, it has been questioned how much of the cotton that is used by Topshop actually comes from this initiative.  To try and become more sustainable, Topshop launched a collection called Topshop Reclaimed which is a whole fashion collection made from spare material that has been discarded from previous pieces and is up-cycled into new garments. Also, their parent company Arcadia Group is a member of the Sustainable Clothing Action Plan. Despite this, Topshop are still a slow developing brand in terms of sustainability and can still be considered