Fashion Management and Marketing 1

This is the mood board for my proposed brand market positioning and competitors. I have included the possible competitors for a brand that has a sustainable sub brand of clothing.  Some of the feedback I was given about this mood board was that instead of putting the logos of the competitors on it, in would need to give more of an idea of what my recommendations are. I would have to include some of the possible clothes that would be featured in the sub brand. With the competitors I would just be able to list them in my report and talk about them that way instead of the logos featuring in the mood boards. 

Strengths  Stores nationwide which all generate high levels of footfall - there is a Topshop store on almost every British high street Heavy and effective social media presence - they are very active on Instagram posting three times a day as well as using Instagram stories to generate more attention in between posts - they post the same content on Twitter and Facebook also to reach people who do not have Instagram Enjoyable in store experience - there is more than just being able to browse at the clothes available in many of the larger store - nail bars, hair salons, personal shopping experiences etc.  Celebrity collaborations - recent ones include Beyonce's Ivy Park line and Kate Moss' collection - used to drive sales when clothes are linked with a celebrity the public look up to Part of Arcadia Group - large company with over 2800 stores, but Wass bought for £850 million in 2002 by Sir Philip Green and his wife Places where there are not main stores there are often con

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. 

To gain primary research I went to the Topshop store in Liverpool One. I conducted a series of small interviews with shoppers as they were walking in and out of the store. I wanted to gain their opinions on the ethnicity and sustainability of the brand and see how much of an understanding they had on the idea of fast fashion.  I asked a total of 30 people of a range of different ages. I got the most responses from the 26-35 age bracket and the least responses from the 46-55 and the 56+ age bracket. The research suggests that the most frequent shoppers at Topshop are a younger demographic.  The number of people who fell under each age bracket were: under 18 - 6 18-25 - 6 26-35 - 10  36-45 - 3 46-55 - 2 56+ - 2 To gain a more well rounded view of the main demographic of Topshop and Topman I asked people their gender almost al of the people I talked to were female with only a small percentage were male which suggests that Topshop is more popular than Topman.  I spoke to