Topshop SWOT Analysis

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 concessions inside larger department stores - Selfridges and House of Fraser have housed the smaller concessions and sold the most popular items from the main stores
• there is a range of different brands available within the store - Skinny Dip often has a stand selling their items ad well as more recently Gyspy Shrine have started selling their products within Topshop
• More than just clothes available to buy - Topshop has recently started to sell make up since the beauty and fashion sectors have started to become more like one 

Weaknesses 

• Recent bad publicity - Sir Philip Green has been accused on sexism and racism and as a result Beyonce has removed her 50% share of Ivy Park with Topshop and now solely owns it 
• Some prices do not match the quality of their products - not all of their products are to a high quality and therefore are often seen as too expensive e.g. their jeans are seen to be at premium price for something that often rip or lose their colour after being watched a few times
• The main demographic is the younger generation (mainly 16-30) and not many of their products are aimed at or are suitable or appropriate for the older generation and they are therefore losing out on that customer demographic
• Minimal TV adverts which means people that don't use social media on a regular basis are less likely to see any new products or new ranges that come out as quickly as on social media - another reason that the demographic is not the older generation 
• Lack of sustainable and ethical ranges seen in store - recent rise in the number of people campaigning for less plastic to be use and less cotton to be used to make clothes as it ruins water supplies around the world and takes millions of years for one pair of jeans to decompose 

Opportunities 

• Make more sustainable ranges which would entice more people who have a real passion for the environment to shop their as they would not be having as big an impact on the environment - primary research I carried out suggested almost everyone that I asked would like to see more sustainable and ethical ranges in Topshop
• More collaborations with celebrities and influencers as a way of advertising their brand and encouraging more people to want to shop there 
• Create a homeware range that would help entice a new demographic as the older generation would be more inclined to purchase the homeware as this would be more appropriate for them - it would also still appeal to the current demographic of a younger generation

Threats

• Online retailers such as ASOS, Missguided and Boohoo etc. have taken over as they are a cheaper retailer but it is still possible to get the same type of clothing - it often comes much quicker than if you order from the Topshop website and means you do not have to go into a store
• There are many cheaper alternatives around that sell similar products at the same quality but for a cheaper price e.g. New Look and H & M
• Stores such  as River Island offer a similar price range as Topshop but also offer a more basic range and cheaper price points that make people more likely to want to shop their when they can get similar items for a cheaper price
• Risning knowledge and awareness of fast fashion and how this has an impact on the environment. People are becoming more conscious of this and are starting to stop buying from stores that offer fast fashion and instead investing in life long pieces