Proposed Consumer Demographics Mood Board

For this sub brand I wanted the target consumer demographics to be very similar to that of the current Topshop. This is because in order to make the sub brand a success it would have to appeal to the customers Topshop already has in order to not alienate them and see a decrease in sales even more. I also want the sub brand to attract new consumers who may not have shopped at Topshop previously due to fast fashion.

I have chosen images that represent a number of different age groups as by introducing a sub brand that targets helping the environment it may get more interest from the older generation and therefore make them want to shop at Topshop. Also, this new sub brand would feature timeless and classic items of clothing that may also appeal more to the older generation than some of Topshop's previous ranges that were not aimed at them.

Much of the younger generation would still be the target demographic of this new brand as they have often stated how much fast fashion needs to end and more sustainable lines need to become available instead. Social media posts on Twitter have shown this and suggested that they would be interested in this idea from brands such as Topshop who are known for their fast fashion and their contribution poor environmental conditions from wasting their products each year.