Fashion Management and Marketing 1

After gaining feedback from my formative feedback presentation it was suggested that this would be a good way to see how the sub brand idea would work for Topshop. By creating this it gave me an insight into what the positives and negatives would be of creating this sub brand and what type of impact it would have on Topshop as an overall brand. 

My report initially started out very black and white as I wanted to keep the overall look very simple and to fit in with the logo of Topshop as this would have a prominent feature throughout the report. However, my feedback suggested that I should add some colour throughout to try and soften the overall look and make it look less harsh. Also, by adding more colour it would make it more in tune with the brand, as Topshop is aimed at the younger generation so adding colour would make it seem more fun and youthful.  I originally had just a black and white table for my PESTLE and SWOT Analysis as well as for the customer profile and the marketing mix. However, in order to make this more visually appealing I added colour to the table and used the same colours for all of the tables and the graphs in order to still stick to a theme but make it suit the brand more than black and white.  Also, I initially had the text at size 20,...

For the first six sections of my report, it was suggested I needed to re arrange some of the sections, in particular my executive summary, in order to make the report flow better and ensure I covered all the main points I needed to. To improve my introduction I needed to be more critical of the brand and less descriptive by being more objective. I had a good level of detail in my introduction, but I also needed to include some extra background information to the brand as well.  To improve my macro-economic analysis section I needed to restructure and assess what needed to go in each section of my PESTLE analysis. I moved some of the factors around as they fitted better into different sections. I also added some more visual references to this section in order to make it less text heavy and help display what the PESTLE analysis was demonstrating.  The brand market position was the strongest section of my repo...

Feedback gained from presentation: Good overview of research already carried out Different approach for strategy - sustainability not a common theme for the brand Strong primary research - range of different methods e.g. questionnaires and speaking to people out shopping  Good physical presentation - lots of visuals on screen and not too much text on the slides  Aims and objectives based on presentation:  Carry out a SWOT analysis of the sub brand to see how effective it could be once implemented  Look at specific social media influencers that support sustainability that would help promote the sub brand  Look and consider price points e.g. don't make the new range too expensive or too cheap, try and keep in line with the price points that have been set by Topshop for their other lines 

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.