Fashion Management and Marketing 1

In order for Topshop to make the new sub brand a success for them, they would need to advertise it and communicate with their consumers in a number of different ways.  For example, I have created a mock up of what their instagram feed may look like. I have created a separate one from the main Topshop account as it would ensure that it was completely dedicated to the new brand to help it become a success. As well as social media, influencers who are already established within the sustainable fashion world would help promote this brand as they would already have the following of people who have an interest in sustainable fashion and would want to go and shop at this brand.  Traditional means of advertising such as magazines would also be a successful way of communicating as they would reach a wide audience and be able to be seen alongside their competitors in a different way than just online. 

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...

For my proposed market position and competitors I have focused manly on the new competitors for the sub brand as the market position of Topshop would not change drastically by introducing a new sustainable sub brand.  The main competitors for the new sub brand would be those that already focus on sustainable clothing. In order for Topshop's new sub brand to be a success it would have to follow some the same steps as these brands. It would also have to heavily promote the fact that they are selling something sustainable as they have been known to be a brand that only sells fast fashion clothing. 

Topshop as a brand currently use a number of different strategies to communicate with their consumers and promote their brand. For this mood board I wanted to focus on some of the most successful ones and how they work. As we are now living in a digital age, some of the best ways Topshop communicate with consumers and promote their brand is through social media and in particular Instagram. They use influencers to widely spread their new collections and products, as well as posts on a range of social media including YouTube. I have also focused on some of their more traditional methods of communication with their consumers including billboards and taxi and bus advertising that are seen by more than just people who choose to follow the brand on social media and are a way for Topshop to try and get new consumers.  The traditional ways of advertising are equally as successful as the more techn...

My research, both primary and secondary, suggested that Topshop's target demographic was young women and girls aged between 15-30. I wanted to capture this profile within my mood board so I started to build a customer profile of the types of things this particular demographic have interests in.  For example, some of the things they do have interests in that makes them want to shop at Topshop are: Social media Fast fashion - no brand loyalty like the older generation  Online shopping Fashion focused - conscious of keeping up with new trends Style on a budget - high street replicas of designer brands In order to generate this profile in a mood board I focused on the main areas including social media and being fashion focused on a budget. Topshop have an app and a website that allows for online shopping which appeals to their target demographic as well as the option to shop from social media posts on ...

I have focused on the main high street competitors of Topshop for this mood board rather than their online competitors. These are the main competitors of Topshop as they too are having to compete with the rise of online retailers. River Island, Zara and H & M are the ones I chose to focus on as they are similar brands and sell similar products.  In terms of the brands current market position I focused on this through the types of products they sell and how this is perceived by their consumer. Topshop sell a range of different things from basics to high end suggesting they want to fit into a number of different spaces within the fashion market that will allow them to appeal to a large overall audience.  The references I have chosen reflect the main competitors and the different ranges the brand sells that place them in certain places within the fashion market. I have tried to present the idea that they fit into both high end retail and the cheaper side of high street ...

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.