Fashion Management and Marketing 1

From 2014 to 2017 Topshop saw a huge decline in revenue and profit suggesting that Topshop has been a poor performing brand for a number of years.  In 2014 the brands revenue started off at £999.3m, but by 2017 it had decreased to £933.6m suggesting that the brand is struggling to sell the same number of products they had previously been selling. This linked with the fact that the amount Topshop is spending on products has increased from £781.3m in 2014 to £821.1m in 2017 which could be a contributing factor to why the amount of revenue they have made in recent years has declined.  The gross profit margin has declined by 10% in 3 years due to a number of different factors. Some of these factors include the rise in online retailers who make cheaper and more affordable versions of the same products, the growth in knowledge of fast fashion making consumers become more conscious of what they buy and how it can have an impact on t...

As a group of people looking at Topshop for the brand for their brand strategy report we all shared this survey on our social media pages to get a range of responses to help get a better understanding of the brand. We asked a range of different questions based on different aspects of the brand we would need to learn about for the report. We asked about the price points and if consumers thought they were an accurate representation of the quality they were getting. We also asked if customers wanted a more sustainable line in store based on learning about the way workers who make some of the current ranges are treated. 

For my brand positioning map have chosen to focus on the quality and the prices of the products sold at each of the stores. I have tried to choose a range of retailers who all sell clothes but each charge different prices and have a different quality of product.  For example, Marks and Spencer's are seen to have a high quality of products and charge a premium price for them. They are able to do this because their quality of products does match the price and it is affordable for their target demographic. Also, Primark is seen to do very low quality clothes and therefore is only able to charge a low price for all of their products otherwise people would not buy them.  This is successful for them as a brand as many of their customers are very young and are not seen to brand loyal so do not feel the need to keep hold of their clothes for a long period of time and therefore can throw them away once they have been worn once to twice....