Fashion Management and Marketing 1

Topshop brand strategy report which discusses Topshop as a whole and why they are seen as a poor performing brand that has seen their sales drop in recent years. It will also discuss my recommendations as to how the brand could be improved and increase the number of sales. It focuses on sustainability and how by introducing a sustainable sub brand to Topshop it could help increase their consumer base and make them become more successful by helping combat the idea of fast fashion.

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...

What is your opinion on Topshop's pricing points?  Which of the following products have you purchased from Topshop? Do the prices have an impact on whether you buy from Topshop? Are you more likely to shop at Topshop if there is a sale on? The results from this survey were used in the product selection part of my report and helped form opinions on how successful the brand is doing based on what they are selling. This survey suggested that the prices do have a major impact on what people will buy from Topshop and how often they will shop there. It gave a clear indication that many people wait until there is a sale on before they choose to shop there. However, it wad also suggested that it depends on the products if they are too expensive or not. This could be down to the different ranges and sub brands offered within Topshop which sometimes offer different price points. As Topshop offer a number o...

Baker, R (2013 January 30) Topshop ramps up marketing content Retrieved from  https://www.marketingweek.com/2013/01/30/topshop-ramps-up-content-marketing/ [last accessed 11 January 2019] Bearne, S (2015 February 15) Topshop taps into real time Twitter so consumers can shop London fashion week trends Retrived from    https ://www.campaignlive.co.uk/article/topshop-taps-real-time-twitter-so-customers-shop-london-fashion-week-trends/1334285 [last accessed 6 February 2019]  Boohoo remain in fashion as sales surge (2019 January 15)  Retrieved from https://www.bbc.co.uk/news/business-46874367 [last accessed 12 January 2019] Bramley, E (2017 June 7) Why Topshop is falling out of fashion with the Instagram generation  Retrieved from  https://www.theguardian.com/business/2017/jun/07/topshop-falling-out-of-fashion-with-instagram-generation [last accessed 30 December 2018] Cameron, E (2016 February) Topshop Consumer Profile Demographics Retr...