Fashion Management and Marketing 1

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 ...

Some of Topshop's main competitors include River Island, H & M, New Look and Zara. Many of these brands offer a similar price range to Topshop but have other aspects within their brand that makes them more appealing to the consumer.  River Island, H & M, New Look and Zara all offer a children's range which could attract a larger consumer base. Topshop do not offer this which could be a reason as to why they are not as successful as it's competitors.  Like Topshop, it's competitors are starting to lose sales to online retailers that are making cheaper clothes at more affordable prices that mean you don't even need to leave the house to get them, making them more accessible to people. These online retailers are now seen as more of a threat to traditional bricks and mortar retailers like Topshop because of the accessibility of them. Research suggests the younger generation are more likely to shop online than in store because this is the world they hav...

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...

This survey was all about social media and the different accounts people follow. I also asked about how social media plays a role in people's shopping habits as well as the role of influencers to see how much of an impact they have on what people choose to buy. In order to gain responses to the questions I put this survey on my Instagram account and on my Facebook page to try and gain a variety of results. By putting it on both it allowed me to get a different demographic of results than if I had just put it on one.  This survey was mostly answered by 18-24 year olds which could be because it was placed on my social media accounts and this is my personal demographic. It could also because the nature of the survey is social media and this is the generation who have grown up with social media so they are likely to be the most active on it and use it as a way to do their shopping much more than the older generations....

I posted a survey on both my Instagram Story and on my Facebook feed to try and gather as many responses as possible. Putting it on both allowed me to get more of a range of results as it is able to reach different people on each platform. I collated the results after 24 hours. I'd asked nine questions and I got 33 responses to the questions relating to how social media has an effect on Topshop.  1.  2.  3.  4.  5.  6.  7.  8.  9. 

To gain primary research I went to the Topshop store in Liverpool One. I conducted a series of small interviews with shoppers as they were walking in and out of the store. I wanted to gain their opinions on the ethnicity and sustainability of the brand and see how much of an understanding they had on the idea of fast fashion.  I asked a total of 30 people of a range of different ages. I got the most responses from the 26-35 age bracket and the least responses from the 46-55 and the 56+ age bracket. The research suggests that the most frequent shoppers at Topshop are a younger demographic.  The number of people who fell under each age bracket were: under 18 - 6 18-25 - 6 26-35 - 10  36-45 - 3 46-55 - 2 56+ - 2 To gain a more well rounded view of the main demographic of Topshop and Topman I asked people their gender almost al of the people I talked to were female with only a small percentage were male which s...

Christmas / Study Week task Primary research of chosen brand  Different stores (Liverpool and Wigan) Questions Store / Workers 1.  How often do you change window displays? 2. Do you think you are paid a fair wages? 3. How much do you know about where and how the clothes are made? Customers 1.  Would you buy ethical products? 2. Are you aware of how fast fashion impacts the environment? 3. Would you continue to shop if you knew what the workers were being paid? 4. How could the store improve? 5. What are your opinions on the pricing of clothes in store? 6. Do you think Topshop is more or less ethical than other brands? Competitors 1.  What are your opinions on Topshop as a whole? E.g. ethics, pricing   2. Do you think Topshop is more or less ethical than other brands? 3. Are you aware of how fast fashion impacts the environment? Research Ideas 1.  Research on store. E.g. How many floors / s...