Fashion Management and Marketing 1

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 ...

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 monitored the social media accounts of Topshop, River Island, H & M, New Look and Zara over the course of a week to gain an understanding of the levels of engagement on each page. I mainly focused on Instagram and looked at the amount of followers each brand had and compared this to the number of likes they are getting on each of the images.  All of the retailers also use Instagram Stories as a way to try and boost their engagement and get more likes and views on their posts.  Topshop Topshop post on average three times a day, usually in the morning, afternoon and evening to try and get the most engagement. Their likes compared to their followers is a lot less, as the last three posts only got 18k, 10.5k and 73.6k likes compared with their 9.6 million followers. The combination of videos makes the page seem more engaging and interactive and the most recent videos have 63k and 10.6k views, which is still a low amount compared with their follower count. The ...

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.