Fashion Management and Marketing 1

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. 

I have generated a mock up of what the new sub brand (Revive and Wear) Instagram feed would look like. I have chosen a selection of image ranging from sustainable clothes to how fast fashion can have an impact on the environment.  The sub brands instagram would focus on both promoting and advertising the brand by showing new items from the collection as well as influencers and celebrities wearing them. It would also show the impact go fast fashion on the environment as a way to encourage people to buy less fast fashion and make a more conscious effort to think about the environment when they are purchasing their clothes.  This instagram account would be one of the most successful ways of promoting the brand as now many of Topshop's consumers are part of the 'Instagram generation' and would therefore be more likely to respond to this new brand through social media than through a more traditional method of advertising. Even t...

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. 

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. 

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...

Sustainability Poster Sustainability Topshop have tried to make changes in their brand to become more sustainable and appeal to a wider audience. They have started to recycle more of their clothing including 95% of waste being recycled in UK stores. They have also started to reduce the amount of water and energy that they use in their warehouses, offices and stores. In addition, they are also a member of the Better Cotton Initiative  however, it has been questioned how much of the cotton that is used by Topshop actually comes from this initiative.  To try and become more sustainable, Topshop launched a collection called Topshop Reclaimed which is a whole fashion collection made from spare material that has been discarded from previous pieces and is up-cycled into new garments. Also, their parent company Arcadia Group is a member of the Sustainable Clothing Action Plan. Despite this, Topshop are s...