Summary

Topshop has become the pioneer of High Street fashion in United Kingdom and international trendsetter with more than 200 retail stores overseas. Its success is the result of marking effort.

After identifying its mission statement which is to deliver runway fashion down to the street worldwide, Topshop started designing different styles in order to attract different demographics with affordable prices. Topshop’s target market is 15- to 30-year-old women. Although it mainly focuses on young women generation, internally it also targets everyone who loves fashion.
In order to establish and keep a good relationship with customers as well as potential customers, Topshop provides in-store professional personal advisors beside sales to help customers to define their individual styles for free. For customers’ convenience epically for those who reside in some areas where there is no Topshop locator, they can make purchases on-line on Topshop official website.

“We love students”. Topshop offers 10% discount to all students includes on sale items. This is another marketing strategy to keep good relationship with the public. The new generation is the future of Topshop because they are the most loyal and potential customers. Having a good relationship with students or the new generation helps Topshop to create a fresh and energetic pubic figure.

Kate Moss plays the key role in advertising. Why? Although she doesn’t appear on many Topshop advertisements so often, she designs most of the outfits on Topshop ad campaign. In the other words, it attempts to deliver a message to its customers that top model Kate Moss designs for you.

MARKIING IS THE KEY FOR TOPSHOP(OR ALL BUSINESSES) TO SUCCESS.

This is amazing!!!

Few days ago, it was poring in the city. I got out of work around 6am at Chinatown and decided to take a cap home. (BE SAFE) However, I couldn’t find any cap. After I waited for 15 minutes, there was a car service stopped by in front of me and asked where I want to go. Actually the ride from Chinatown to my home just costs me 8 bucks if there is no traffic. So I responded him that how much to take a car service to drive me home. After a talk, we finally settled at the price of 12 bucks because it is almost the same price if I wait for a cap.
Only 12 bucks, it allowed me to experience the best ride ever in my life. Why? Let’s take a tour into his car. Basically it was a regular limousine by its looking. But what it has inside is a hotel. It has a 22 inches monitor in the back which connected to a Dell Lab top in the front seat next to the driver. Under the monitor there is a set of keyboard and mouse for customers to explore the internet or do work. If they need to print, then they can also use the HP color printer which is placed in between two front seats. However, if some want to relax, they can enjoy a movie by choosing from the catalog. Since there are two speakers on both sides of the back seats, it makes you feel as comfortable as watching movie at home. Drinks and snakes are offered to those who are hungry or thirsty after work like me. For some girls who like going clubbing during weekends, there are their beloved Victoria’s Secret perfumes to spray. Neck messaging machine is also offered to relieve customers’’ tiredness.
Have you seen any car services provide these services? Let me tell you one more thing. By spending 12 bucks I can get home safe; I can use the internet and print any pictures I want; I can enjoy a movie; I can eat and drink if I am hungry, etc.
Wanna experience the best service on your way home, to party and to the airport? Please call this number: 646-220-2020 (Mr. Cadilas)

Product concept, advertising and sales

Product concept, advertising and sales are strongly related to each other. Usually a company produces goods based on what kind of business and branding it is which also called product concept. Topshop is a fashion clothing brand so that it mainly focuses on producing cloths. Since its has over 200 chain stores oversea, this is an international branding which means its target market is not only those who live in England but people around the world as well. After identifying its market, advertising management would deliver promotions through advertisements to both existent customers and potential shoppers. We also can say this is a step to bring in the consumer for the sales department. Finally, in store sales take care of the last task to persuade customers to make purchases.

Product Concept

In product concept, they are different types of consumer products such as business product, consumer product, convenience product, shopping product, specialty product and unsought product. My company Topshop is a fashion clothing retailer. Many stereotypes stores like H & M, Mango and Century 21 are Topshop’s competitors. That means a consumer always can shop and compare Topshop’s products to the some similar products from the other brands before making a purchase. Therefore, Topshop’s over all products are classified to be shopping products.
Since Topshop operates more than 150 stores in 20 different countries other than its homeland England, it is considered to be a global brand. On the other hand, Topshop is owned by Arcadia Group, a British retail company. So the question is, I am not sure if this also fits to be called a manufacturer’s brand or a private brand.

Product Concept

In product concept, they are different types of consumer products such as business product, consumer product, convenience product, shopping product, specialty product and unsought product. My company Topshop is a fashion clothing retailer. Many stereotypes stores like H & M, Mango and Century 21 are Topshop’s competitors. That means a consumer always can shop and compare Topshop’s products to the some similar products from the other brands before making a purchase. Therefore, Topshop’s over all products are classified to be shopping products.
Since Topshop operates more than 150 stores in 20 different countries other than its homeland England, it is considered to be a global brand. On the other hand, Topshop is owned by Arcadia Group, a British retail company. So the question is, I am not sure if this also fits to be called a manufacturer’s brand or a private brand.

Topshop Prcing

Last year 2009, while fast fashion shops like Gap and H&M yearly revenue fell almost 10%, Topshop's annual sales rose 13% to 13.4 billions. Fast-fashion chains offer two key prepositions: They make trendiest styles affordable and they bring fashion to marker fast. For example, Topshop brought the style of high-heel lattice-caged sandals this spring for a cost of $145 which was nothing compared to a similar Yves St. Laurent booties for more than 1000 dollars. However, for some T-shits Topshop sell for close to $100 bucks, but customers might find some other similar styles of T-shit at H&M costs around $25. It sounds like Topshop sometimes is overpriced. But the truth is people still spending a $100 bill at Topshop because it is the pioneer of leading fashion. People always can recognize which one is Topshop style and which one is not.

Democratization of Information

Democratization of information is a 2010 honors study topic of Phi Theta Kappa Honor Society. This brings us a question about whether or not we should share all information as to live in a society as a whole. According to a discussion in an official Honor Society meeting, all people suggested we should not have a limit to access any information we want to know. However, I was the only one didn’t agree with it. As a marketing student, I know sharing information is good and only good to whoever do not have interaction with business which is impossible. There is no free meal. We have to pay for what we want.

Few days ago, I passed by blockbuster, a video chain store, and saw “all must out” these few words. I felt sad and worry. This video store was running out of business not because of the economic crisis but democratization of information. People can access any movies through passing from their friends or sharing online. A video business collapses would result more businesses to warp up like no one would like to produce movies or video games would not be updated rapidly. This is definitely not a market that we deserve.

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