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.

image: http://farm4.static.flickr.com/3481/3854960992_d591de2edd.jpg

Public Relations

We always say the new generation is the future. In order to abstract more new generation or the properctive customers, Topshop offers 10% discount to all students including on sale items. This is definitely a strategy that keeping a long realtionship with the public in two ways. First it creates an image that Topshop is always fresh and energetic by abstracing more young customers. Second, the new generation is the future of Topshop. A bussiness can continute keeping in date depends on if it can keep the relationship with its prtential customers.

Kate Moss topshop Advertising

Before Topshop launching in New York Boardway, the company started posing a store-wide advertisment in front of the store. Firstly, the sexy model on the post caught everyone's attention. Then, second came in mind was that Topshop would be opening in the Fall of 2009. Whoever passed by would wonder that what kind of store it was because they have never seen or heard of this brand in the U.S. before. The avertisment also seemed to send us a message that doesn't matter you sexy or not, our cloths will make you to become miss sexy.

Visited a Retailer at Kaffe 1668

Today, as usaul, I went to a nice cafe around my school to grab a coffee. It was the same Janpanese girl served me as last time I came. Then I placed an order of Latte to go. A while after my purchase, I heard my name was called to pick up the coffee. I doubted if it was my coffee because there was no one asked me for my name to put down on the coffee cup. So I brought the coffee cup up and saw my name was on it. Actually the Janpanese girl asked my name on my last time visit, then she keeps it in mind. When I came today, she reconized me and my name. Therefore, she put my name on the coffee cup without asking me again.

As a customer, I feel special that someone remembers me after seeing me once. This makes me want to go back again when I need coffee because I have a friend there.

As a marketing student, I understand it is one of marketing strategies that to build up a relationship with customers. Making friends with customers can make them feel warm. Once customers do not feel strang at a place they will feel more confortable to come back rather than visiting other stores.

In store sale and On-line shopping

Topshop is a series of chain stores, so that their sale is based on in store sale and on-line sale. Recently, Topshop has over 300 chain stores in Britain and more than 100 flagshops in Asia, Europe and Americas. This means most of people in Britain would prefer to walk in and shop because it is not hard to find a chain store in their neighborhoods. However, for those who live in other countries where have less stores they have to make purchase on-line. For example, the Soho Topshop branch store is the only retailer in American. This is really convenience for many New Yorkers. But for the rest of Americans who love fashion or fans of Topshop, they would not make a trip to New York for Topshop. So they usually order from Topshop United States Website then the New York chain store will ship for them within a week.

This year Topshop has expanded its international shipping to include twelve new destinations: Bulgaria, Canada, China, Czech Republic, Hong Kong, Hungary, Republic of Korea, Lithuania, Poland, Romania, Slovakia and Turkey. Customers just need to make purchase through Topshop.com even though there is no chain store in their countries.

She Brought Topshop Up

http://www.mirror.co.uk/news/tm_objectid=16261614&method=full&siteid=115875&headline=shy-genius-who-turned-flopshop-into-the-high-st-darling-topshop---name_page.html

She is the most successful retailer in Topshop history, she turned Flopshop into one of the high street top shops, and she is Jane Shepherdson. 2005 was the worst customer downturn in the past 20 years, but she helped Topshop to make a profit of £100million. Trusted to make an order for the jersey department, Jane stuck her neck out and ordered tank tops - and sold 500,000 in a week. Her secret being successful in retailing is she takes all risks. She said “"People who play safe will not be safe. There are a lot of retailers out there who have just settled into what they do and stayed the same, and that was OK when there was a lot of money around. Now there isn't, they're the first to go. To stay at the front, you've always had to move forward and take risks. And I think it will be more and more obvious that those who take risks and innovate are going to leave the rest behind."

Fashion is an extreme business different from any other businesses because it doesn’t follow tradition. Change in style is the main definition of fashion. In order to express the idea to every customer, Shepherdson and her team workers dress whatever they feel like everyday. Design should not be exhibited on the hangers but on these life models catwalking in the store.

Segmenting and Targeting Market

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. This means Age Segmentation exists but does not affect its potential business. On the other hand, Topshop is gender segmented because it only produces women clothing, accessories and shoes. It only works in favor of women. Therefore, the male market is never ever targeted by Topshop.

Consumer Decision

Topshop as one of the top fashion leaders in England, they not only care about external beauty of a product but also about practical use. If a dress only contains some fashion elements, that just means it is able to catch customers’ eyes but is not enough to persuade consumers to make purchases. In order to have consumers to recognize their need for the product and decide to buy it, a company also needs to promote from the aspect of practical use. So Topshop produced a commercial video about two girls are wearing Topshop Winter Collection to ski. Although the video is pretty simple without big cost of money, it is good enough to convey the idea that their cloths are not only made to flash yourself on the street but to keep you warm all the time.

The only thing that I would recommend Topshop to improve is to have more commercial videos introducing their seasonal collections so that consumers will be alarmed that it is time to shop. Also, I think to have all the commercial videos to be on the TV in New York will definitely abstract more new customers. They shouldn’t limit shoppers down to women but everyone because whoever sees the commercial, even though they are men, fathers or children, they will encourage their sisters, waives and mothers to shop at Topshop which is called nonmarketing-controlled information source.


Video link: http://www.youtube.com/watch?v=VphSLosGm8U

Topshop Goes Internationally

In 2005, Topshop became the first high street name to stage a catwalk show in London Fashion Week. It was Topshop’s first time to be on the screen in front of millions of international audiences. It signaled that Topshop should recognize the international market.

In order to establish Topshop as an international trendsetter, Mr Phillip Green, the owner of Topshop, believed “both through flagship overseas outlets in big cities and, much easier and faster, through online retailing.” (TIMES ONLINE)

Nowadays, 5 years has been gone, Topshop already owns over 100 international locators in Asia, Americas and Europe. For the future market expansion, Topshop basically aims at the market at Canada and some other big countries in Asia such as China. As succeed launching its first retail store in New York, Topshop will also consider developing more outlets in America in order to satisfy Americans’ demand.

Topshop's target market changed in the past 15 years

Topshop is a chain of women clothing retail stores in UK, as well as in the other countries across the continents. Its target market changed basically due to style and region.

Back in 1900s, Topshop was only considered a flop shop or an unfashionable phenomenon in Britain. But after a decade expenditure, it successfully transformed to be a trendsetting retail brand. Until 2005, Topshop was finally reconized in the public because its Unique collection becomes the first high street range to be shown on the catwalk as part of the official schedule of London Fashion Week. When it came to 2007, the arrival of the first collection designed by supermodel Kate Moss's made another sinigicant change in Topshop history. Topshop also became a mixed contemporary celebrity and trendsetting retail brand. It targets the new generation as well as those run-way models and celebrities like Kate Moss.

In the past 15 years, Topshop forcused on Europe basis business. Nowadays, Topshop starts expanding its business internationally. The first branch store in the United States was launched in New York Soho in last April, 2009. and more flagship stores will be located in different states in the U.S.

Topshop Major Market Situation

Topshop takes American plunge

By Greg Wood


BBC News, New York





Loud music and edgy fashions, boldly displayed with a very British flavour. That is Topshop's new flagship store in New York.





http://news.bbc.co.uk/2/hi/business/7978055.stm



Analysis:


Under economic depression, people would cut bugets on shopping as we have expected in the U.S. Launching the first flagship store in U.S. for Topshp, a british clothing company was considered to be an investment because most of the Americans may no longer spend money on luxury cloths. However, the fact proves that Topshop has become a sucessful investment here. In the U.S., no matter how bad the economy is, people never save money clothing spending, especially for girls and women. Therefore, in anticipation, more Thpshop chain stores will be open within few years in some states in the U.S.
This month, Topshop will be collaborating with three eminent designers: Ann-Sophie Beck’s slashed horror-inspired clothing, Jonathan Saunders’s work wear, and Ashish’s studded collection. Having new designers to join, more customers will be attracted to visit it branch stores including some customers never shopped. In this way, by adding new fashion elements to stores in a short period of time can keep this company being fresh in everyone’s mind. This is what essentially means fashion.

TOPSHOP MISSION STATEMENT

Mission Statement

Topshop is considered to be the ultimate pioneer of high street fashion in London, gaining much popularity over the last decade. Our first American shop was launched in Soho, New York City, last year. That marked the start of our international journey, and soon we will have stores in China, Japan, Korea, and other high fashioned Asian countries. Topshop is committed to delivering runway fashion to everyone on the street by expanding our worldwide market.