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.