TOPSHOP Brand report. · was for Topshop to focus on a younger target audience (14-25 year olds) and for the Peter Robinson collection to target the over 25’s. Topshop is now known

TopshopispartoftheArcadiaGroup,aBritishmultifashionhouseownedbySirPhillipGreen.Topshopwasfoundedin1964asayouthfashionbrand.Firstretailinginsideadepartmentstore

calledPeterRobinsoninSheffield.It’ssuccesswithinthedepartmentstoreleadtoTopshopopeningitsfirstindependentstorein1970.Thatsameyearthebrandlauncheditsfirstmenswearrange

(Topman).In1973Topshopannouncedadivisionwithinitswomenswearcollection;splittingitintotwo

collections.Onetobeknownas‘Topshop’andtheother‘PeterRobinson’TheaimofthisdivisionwasforTopshoptofocusonayoungertargetaudience(14-25yearolds)andforthePeterRobinson

collectiontotargettheover25’s.

Topshopisnowknownasaverysuccessfulyoung,trendyandmustgotostore.Topshopstoresarecontinuouslygrowinginprofitandsales,mosthighstreetsacrosstheUKnowhaveaTopshopstore

ordepartment.Topshopcurrentlyhaveover300storesintheUK,itsflagshipstorelocatedonOxfordSt,London.

(Arcadia,2017)

DEMOGRAPHICS

Majoringinup-to-theminuteaffordablefashion;Topshop’sirreverentandbraveapproachhasendearedthebrandtofashionconsciousshoppersandindustryinsidersalike.Appealingto

professionals,studentsandhighprofileA-Liststarsalike.Topshopuniteswomenthroughtheirdesireforthelatestforwardthinkingtrends.Shopperscanenjoyboththestoresexclusivecultstatus

andaccessibility.

“Officiallyourtargetmarketis16-30-year-oldwomen,butinternallywetargeteveryonewholovesfashion,regardlessofageorincome.Ithinkthebiggestchange(inthehighstreetsincethe1970s)isonetheconsumershavedriven,inthattheyaremuchmorefashion-savvythesedays,anddemand

muchmorethantheydid.Theimpactofthemediahasmeantthateveryoneknowswhatthecelebritiesarewearing,wheretheygotit,whatthedesignersareshowingonthecatwalkandson

on,sotheywantabitofittoo.”–JaneShepherdson,previousbrandmanagerforTopshop.

Topshophasavarieddemographicduetoitsappealtoawiderangeofindividualsinavariedprofessionsorpointsoflife.Withthisismindtheyofferavarietyofproductsandservicesinordertoaccommodateforthediverseaudiencetheydrawin.Toreachovertheirdifferencemarketsthey

havethreekeylines:‘mainline’,‘boutique’and‘unique’.Theseallhavevariedpricepoints,demonstratingtheirvariedaudiences.

CUSTOMERPROFILE

Name:SophieEvansGender:Female

Age:20Occupation:FullTimeStudent

Personality:Outgoing,BubblyandConfident.Hobbies:Sophielikestokeepfitanactivewithpalliatesandyoga,attendingweeklysessionswithfriends.Whensheisn’tstudying,sheenjoysdaytripsintothecity:visitingmuseumsandexhibitions.Sophietakesprideinherappearance,andlikestokeepuptodateon

currenttrends.Sheishoweverconsciousandawareofwhatimpactherloveforfastfashionmaymeanforfuturegenerations.

Shopping:Sophielikestoshopwithavarietyoffastfashionbrands.Theseinclude,Mango,Zara,ASOSandTopshop.

FLAGSTORE-OXFORDCIRCUS

Withthreefloorsand90,000squarefoot(equivalentof1,800Londonbusses)TopshopOxfordCircusismorethanjustanaveragestore.

Asthefoundingflagship,theuniqueshoppingexperiencesetsthebarforeverythingthebrandstandsfor.Continuallyevolving,it’stheultimatesourceforstylinginspirationandthelatesttrends,with1000sofpiecesavailable(includingover50partnerbrands).Withthreefloorsofaffordablefashion,newdesignersandcatwalklooksandaccessories;OxfordCircus

isabeaconofstyle.

EXSISTINGGARMENTS