Essay Available:
Pages:
4 pages/≈1100 words
Sources:
5 Sources
Style:
Other
Subject:
Business & Marketing
Type:
Essay
Language:
English (U.S.)
Document:
MS Word
Date:
Total cost:
$ 34.56
Topic:
How The Brand Is Currently Performing Topshop Market Positioning
Essay Instructions:
My subject is Fashion Merchandise Management, it is fashion basic but tend to business and marketing part. (The company I have chosen for this report is Topshop and for its competitor, you can choose any, e.g. Urban Outfitters)
All writing should be British English, not American. Please note that all the resources can not refer to Wikipedia. I'll put the writing structure later for you. Thanks! (Make sure it's 11.5 front size and 1.5 spacing. Use 3rd person, do not use I. Be objective not subjective. Use retail terminology please.)
Essay Sample Content Preview:
Business and Marketing
Name
Institution
Table of Figures TOC \h \z \c "Figure"
Figure 1: Topshop followers on Twitter PAGEREF _Toc499458875 \h 4
Figure 2: Overview of Topshop website PAGEREF _Toc499458876 \h 5
Figure 3: Overview of website for international customers PAGEREF _Toc499458877 \h 6
Figure 4: Overview of the shoot the Show PAGEREF _Toc499458878 \h 6
Figure 5: Overview of arrangement of clothes in Topshop PAGEREF _Toc499458879 \h 7
Figure 6: streetscape of Amsterdam PAGEREF _Toc499458880 \h 7
Figure 7: The site in Amsterdam is long and narrow PAGEREF _Toc499458881 \h 8
Figure 8: Stores have shiny metal alongside a rough brick and a coloured glass alongside wide timber planks PAGEREF _Toc499458882 \h 9
Topshop
Introduction
For this report, the retailer studied and analysed is Topshop, which operates and provides its services in the United Kingdom and the category that was studied is Women's fashion. Data provided in this report was collected on 23/11/2017. The competitor chosen for the report is Urban Outfitters which is based in the United States. Women's clothing will be studied and analysed in this case.
Topshop market positioning
Topshop retails women's fashion and clothing, with another extra store by the name Topman that sell clothes for men. Topshop has 300 stores in the United Kingdom and 100 international outlets. This helps them to accommodate their many customers across the globe. Topshop offers large varieties of products and services in order to provide an environment that can accommodate the very diverse audience that they serve. They provide basics to cutting-edge trends, thereby keeping them and their customers ahead of the fashion and style game. To achieve this they have Topshop lines which consist of the mainline, premium shops and boutiques. They also have Topshop services which include style advisory, Topshop to go and Topshop express (McColl et al., 2013).
Customers
Target customers for Topshop are women aged between 18-35 years, with income range between £8,000 to 40,000 per year. The target customers are young fashion-conscious people on a budget. Topshop targets two segments of customers, the achievers and the experiencers. Achievers are believed to have goal-oriented lifestyles and are committed to career and family. Images are always crucial to achievers; they favour established, prestige product and services that demonstrate success to their peers. Experiencers are people motivated by self-expression. They are young, enthusiastic, and impulsive customers.
They have fitting rooms that are designed for the customers to test out on the clothes that they need to buy. In the fitting rooms they also have mirrors where the clients can check out on the dress in a three dimensional view to evaluate the fit of the clothes they need to buy. Once the customers have selected their products, they go to the cashier point whey they can pay through the Topshop membership card, credit cards and cash. Once the payment is made the clothes are put together in carrier bag by staff and handed over to the customer. To market their products further the carrier bags are printed with the name of the company. They also have employees who help customers carry their p...
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