Topshop: an empire exceeding 300 UK stores and shipping to 100 countries. As part of the Arcadia Group, owned by Philip Green, it is alongside Dorothy Perkins, BHS and Miss Selfridge. [http://www.theguardian.com/money/2012/jun/15/store-wars-topshop-river-island 15/1/2015]
Topshop’s products have a USP (unique selling point) as they can be separated into six main categories, all available at their Flagship store at Oxford Circus, London.
MAINLINE: basics, denim, essential seasonal pieces – most items are available for mass market
PREMIUM: limited edition designs in quality fabrics – for shoppers able to spend more for a higher quality
BOUTIQUE: the higher-end capsule wardrobe – inaccessible to many or for occasion wear only
UNIQUE: collections by the in-house design team.
DESIGNERS: collaborations with industry designers: Christopher Kane, Celia Birtwell and David Koma.
EMERGE: lines by up-and-coming designers – prices consistent with status, semi-affordable investments in the designer often pay off.
There is also Topshop online and further publicity in Topshop’s in-house magazine and on a plethora of Social Media:
With integrated marketing online, through app and in store Topshop reach mass audiences.
‘Quality’ and ‘prestige’ are a couple of words often associated with Topshop and can be understood through their use of:
Prestige pricing; continually high prices, until (faulty) items arrive on sale and are bought by the shopper, like myself, who must wait until they can buy at prices more appropriate to the quality.
Personal shopping experiences; ‘staying, playing and leaving with something new’ is not a facility available at most high-street stores and one that can lead to a great deal of spending.
Designer and Celebrity collaborations like with Kate Moss who’s first collaboration with Topshop in 2007 took £3m in the first week of sale. [http://www.verdictretail.com/topshop-pins-hopes-on-kate-moss-to-protect-market-share/ 15/1/2015]
The Topshop paper bag; a bag a season parallel to current trends, the SS13 graphical cat print was also available on products throughout the store.
Not to mention their in store environment; with a clear layout and accessory towers with no untidy areas or messy rails [http://www.theguardian.com/money/2012/jun/15/store-wars-topshop-river-island 15/1/2015] a separate footwear department and all with clean, downward lighting and large mirrors, especially in the changing rooms, though they are quite confined and extremely warm.
It is the combination of the above that provides Topshop with an assumed greater importance in comparison to its high-street rivals.
Topshop also use marketing to increase favor and sales. They achieve this through multiple pathways; whether through:
Vloggers like Zoella [https://www.youtube.com/user/zoella280390?gl=GB&hl=en-GB and http://www.zoella.co.uk/%5D creating ‘haul videos’;
Using popular models, famously Cara Delevingne, in editorials and at London Fashion Week, which is attended by Daisy Lowe, Alexa Chung, Abby Clancy and Ella Eyre;
Unique, on trend visual merchandising;
Ethical initiatives and associations with
- FASHION TARGETS BREAST CANCER
- TEENAGE CANCER TRUST
- AGE UK
- AGE CONCERN
- HELP THE AGED. [http://www.topshop.com/en/tsuk/category/about-us-80/home?cat2=273012&intcmpid=W_FOOTER_WK1_HP_UK_ABOUT#fragment-5 15/1/2015]
Or having a handy a 10% student discount!
– http://www.theguardian.com/money/2012/jun/15/store-wars-topshop-river-island [15/1/2015]
– http://www.verdictretail.com/topshop-pins-hopes-on-kate-moss-to-protect-market-share/ [15/1/2015]
– https://www.youtube.com/user/zoella280390?gl=GB&hl=en-GB and http://www.zoella.co.uk/
– http://www.topshop.com/en/tsuk/category/about-us-80/home?cat2=273012&intcmpid=W_FOOTER_WK1_HP_UK_ABOUT#fragment-5 [15/1/2015]
– Photo: [http://www.thisismoney.co.uk/money/markets/article-2236539/Topshop-boss-Sir-Philip-Green-battered-retailers-Stop-moping-it.html]