Topshop is part of the Arcadia Group, a British multi fashion house owned by Sir Phillip Green. Topshop was founded in 1964 as a youth fashion brand. First retailing inside a department store called Peter Robinson in Sheffield. It’s success within the department store lead to Topshop opening its first independent store in 1970. That same year the brand launched its first menswear range (Topman). In 1973 Topshop announced a division within its womenswear collection; splitting it into two collections. One to be known as ‘Topshop’ and the other ‘Peter Robinson’ The aim of this division 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 as a very successful young, trendy and must go to store. Topshop stores are continuously growing in profit and sales, most high streets across the UK now have a Topshop store or department. Topshop currently have over 300 stores in the UK, its flagship store located on Oxford St, London. (Arcadia, 2017) DEMOGRAPHICS Majoring in up-to-the minute affordable fashion; Topshop’s irreverent and brave approach has endeared the brand to fashion conscious shoppers and industry insiders alike. Appealing to professionals, students and high profile A-List stars alike. Topshop unites women through their desire for the latest forward thinking trends. Shoppers can enjoy both the stores exclusive cult status and accessibility. “Officially our target market is 16-30-year-old women, but internally we target everyone who loves fashion, regardless of age or income. I think the biggest change (in the high street since the 1970s) is one the consumers have driven, in that they are much more fashion-savvy these days, and demand much more than they did. The impact of the media has meant that everyone knows what the celebrities are wearing, where they got it, what the designers are showing on the catwalk and son on, so they want a bit of it too.” – Jane Shepherdson, previous brand manager for Topshop. Topshop has a varied demographic due to its appeal to a wide range of individuals in a varied professions or points of life. With this is mind they offer a variety of products and services in order to accommodate for the diverse audience they draw in. To reach over their difference markets they have three key lines: ‘mainline’, ‘boutique’ and ‘unique’. These all have varied price points, demonstrating their varied audiences.

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

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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.