Topshop

TOPSHOP.COM

"We want to take the energy and the excitement of our iconic Oxford Street store to millions of people all over the world through Topshop.com. It’s social, it’s commerce and it’s entertainment all rolled into one.’’

Justin Cooke, Chief Marketinng Officer.

‘The Future of the Fashion’ - London Fashion Week AW 2013

• Google+ technology.

• ‘Road to the Runway’

• Micro ‘Model Cam’

• ‘Be a Buyer’ App.

• Google+ Photobooth.

• User Data.

• Hub of Topshop's online initiatives and Backbone of it's Marketing Strategy.

• Geographic data on-site and from social media helps determine where in the world it should open its next stores or pop-up shops.

• Virtual shopping carts.

• Communicates and sells an Experience, Style Tips - Daily Fix and This Week We Love.

• Direct link to Tumblr and the Topshop Blog.

• Music Videos.

Shoot the Runway’- London Fashion Week 2012

‘

The Flagship store

Oxford Circus, London

The store includes:

• a nail bar
• a one hour tailoring service
• a hair salon
• free style advisor advice

• In partnership with Facebook.

• 2.1 million online viewers from 100 countries.

• Viewers could customise items as they appeared on the catwalk.

• Everything from the make-up to the music was available instantly on Topshop.com.

• First ever fashion show to be streamed live on Twitter.

• User Data and Educated Decisions about popular products.

• PR coverage of the show alone was worth £30m.

Digital and Social Media

"Our Oxford circus flagship is a mecca for cool girls, whether they're holidaying in London or living in the capital, and we've spread the love across the pond with flagships in Chicago and New York!"(www.topshop.com)

• Facebook - 3.3 million fans.

• Twitter, Tumblr, Pinterest, YouTube, Google+, Topshop Blog.

• iPad App, Mobile and iPhone App - Topshop in your pocket.

• Topshop.com

• Partnerships with social media networks have granted them access to the biggest customer databases in the world.

Marketing Mix

• Price: Varies from Topshop Basic up to Topshop Boutique and designer collaboration. (Inclusive)
• Place: Central locations, large open spaces and concessions in popular department stores
• Product: Clothing, Footwear, accessories, makeup
• Promotion: Student events & discounts, discount days, Topshop Magazine, In-store Events, Blogs, Personal Shopping, lookbooks, fashion shows.

Concessions

TopShop Concessions - essentially a fast-fashion market for style savvy females.

Positioning

"The World's Fashion Authority."

Jane Shepardson, former brand director @Topshop.

• Marketing Communications
• Fashion Mecca
• Instant association with the "cool" factor
• Its not just clothes, it's a lifestyle.

Targeting

• Variety of ranges within the stores such as Tall, petite, sno, shoes, lingerie, mini, maternity and accessories.

• Appeal to different markets in the segments.

• Vintage concessions and collaborations popular.

Segmentation

Value for Money

• 18-25 year old Demographic but appeals to consumers outside the demographic.
• The cool kids.
• Fashion forward, trend driven but unique.

• 10% Student Discount- even during sales
• Brand accessible to those on lower income
• Students loyal customers

"Topshop is a byword for diversity. Firm in the belief that each customer is an individual, we work hard to offer style solutions for all eventualities. From the Tall and Petite ranges to Boutique classics and vintage treasure, our eye for brilliant design is what sets us apart from the rest."(www.arcadiagroup.co.uk)

Charity

• CENTREPOINT
• HELP THE AGED
• TEENAGE CANCER TRUST
• AGE UK
• AGE CONCERN

Today

• Currently over 300 stores in the UK
• Nearly 100 international stores
• Ships to over 100 countries
• Oxford Circus has 250,000 visitors per week
• Topshop.com has1.9 Million users per week
• Topshop twitter account has over 500,000 followers

NEWGEN Sponsorship

• In association with British Fashion Council
• Sole sponsor since 2002
• Promotional launch pad for young designers
• Newgen T-shirt Launch project
• Topshop Show Space

Topshop

• Founded in 1964 in the basement of a UK department
• Aimed as a youth fashion brand
• Its first stand alone store opened in 1974
• Flagship store in Oxford Circus opening in 1994
• In 2000 Topshop.com was created, following this twitter, blogs and other social media

Hong Kong

Future Expansion