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Major Project

Topshop Pop Up Store
by

Melissa Lim

on 28 November 2013

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Transcript of Major Project

Fashion Communication Major Project - Topshop

4Ps
SWOT Analysis
Content
Introduction to the company
4Ps
SWOT analysis
Competitors Analysis
The Pop Up Store & Store Experience
Media Plans
Company Profile
Topshop started business in 1964 as Peter Robinson's Topshop
When reaches 1970, Topshop has become a stand-alone store
It is owned by the Arcadia Group & has over 300 stores in UK but 7 stores in Singapore.
By Melissa, Regina, Shanice, Ji-Hyun & Jazzmine
Competitors Analysis
Inditex group has a wide economies scale of 82 countries worldwide
Long & established management group
Reasonable price & vertically integrated retail chain
Competitors Analysis
Uprising & famous fast fashion brand
An economies scale of 28 countries worldwide
More affordable
"Fashion & quality at its best price"
The Pop Up Store
Topshop Loves Singapore Campaign
Why this theme ?
inspired by the actual
Topshop loves your city
campaign
To promote integration between East & West
Bringing British posh culture into the Singaporean society
Media
Plans
Public Relation (PR)
Magazine & Cause Marketing
OOH or Outdoor Marketing
Social Media Marketing
Social Media Marketing
Send out invitations by pos or via email
Invite Singaporean fashionista, celebrities, photographers, socialites and bloggers
Light snack & beverage will be served
Collaboration between Topshop, Singapore Orphanage & Her World Magazine
Get the orphans to color the double decker bus in several shades
Customer purchased the magazine and obtain canvas bag to get discount during the pop up store
Certain amount of profit will go to the orphanage
Photo of Topshop model, faceless, replaced by a mirror
Photobooth allow customers to design template
Print out immediately
Share on social media to spread the words
Hashtag their photo with #topshoplovesSG to win cash vouchers
Consumers share their ' dressing tips" on social media
Topshop SG will pick the most outstanding photo from the social media (hashtagged) & the photobooth to launch the "Topshop Loves Singapore" pop up store lookbook
Interior of The Store
Magazine &
Mobile Marketing
Banner underneath Topshop ad giving instructions
Launch the app and tap Pose ! to get more features & infos of the pop up store, videos & interviews
Can be used per normal even after the pop up store ended
Full transcript