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kirby wittoesch

on 28 April 2015

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Transcript of TOPSHOP

TOPSHOP is a British multinational fashion retailer of clothing, shoes, make up, and accessories.
TOPMAN is TOPSHOP’s stand-alone fashion business counterpart that caters exclusively to men’s clothing.
Currently TOPSHOP’s spokes model is Cara Delevigne, soon to be Beyoncè this Autumn 2015

Founded in 1964 as Peter Robinson's Top Shop after the department store, Peter Robinson's.
TOPSHOP is the only high street brand to be shown on schedule during London’s fashion week
In 2002 TOPSHOP joined forces with NEWGEN, this allows them to foster new design talent and provide a global platform for the scene’s brightest new stars.
Originally based in the UK, by the 2000’s TOPSHOP began planning for expansions to the US and had a flagship store built in NYC by 2007
TOPSHOP’s current CEO is Katie Foster who is apart of Acadia group

is a Swedish multinational retail-clothing company, based in Stockholm, known for its fast fashion clothing from men, women, teenagers, and children. Selling clothes, shoes, accessories, beauty products, lingerie, etc.
Its in 57 countries with 3,500 stores and is the second largest global clothing retailer

Zara is a Spanish multinational retail-clothing company based in Arteixo, Galicia and was founded in 1975 by CEO Amancio Ortega and Rosalia Mera. It is known for its zero advertisement of mens, womens, and children’s clothes, shoes, & accessories.
Claims it needs one week to develop new products (extreme fast fashion)
There are 2,000 stores in 88 countries making it the largest global retailer in the world.

-American chain of fashion retailers with its headquarters in Los Angles, California and sales of $3.7 billion in 2013. Now there are 480 stores in 16 different countries.

-American’s version of H&M, offering womens, mens, childrens, and plus size clothing, shoes, accessories, lingerie, ect.

TOPSHOP's Competitor's Analysis
Lines in the brand
TOPSHOP carries much more then just clothing there brand expands all the way to socks and lipstick as well
-Men/women clothing
-Sale Line

Lines of Competitors
ZARA, H&M, and FOREVER21 all carry similar lines compared to TOPSHOP such as clothes shoes and accessories. One department all competitors have that TOPSHOP doesn’t, is a kids line. This gives the competitors a slight advantage when it comes to revenue.

-TOPSHOP will introduce the brand extension, TOPTOTS, a stand-alone fashion business counterpart that caters exclusively to children’s and tween clothing.

-The stand-alone store will feature hot UK street trends suitable for young boys and girls from age 1 to 14.

-TOPTOTS’ first year will open in 101 stores, and if sales increase, it will plan to open in all or feature in all (including the department store boutiques)

Financial Objectives
We plan on having an $6 million dollar budget that will cover the building of new stores, textiles, manufacturing, distribution, advertising, ect. With our investment of $6 million into developing this TOPTOTS line we believe we can receive an ROI of 25% if the project return is $8 million after three fiscal years.


TOPTOTS Objectives
Goal: 25% ROI within one fiscal years
Top-Down Planning:
Productivity Measures
Marketing Strategy
We intend to bring TOP, trendy fashion to kids and compete against our competitor's children lines in hopes of bringing the company more profit and more customers.
In order to gain substantial attention, we will bring in the London's beloved Beckham children to model for the TOPTOTS brand.
While promoting the Beckham children, kids will strive to dress like them and parents won't mind because of the low prices TOPSHOP offers.
We will integrate the Beckham children into our TOPTOTS billboard campaigns, TV commercials, magazine spreads, & web advertisements
The Beckham children will also be making special appearances at selected stores
Harper Beckham
Romeo Beckham
Cruz Beckham
Why We Will Succeed?
With analyzing the success of our competitors with their children's lines we believe ours will be just as successful if not more. We believe that TOPTOTS' output, input, and productivity measures will exceed our expectations. Our TOPTOTS' line will bring a high fashion style, with very reasonable prices, to young children. Now our costumers kids can be just as trendy as they are.

Examples of TOPTOTS




Productivity = output/input
We believe that with our plan of success we will receive a high level of productivity. putting in 6 million we want to have the best return investment as we can.
Productivity = 8mil/6mil
Productivity = 1.33
Budget Break Down
$3,000,000 on textiles and manufacturing
$250,000 distribution
$250,000 on new displays/mannequins and visuals
$1,500,000 for advertising and launch of line, including exclusive fashion shows, billboard campaigns, prime time TV commercials, etc.
$1,000,000 for the celebrity endorsement of the Beckham children
We plan on having an initial budget of $6,000,000 for total costs.
Full transcript