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TOPSHOP

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on 21 November 2013

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Transcript of TOPSHOP

TOPSHOP
HISTORY
The company was founded in 1964, in the basement of a department store. It started as Peter Robinson’s Top Shop, which was a youth brand within the Sheffield branch of Peter Robinson. Peter Robinson is a now-defunct British department store chain. The first stand-alone Topshop store was opened in 1970 in the UK. In that same year, Topman was created as a spinoff brand to cater for male customers. It is now run as a separate chain. May 1, 2010, Topshop opened its first New Zealand store and expanded into Australia in 2011. In November 2012, it launched its first store in South Africa. In April 2013, Topshop-Topman launched a store in Cape Town. In December 2012, Philip Green agreed to sell a 25% stake in the brand to the US-based private equity group, Leonard Green and Partners for $805 million. On October 24, Topshop opened the first store in France, Paris at Galeries Lafayette.
Over the years they have built a strong bond with industry insiders. In 2002 joined forces with NEWGEN, a scheme that allowed the to foster new design talent and provide a global platform for the scene’s brightest new stars. They are the only high street brand to show at London Fashion Week, and Topshop Unique has become the style set’s hottest ticket.

Philosophy
Their key goal is to satisfy the customers on an international basis without compromising the unique brand vision and British style.
Mission Statement
"Topshop is all about refusing to be pigeonholed. Each customer is an individual and relies on the brand to deliver everything from basics to cutting-edge trends. It’s the brand spectrum of ever-changing collections that keep Topshop ahead of the style game."
Image by goodtextures: http://fav.me/d2he3r8
Current Analysis
Continued strong cash generation of 444.78m

Total Group operating profit before goodwill of 303.14m, up 47.07m from 256.07m last year

Total Group pre tax profit pre exceptional items of 224.46m, up 45.46m from 179.01m last year

Margin up 1.2% points v last year (equal to 43.04)

Total sales of 3602.99m (last year 3607.69m)

Underlying UK retail LFL sales were down -3.2% v last year

E-Commerce sales grew by +22%

Total LFL sales were down -0.7%

Continued investment in the business with capital expenditure of 106.52m, taking our total investment since we acquired the business in October 2002 to over 67b
Year End Bank debt of 415.44m (0.9 times headline cash generated)
Promotional Strategies
TopShop uses various promotional strategies
student discount
style advisers
videos and podcast on their blog and site
The marketing focuses on their celebrity collaborations
Kate Moss
Stella Vine
Celia Birtwell
Miu Miu
many more...
Conclusion
The British multinational retail Topshop is a continuously growing brand, that has made its success on bringing the runway to life for young adult professionals. The effortlessly spread British style without being overbearing. With their social media presence and strong understanding of their demographic the brand will continue to have great success globally
Merchandising Strategies
Merchandising
Merchandise Admin Assistant > Assistant Merchandiser > Merchandiser/Senior Merchandiser > Merchandising Manager/Head of Merchandising > Merchandising Director
30,000/yr
Top Competitors
• Top Competitors
H&M
Zara
French Connection
Gap

Merchandising
Topshops's principle products are fashion clothing, shoes, make up and accessories.

Visual merchandising varies from city and store. Sales floors are rearranged nearly everyday depending on sales and deliveries. Mannequins vary from city and store as well, they wear made to order wigs as well as makeup inspired by seasonal trends

Topshop offers a large variety of products and services to accommodate their diverse audience

Topshop lines include:
• Mainline – their most popular with lower price point
• Premium - items made of higher quality and detail at their highest price point scale
• Boutique
• Unique

Topshop Services include:
• Style advising
• Topshop To Go
• Topshop Express
Merchandisers are expected to analyze sales patterns and trends to maximize profit opportunities
allocate new stock lines to stores
monitor performance of lines
Finance Analyst
The finance department manages budgets so that the brand remains successful and profitable
Develop budgets and plans for retail marketing and merchandising costs
Forecasting
Weekly and monthly trading reports
Analysis of trends so to react proactively
Finance Analyst > Finance Manager > Senior Finance Manager > Finance Controller > Finance Director
$38,000/yr
Designer are the heart of the brand's identity and functionality
Identify trends and translate them into looks and designs that fit their customer
Specialize in product, fabric, and print
Work closely with buyers to determine the season's must-have items and price points that will set the company apart
Design Assistant > Assistant Designer > Designer/Senior Designer > Design Manager > Design Director > Head of Design
$44,000/yr
References
As Topshop expands its newer stores are modeled off of its flagship store
This store is separated into 3 floors of affordable fashion, new designers, and catwalk inspired looks and accessories
To attract the young trendy shopper the store is often bright and loud with many visuals that reflect runway looks and current trends


216 Oxford Street, London
The TopShop Careers site as well as the Arcadia group career site are very useful for prospective employees
Careers
Design
Benefits
Staff discount -
all employees are entitled to a discount of 25% across all Arcadia Group merchandise and 20% with the sister company BHS
Business Wear Allowance
- issued quarterly up to a value of $2,414 a year
Bonus -
paid annually, employees can be entitled to a discretionary bonus from between 10% - 30% dependent upon Brand performance, level and role
Holiday Entitlement
- Starting from 22 days' holiday and increasing after 5 years' service.
Pension -
We offer a competitive stakeholder pension upon joining the business.
Flexible Reward
- Grade 5 Head Office (Management level employees) and upwards are entitled to an additional sum of money for a variety of benefits, including Private Medical Insurance, Dental Cover, Optical Cover, for you and your family.
Their website features a live broadcast of the runway at London fashion week
Fashion Week
The site allowed shoppers to purchase looks right off the runway
Social Media
TopShop has a large social media presence which includes Facebook, Twitter, Blog, Pinterest

Christmas 2013 Gift Guide
To generate hype for the opening of the NYC store a TopShop Icecream truck gave away free goodies throughout the city
NYC Store
Styling
Works Cited
ELIZABETH DARBY. (n.d.). ELIZABETH DARBY. Retrieved November 21, 2013, from http://lizziesarahdarby.wordpress.com/2013/04/16/case-study-how-is-visual-merchandising-used-to-increase-sales-in-river-island-milton-keynes/

Graduate Roles. (n.d.). / Arcadia Group. Retrieved November 17, 2013, from http://www.arcadiagroup.co.uk/careers/opportunities/graduates-1/Graduate-Roles

Retail merchandiser: Job description. (n.d.). | Prospects.ac.uk. Retrieved November 21, 2013, from http://www.prospects.ac.uk/retail_merchandiser_job_description.htm

Retail merchandiser: Job description. (n.d.). | Prospects.ac.uk. Retrieved November 21, 2013, from http://www.prospects.ac.uk/retail_merchandiser_job_description.htm

Welcome to Topshop Topman Careers Website.... (n.d.). Topshop Topman Careers. Retrieved November 17, 2013, from http://www.topman.com/careers/index.html



The in store stylist help push products and trends
Its popularity with celebrities for red carpet event creates and exclusive appeal
Styling
Topshop headquarters is located in the Colegrave House on 70 Berners St London, United Kingdom.

Its main flagship is located in London’s Oxford Circus and is better known as 216 Oxford Street which is the name adopted in 19. It receives around 250,000 guests every week

The first flagship outside of Britain is on Broadway in SoHo, New York City. Another major location is in Liverpool, England located in Liverpool One. The third largest Topshop is located in Briggate, Leeds.
Location
London Fashion
United Kingdom: Over 300
Russia:22
France:1
Ireland:16
Philippines:11
Israel:9
Singapore:9
Denmark:8
Malaysia:8
Mexico:1
Saudi Arabia:8
UAE:6
Chile:7
Indonesia:5
Japan:5
Croatia:4
Cyprus:4
Sweden:4
Canada:5
Kuwait:3
Spain:3
Thailand:3
US: 4
Australia:4
Iceland:2
Qatar:2
Sovenia:2
South Africa: 3
Bahamas: 1
Brazil: 2
China:1
Czech Republic:1
Gibraltar:1
Hong Kong:1
Kazakhatan:2
Lebanon:2
Poland:1
Ukraine:2



During London Fashion week TOPSHOP debuts their fall collection. Customers were able to purchase looks while the show was live broadcast on their website.
Merchandising
30,000/yr
Merchandise Admin Assistant> Assistant Merchandiser>Senior Merchandiser> Head of Dept> Director of Merchandising
Merchandisers are expected to analyze sales patterns and trends to maximize sales opportunities for the company
Allocate new stock lines
Monitor performance of lines
Full transcript