Jennifer McKendrick & Emma Lees

Background Topshop was established in 1964 within a Sheffield department store called Peter Robinson, however, a year later, the same store allocated Topshop space in the basement of its Oxford Circus store in London. In 1974, Topshop was taken out of Peter Robinson and set up as a standalone retailer. When Jane Shepherdson became Brand Director in 1999 her vision was to establish the brand as a fashion authority.

Topshop was established in 1964

within a Sheffield department store

called Peter Robinson, however, a year

later, the same store allocated Topshop

space in the basement of its Oxford Circus store in London. In 1974, Topshop was taken out of Peter Robinson and set up as a standalone retailer.

When Jane Shepherdson became Brand Director in 1999 her vision was to establish the brand as a fashion authority.

Purpose Topshop was established with the intention to fill a gap in the market for ‘purse friendly’ high fashion clothing. Topshop attracts women from their teens to the 40s

Topshop was established with the intention to fill a gap in the market for ‘purse friendly’ high fashion clothing. Topshop attracts women from their teens to the 40s

Management Managers can enter without any qualifications, but require experience in management. For entry into the training programme, 2 A levels are required. The managers in each individual store are responsible for the smooth running and control of the shop. Store managers are responsible for each individual store and area managers control the work of each store manager in their area.

Managers can enter without any qualifications, but require experience in management. For entry into the training programme, 2 A levels are required. The managers in each individual store are responsible for the smooth running and control of the shop. Store managers are responsible for each individual store and area managers control the work of each store manager in their area.

Size Topshop has gone on to become one of fashion's major success stories with over 309 fashion stores nationwide, including the world's largest fashion store at Oxford Circus, which attracts over 200,000 shoppers each week. Several branches of Topshop can be found outside the U.K, most notably in the Republic of Ireland, Gibraltar, Japan, Malaysia, Indonesia, Singapore and the Philippines. The chain also includes stores in Iceland, Sweden, Spain, Croatia, Slovenia, Russia, Austria, Turkey and the United Arab Emirates.

Topshop has gone on to become one of fashion's major success stories with over 309 fashion stores nationwide, including the world's largest fashion store at Oxford Circus, which attracts over 200,000 shoppers each week. Several branches of Topshop can be found outside the U.K, most notably in the Republic of Ireland, Gibraltar, Japan, Malaysia, Indonesia, Singapore and the Philippines. The chain also includes stores in Iceland, Sweden, Spain, Croatia, Slovenia, Russia, Austria, Turkey and the United Arab Emirates.

Employees Each topshop store employs around 30 workers. Depending on the size and location of the store. Workers include management, retailing, merchandising and sale advisers. In the UK topshop has around 9,000 employees.

Each topshop store employs around 30 workers. Depending on the size and location of the store. Workers include management, retailing, merchandising and sale advisers. In the UK topshop has around 9,000 employees.

Finance TopShop as a company is one of the leading stores in the U.K and as a result of this they are bringing in an annual profit. This is due to the increase in popularity of the store and affordable fashion items available for everyone. They have also recently expanded the range of merchandise available, opening the market to men (topman) and children (mini topshop).

TopShop as a company is one of the leading stores in the U.K and as a result of this they are bringing in an annual profit. This is due to the increase in popularity of the store and affordable fashion items available for everyone. They have also recently expanded the range of merchandise available, opening the market to men (topman) and children (mini topshop).

Marketing Topshop has a wide based market due to its numerous stores worldwide. Its advertising is increased through labels such as ‘Kate Moss at Topshop’, Celia Birtwell, Realitees and Christian Joy. They also are the only high street brand to have a collection shown on catwalk at the London fashion week.

Topshop has a wide based market due to its numerous stores worldwide. Its advertising is increased through labels such as ‘Kate Moss at Topshop’, Celia Birtwell, Realitees and Christian Joy. They also are the only high street brand to have a collection shown on catwalk at the London fashion week.

Pressures Affordable high street fashion is a very competitive market. Some of Topshop’s main competitors are H&M, French Connection and Zara. When Topshop first began in 1964, it was seen as unfashionable and had a limited range of merchandise. Topshop did not become successful until it’s takeover in 1999.

Affordable high street fashion is a very competitive market. Some of Topshop’s main competitors are H&M, French Connection and Zara. When Topshop first began in 1964, it was seen as unfashionable and had a limited range of merchandise. Topshop did not become successful until it’s takeover in 1999.

Evaluation Overall, Topshop is a very successful and continuously growing company. It has managed to sustain its reputation within an ever changing fashion market. By expanding and opening new ranges (eg. Topman), Topshop has given men the choice of fashionable, good quality clothing. Although Topshop has high competition from other retail stores, it has managed to keep a high income.

Overall, Topshop is a very successful and continuously growing company. It has managed to sustain its reputation within an ever changing fashion market. By expanding and opening new ranges (eg. Topman), Topshop has given men the choice of fashionable, good quality clothing. Although Topshop has high competition from other retail stores, it has managed to keep a high income.