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Topshop Presentation 4.23.10

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  • Arcadia owns a number of other well-known retail outlets including Burton, Dorothy Perkins, Miss Selfridge and Wallis.
  • Transcript

    • 1. Topshop andDowntown Boston
      A Statistical Analysis of the prospect of opening a Topshop retail store in downtown Boston.
    • 2. What is Topshop?
      Topshop is a chain of retail clothing stores
      Mainly known for its women's clothing
      Operates in more than 20 countries.
      Separate men’s store called Topman that was created in the late 1970s
      Owned by Arcadia Group
      Its primary sales come from clothing and fashion accessories
      Also produces significant online sales .
    • 3. What we need to know.
      More about consumer purchase decision
      If there is significant demand for a Topshop retail store in downtown Boston
      How local consumers feel about European fashion and products
      How the current consumer market feels about shopping on a personal level
      Where do current consumers shop?
      How consumers feel about Topshop coming to Boston
    • 4. Presentation Points…Significant Results
      Purchase Decisions
      Style
      Celebrity Endorsement
      Popularity
      European Roots
      Interesting Correlations in Participants’ Responses regarding Purchase Decisions
      Style and Celebrity Endorsement
      Style and Topshop Support
      Celebrity Endorsement and Popularity
      Consumer Behaviors/Attitudes
      Clothes and Social Status
      Topshop Support
      G
    • 5. What we did. Methodology…
      4 page Questionnaire (56 variables)
      Distributed to 27 participants
      Ranged in age from 18-24
      Emerson College taking Paul Hackett’s courses
      Downside
      We only tested a small sample that did not represent the actual market population
    • 6. Purchase Decisions
      Style
      Celebrity Endorsement
      Popularity
      European Roots
    • 7. Style as a Factor in Making a Purchase Decision
      The majority of participants either agreed or strongly agreed that style was an important factor when making a purchase decision
      Only a small percentage of participants disagree that style is important
    • 8. Celebrity Endorsement as a Factor in Making a Purchase Decision
      Majority of participants expressed that celebrity endorsement was not important in making a purchase decision
      Marketing to Boston consumers means little or no celebrity endorsement
    • 9. Popularity as a Factor in Making a Purchase Decision
      78% of participants either agreed or were neutral when prompted about popularity
      Only 19% of participants disagreed that popularity was a factor in making a purchase decision
    • 10. European Roots as a Factor in Making A Purchase Decision
      No participants disagree that European roots are not a factor in making a purchase
      Majority of participants agreed that European Roots are a factor in making a purchase
    • 11. Review… Purchase Decision Factors
    • 12. Interesting Correlations in Participants’ Responses regarding Purchase Decisions
      Style and Celebrity Endorsement
      Style and Topshop Support
      Celebrity Endorsement and Popularity
    • 13. Correlation between Style and Celebrity Endorsement
      Majority of participants who either are Style advocates or are neutral on the subject think celebrity endorsement is not important
      Only 11% of participants thought celebrity endorsement was important AND agreed that style is important
      Despite the target market being style advocates, it appears celebrity endorsement is not necessary to market to people who agree with style
    • 14. Correlations between Style and Topshop Support from Participants
      Strong correlation between agreement in style and positive opinions towards bringing Topshop to Boston
      The majority of those who did not think Topshop would work in the Boston, also did not agree that style is important in making a purchase decision
      There were some participants who did not agree with style but said Topshop would work, as there were those who did agree with style that did not think it would work
    • 15. Correlation Between Celebrity Endorsement and Popularity
      The majority of participants who found celebrity endorsement neutral or unimportant also found popularity to be a moderately important factor in making a purchase decision
      Celebrity Endorsement and Popularity are both relatively useless as marketing strategies in the current market based on statistical data.
      …But data is inaccurate.
      Bottom Line
    • 16. Consumer Behavior/Attitudes
      Clothes and Social Status
      Topshop Support
    • 17. Do you think Topshop will be good in Boston?
      48% of participants answered yes, with 26% both no and undecided.
      There are some interesting correlations between other variables and this one
    • 18. Clothes as Signs of Social Status
      82% of participants responded that clothes represent social status some of the time or definitely do (all the time)
      18% responded either does not or definitely does not
      This information may be valuable for marketing purposes regarding how to position Topshop as a brand in the current consumer market
      It would mean that Topshop would have to be seen as clothes that do not represent status in order to appeal to a wider audience of potential consumers

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