Topshop focuses on quality clothing for women ages 20-35 in well-paid jobs, emphasizing trends over price. Their advertisements portray an image of sophisticated, high-demand fashion through attractive photography and minimalist logos. Primark sells similar clothing at extremely low prices due to unfair labor practices. Their advertisements emphasize low prices over quality through plain photography, young models, and prominently displayed costs. While Primark clothing is known to be of poor quality and not last long, consumers continue shopping there for affordable fashion.

1. Marketing and PR
Task 4

3. Quality
Quality top shop
Topshop has always focused on quality of clothing. The
prices aren't really an issue for the demographic profile
that purchase clothes from the store, which vary between
women of ages such as 20-35 years old in stable well paid
jobs. Top shop also focuses on key aspects for the likes of
high trends meaning high prices. They advert here does
not include any kind of price available for consumers, it
portrays the visibility factors as a way of attracting buyers.
The images of the merchandised clothes suggests that
using attractive clothing techniques persuades and reels
people in to buying. The photography used changes in the
expression of the seasons changing. On this particular
advert there are two beautiful models wearing summery
topshop clothing. They are in the scenery of greenery and
plants emphasizing the fact that the season is summer.
Their sweet, simple and sophisticated logo has been
placed in the center of the image in a thin silver font
creating the over all look that suggests a high demand and
extreme quality for the brand.
Quality Primark
Primark is a high street store that is extremely popular all over Britain. Even without advertising Primark
will always have a good outcome in sales and profit. The store sells clothes similar to the ones sold in
stores like topshop, but the quality is not great. In recent years articles and researches have come to
find that Primark retailers are using unfair trade and child labor in other regains. This is not illegal
however this is how Primark can sell their products at an extremely cheap price. The advert I have
included focuses on price and not so much quality. I know from experience that clothing bought from
Primark has not lasted very long, the seams would also rip as they were not made by a good quality
clothing company. Although consumers have knowledge of this, they still seem to purchase their
clothes from Primark.

4. Image
Image - topshop
The imagery topshop have used throughout all of their adverts
are very attractive. The company pays a lot of money for good
photography. The advert works on creating a fashionable image
of high demand clothing and ethics of the demographic. The
organization of the make up, hair and outfits that are shown all
portray the medias way to look, which in most cases many
people want to achieve. The imagery creates the sense of
formality and sophistication, connoting that someone is going to
buy the products if they look good, which in theory and
calculations they do. The advertisement for top shop interprets
the image of the brand as a whole. The brand is demanding and
without little to no staff customer service in the store the clothes
are still manageable to sell, and well. The process of the
advertisement has had some careful thought into how they can
make the clothing look the best they possible can, using
different contrasts between the colours, textures and
backgrounds.
Image - Primark
Primark image is very plain and simple. The blue background
is used to make it bold and stand out to the Punic. The models
used a quite young, which suggests the demographic profile
of younger people who don't earn a lot of money, or none at
all. The models are wearing as much clothing as possible
suggesting Primark's advertising technique is to show the
public as many products they sell as possible. The colour of
the text against the background is childish and tacky. It also
includes a price which shows that primark focuses on price
rather then quality, the sole reason why people purchase their
clothes is because they are cheap. The way in which the
clothing has been merchandised looks as if it has not been
done professionally and a sales assistant has just chucked
them all together. You can easily tell that primark have spent
very little money on advertising. The photographs quality is
not of a high standard like Topshop and as you can tell it has
been processed in a studio with very little imagination or flare.

5. Price
Price - topshop
The prices on the high street vary but top shop is one
of the more upmarket stores where products are a little
more pricey. The jersey section that top shop have in
stores is the cheapest where the items vary from 10-25
pounds for a plain t shirt or jumper. Around the store
items can be as expensive as 150 pounds
(dresses, shoes and coats). The prices of items are of
this high due to their standard and reputation they
want to keep going. Topshop know that what ever price
they put their clothes at people are still going to buy
them due to the fashionable styles and forever
changing trends that they keep up with sufficiently and
quickly. The advert focuses on quality rather than
price, as you can see there is no price shown anywhere
on the advert which creates the sense of higher
pricing.
Price - Primark
Primark's prices are extremely cheap and the store sells some
of the most cheapest products. The advert focuses on price
rather than quality, which is there unique selling point. It is a
marketing tool to draw in the attention and impress the
audience, which will draw people in to buying the products. The
demographic of Primark are only going to be interested in
something that is not of a high price. If I see something in
Primark I think I like, I will automatically just go and buy it
knowing that the price is not going to be high. The downside is
that I always end up not liking it for what ever reasons and
always return the product. This happens persistently due to me
buying it just because its affordable.

6. Value
Value - topshop
Top shop is style setter loving everything fashion with no bounds.
Top shop does not focus on value for money as much as primark
does. The store settles on making the best possible products for
fashionistas with good quality materials and style. The value of top
shop previously stated under ‘price’ offer a wide range of prices to
fit all needs of customers. Although the prices of their products are
more expensive then other high street fashion stores, you are
getting good quality which is what you pay for as well as the labor
of thought and design production teams who have created these
products. In the advert, there are no clues to which top shop have
good value for money. People have mixed opinions on if it is good
for money or not. Personally, I think that some of the products top
shop sells are good value for money and they do last a long time.
The forever changing fashion can sometimes be an effect on
wearing their products after some time but that’s how they increase
sales due to that.
Value – Primark
Primark as a store is all value for money. The prices are
affordable for any kind of person, working or not working.
The demographic profile suggests that the majority of
people who shop there are under 35 years old. The store
includes many aspects as well as clothes, such as home
ware, shoes and bed ware all at a very cheap price. It
makes people think that these kinds of products must not
cost that much to produce. The advert focuses on
value, the images of the models are a lot smaller than the
text which states a price. This suggests that Primark as a
company do not particularly care greatly about their
products but its about getting people through the doors of
the stores to purchase their cheap, badly made items.
The advert focuses on price and value for money using a
clear and simple design and colour style with a clear focus
on the cost of the product. The costing is the biggest aspect
on the poster in a bold blue font which stands out on the
page.

7. Market and Competition
Market - topshop
The market for top shop includes a demographic of people who
earn well to spend well. For example, this will include people
who have full time jobs and have aspirations about fashion and
personal appearance. Someone who looks after themselves
financially and health and beauty. The competition on the high
street up against this company are the likes of river island, urban
outfitters, Zara and miss Selfridges. All these stores have
various things in common such as pricing, what they sell and
customers. Its important for companies to make their products
look appealing to their target audience and customer base.
These stores are always out running each other on personal
preferences for buyers.
Market - Primark
Although Primark is also another retail outlet the store and the
clothing itself differ from Topshop and other high end stores on
the market. Customers that purchase clothes from Primark also
shop in the likes of New Look, H and M and international. These
particular stores are all based around the low prices rather than
the quality of clothing. Although these stores sell similar clothes
to top shop and Zara they are not usually the most trendy.
Occasionally customers with the demographic for Topshop can
find items which they would consider to be a ‘bargain’. For
example I found a coat that I was willing to purchase from River
Island but it was almost £70. The coat was trendy and I noticed
a few people wearing it in the surrounding area. I had a little look
around and managed to find a coat almost identical in New
Look for half the price. Cheaper stores are gaining a larger
customer base and market including people that also shop in the
higher end stores.

8. Primark Adverts

9. Topshop