Topshop is a British fashion retailer owned by Arcadia Group. It operates over 500 stores across 40 countries, selling women's, men's, and children's clothing and accessories. Topshop has been successful due to its fast fashion model, affordable price points between £25-£100, and strategic use of social media, celebrity partnerships, and events to engage customers. Key competitors include H&M and Forever 21.

2. TOPSHOP is a fashion retailer for women's
clothing with the extra Topmen that sells
clothes for men only
Owned by Arcadia Group
$224 million profit (2014)
$585,373 net worth (2014)
Price rage-￡25~￡100
VISION AND MISSION

3. 14 in
Canada
85 in
U.S.A
Founded in Sheffield
England 1964
68
in EU
68 in
Asia
6
in Africa
9 in
Aus
20 in
South
Africa
LOCATION
Including store numbers

4. TARGET MARKET
15-30 AGE WOMEN
WOMENSWEAR
MENSWEAR
CHILDRENSWEAR
15.7%
51.8%
32.5%

5. PRODUCTS& SERVICES
A variety of lines
Most popular
Mainline Premium
Good quality
Boutique
Modern & Luxurious
Unique
High-end & Edgy

6. PRODUCTS& SERVICES
STYLE ADVISOR SERVICE
a personal stylist assist customers in an individual dressing room
A SPECIAL TWITTER ACCOUNT FOR CUSTOMER SERVICE
DELIVERY SERVICE
Topshop to Go
Topshop Express
CUSTOMER

7. EXCELLENT IN-STORE SERVICES
Free in-store Wi-Fi
FLEXIBLE SHIPPING SERVICES
Shipping products to over 100 countries around the world
GOOD VISUAL MERCHANDISING
Matching items are put together in stores to increase sales
STUDENT-FRIENDLY DISCOUNT
Offering 10% discounts for students with NUS cards all year
COLLABORATION WITH CELEBRITIES OR HIGH-PROFILE MODELS
TO INCREASE MEDIA ATTENTION
Kate Moss and Cara Delevingne Collections
STRATEGY & STRENGTH

8. TOPSHOP WEBSITE EARNINGS AND TRAFFIC
TOPSHOP WEBSITE TOP VISITORS BY COUNTRY
School
Work
Home
0 5 10
England
U.S
France
Germany
32.40%
31.20%
3.50%
3.90%
TOPSHOP.COM ATTRACTS
1.9 MILLION USERS PER WEEK
TOPSHOP WEBSITE EARNINGS (USD)
Purchase/Sale Value $2,224,910
Monthly Revenue $185,531
Yearly Revenue $2,224,900
Popular in Manchester & Liverpool
Browsing location

9. MARKETING STRATEGIES
CHARITY INVOLVEMENT
FASHION TARGET BREAST CANCER
Creating exclusive products yearly to support breast
cancer patients
TEENAGE CANCER TRUST
Hosting a summer bandstand to recover from cancer
or its treatment
AGE UK
Helping the elderly in the UK, for example,
mobile soup kitchen
EVENT MARKETING

10. SHELTERBOX
Creating bracelets to raise funds for emergency disasters or crucial
supplies around the world
MARKETING STRATEGIES
EVENT MARKETING

11. LIVE FASHION SHOW :(ATTRACTED 2 MILLION VIEWERS )
"Shoot the Show" feature let viewers to watch fashion show online and purchase
the clothes (including makeup) that worn by models on catwalk
Twitter users could win the VIP tickets to the next fashion show by tweeting about
the collections
MARKETING STRATEGIES
EVENT MARKETING

12. TOPSHOP & LONDON FASHION WEEK
TOPSHOP & London Fashion Week
Using Twitter to live-tweet the collections
Outdoor digital billboard, connecting with twitter, making products visible
Transform High fashion clothes into shoppable products
First brand to use real-time trends to promote their products outdoor

13. TOPSHOP & LONDON FASHION WEEK
Google+ activities compared to pre-London Fashion week
Google+ Facebook Twitter
Google+ posts Comments Shares
400,000 times 275% per day340% per day
17,000 Likes 12,000 Followers300,000 Followers
Attracted 4 million viewers across a multitude of platforms (2013)
Collaborating with Google+ hangout , allow users to see real-time show,
including backstage and behind-the-scene
A hangout app enabled users to pick and choose their favorite items and
share them with friends on Google+

14. MARKETING STRATEGIES
TOPSHOP relies on social media and technology ,(especially Twitter)
to promote their products
TOPSHOP makes fashion goes digital (CNN)
Digital Marketing

15. MARKETING STRATEGIES
Channels
STORES WEBSITES APP
Using QR codes as one channel for their communication
strategies to create both good customer relationships and
engagement in the brand

16. create an interactive experience. Increase purchases by offering
customers advice e and recommendations about items that go
with their selected outfits
"GET THE LOOK" Feature on the website
WEBSITE SPECIAL FEATURE

17. Live tweeting Topshop related events
Attracting users to Topshop.com
Posting pictures of celebrities wearing their new products
Providing makeup tutorials
MARKETING STRATEGIES
Digital Marketing

18. Store number
500 stores in
40 countries
326 stores in
19 countries
3,700 stores in
61 countries
Average price
(USD) $47 $37 $21
Profit
(USD) $224 million $226 million $423 million
Net worth
(USD) $585 million $543 million $423 million
Target market
15-30
Women
18-35
Women&Men
20 -40
Women& Men
Majority of the
website visitors'
location
Manchester &
Liverpool
Liverpool
New York &
Maryland
COMPETITORS

19. TOPSHOP
A strong color palette of red
blue, white and black
COMPETITORS
SS15 COLOR PALETTE COMPARISON

20. H&M
Gray-scale color palette
COMPETITORS
SS15 COLOR PALETTE COMPARISON

21. RIVER ISLAND
Pastel and yellow color palette
COMPETITORS
SS15 COLOR PALETTE COMPARISON

22. ACHIVEMENTS
Heavy Internet Traffic:
In Canada, Topshop created regional social media
Twitter, Facebook, YouTube, Google Ads for Canada only
-Resulting in high online visitors
Biggest sponsor of young fashion designers in the industry
Glamour : 'The most Glamorous place to shop on the High Street'
(2001-2002)
The Face: 'Best Stores' in the World 2003
Sells 40,000 classic vests in an average week, average 6,000 pairs
of jeans a day

23. Problem Not affordable
Website is not easy
to navigate
Suggestion Cost reduction
Make items more
"user-friendly"
Execution
Cut down the number of
lights used in their stores
Add magnify glass"
button besides each item
"
SUGGESTIONS

24. Problem
Use controversial ill-looking,
unhealthy mannequins in stores Overseas market needed
Suggestion
Provide different sizes of
mannequins
Gain global recognition
Execution
Have a different section for
larger people, for example,
Topshop plus
SUGGESTIONS
1. Affiliated in another store, for
instance, Brandy Melville's
products are available in Pacsun
2. Use vertical integration like Zara.
For example, when opening a
store in France,Zara sought
French management who would
better understand the demands
of the target market