FIGURE THIRTY SIX- PRIMARY PHOTO
WEAKNESS
Whilst observers analysed
the store in Birmingham, it
was evident to see that the
presentation of the store is
hard to maintain. This may be
due to Topshop being so big
and hectic that the staff are
more customer focussed than
focusing on the store itself. The
clothes were found in incorrect
orders and misplaced on the
floor. It was also found to be
difficult to find staff members
during rush hour; Particularly
when the observer visited
between the hours of 12-1
when lunch breaks commence
and local workers shop in
breaks.
Topshop have been perceived to use poor choice Mannequins as
it sets unrealistic body inspirations for consumers. Specifically
negative for the youth. (Topshop to stop using ‘ridiculous’
mannequins, 2015) A further weakness is the location issues.
River-island and Topshop in Birmingham are next door to each
other and as both brands are popular stores within the mass
market there could be high level of competition. Arguably, when a
consumer can find a pair of jeans for £5.00 cheaper,similar quality
and style they’re more likely to shop elsewhere. (Smithers, 2012)
FIGURE THIRTY SEVEN