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Appendix
Appendix
tube account summarized the story of the campaign and the different interactive platforms that viewers would encounter during the live stream.
In store experience Be the Model
To support the digital campaign as well as attract awareness to it, physical installation were set up in Topshop Flagship store. Utilizing a digital
photo booth, visitors of the store were encouraged to digitally “try on”
Topshop clothes. The photo session was transformed into an animated
Gif user could share via their social media account, therefore increasing
awareness to the event.
Figure 8 - Question 4: How often do you shop at Topshop?
Figure 6 : Mintel report Youth Fashion. Most popular brands for the 1524 age group
8* The event field survey also considered the responder link and
attitude towards Topshop as a brand. It appears, that 78 % of the
surveyed self-proclaim themselves customer of the brand.
9* over 300, according to the Arcadia group.
10* Young fashion retailers such as Topshop/Topman, River Island,
H&M and New Look have also grown in popularity among 25-34s, as
their core customer base of under-25s are currently feeling the most financial pressures due to high youth unemployment and rising university
fees.
Mintel report for Fashion retail 2013
11. “While traditional clothing retailers might take six weeks to get a design to slaes floor, Topshop’s trucks are delivering new pullovers to its
outlets usually just two weeks after supplier received the order”
Adam Smith Times magazine 2007
Figure 7 - Question 3: Are you a Topshop customer?
Moreover, strong loyalty was highlighted amongst Topshop consumers as it appears 29% of them shop at the retailer as often
as every month at equal balance with the 29% for the “Couples
times a year” answer. Those findings prove the strong loyalty relationship that links the brand and its customers. Topshop does
not appear as an occasional brand to shop at but more as a shop
they will regularly visit and shop at on a recurring basis.
12. According to Stickyeyes report, Topshop stands 2nd as most engaging digital brands. The results emerges from a research gathering data
from across all media platforms Topshop is officially represented as well
as the number of interactions the brand has generated within its public