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Product
Product
WHY TOPSHOP?
Topshop is a pioneer brand of the British high street
landscape since 1964, year of its founding. Ever since,
Topshop has been renowned for its influence over the
UK fast fashion culture. While Topshop was commonly
perceived as a tacky brand until the 1990’s, thanks
to drastic management measures (*5), the brand has
grown to become a highly popular retailer within the
high street and high-end fashion markets. Nowadays,
Topshop – partially owned by the Arcadia group (6*)
– holds stores internationally and stands as a leading
name for trendy yet affordable fashion in the UK.
28%
4. Target audience
2. RETAIL PIONEER
1. STRONG F
AN BASE
Topshop can rely on strong and established loyalty
amongst young adult fashion consumers. The retailer
stands second in line, after Primark, to the title of leading high street retailer for the 16-24 age group (7*). A
survey conducted within that segment of the population
enlightened the strong fidelity that links Topshop with its
young clients as it appears, 78% consider themselves as
Topshop consumers and 28% of them shop as often as
every month at the retailer (8*).
The brand’s large store presence across the United
Kingdom (*9) ensures Topshop a leading spot within
the country’s fashion culture. Whether clients or not to
the brand, everyone across the UK know what Topshop stands for. It has grown to become an icon of
British culture on its own.
Topshop’s product offer is varied and designed to please as
many consumers from as many backgrounds as possible.
Nevertheless, Topshop marketing primarily target the youth
in search for up do date affordable fashion and the 16-24
age group, particularly female, appears to be Topshop principal target. In recent year the brand’s popularity also significantly increased amongst the 25-34 age group (10*).
3. NO STORE IN COVENT GARDEN
of the 16-24
shop at Topshop once a
month
‘
Topshop is bot currently implanted in Covent Garden. The
closest brand’s branch is located on the Strand, south of
Covent Garden. Topshop’s arrival in the neighbourhood has
been hinted several times in 2013 yet is still to happen. The
Topshop Village will represent an o