46
Product
Product
The winning
formula
SPEED
Adaptability
Accessibility
While marketing has proven to play an important role
in the establishment of Topshop as a leader of the
high street sector, the range of products sold in store
still play the centre role in its current success.
Over the years, Topshop extended its portfolio of products beyond
clothing goods to introduce new products ranging from footwear and
accessories to cosmetic products. Such direction in the product offer
strategy has enabled Topshop to introduce the brand identity within
different aspects of its consumers’ lives.
Topshop proves to successfully follow trends in consumer consumption and adapts its offer accordingly. Recent research in consumerism
has shown a growing trend for mixing clothing from different price level
especially amongst youngsters.
‘
“Young Consumers reall like the
y
idea of mixing a v
ariety of price
points”
‘
‘We ha al ys prided oursel
ve wa
ves on being first
to market with the latest trends and product
innov
ation.’
’
Sir Philip Green to Elle UK
’
Robert Burke to Times magazine
As an answer to such evolution in fashion consumption, Topshop has
been adapting its in-store offer:
47
‘
“ We can sell twofor-$18 jerseys and a
$500 dress within 15
feet of each other.
That’s the secret. We
ha something for
ve
everyone.”
’
Sir Phillip Green to WGSN
Finally, Topshop extreme focus on fast-fashion production has established it as one of the most competitive brand in the field of speedy
manufacturing. Currently, Topshop can stock a product in store within
two weeks of its order from manufacturers. (*11). The brand highly
contributed to the evolution in fashion consumption since 1964.