TopShop - The Marketing Story

TopShop - The Marketing Story  Essay example
Undergraduate
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Marketing
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Fashion customers are ever demanding for something new, original and creative for a marketer it is very tough and demanding to provide for. TopShop a leading UK chain of fashion clothing and accessories which caters for this need for the highly fashion conscious market…

Introduction

Fashion customers are ever demanding for something new, original and creative for a marketer it is very tough and demanding to provide for. TopShop a leading UK chain of fashion clothing and accessories which caters for this need for the highly fashion conscious market. This store has risen to cult status and is one leading brand name in high street fashion. What makes TopShop click? TopShop implements aggressive marketing strategies. It is constantly there in the minds of people. The positioning is extremely strong. Marketing strategies have to be designed and modified according to the market conditions.This is required for the success of the strategies. We are going to analyse the designing and implementation of various marketing strategies as per the changing external environment. Let us look into history of TopShop. TopShop was launched in 1964. It is a branch of Arcadia group. It started with a concept of high end fashion. Today TopShop doesn’t attract only high end shoppers. It is a fashion destination for ramp and catwalk fashion seekers as well. It is an excellent example of high end meets catwalk. The flagship store is located at oxford circus with a whopping 90,000 square feet area where the daily footfall is 200 000 and more customers and almost more than half of them shop something or the other in the other. Marketing Strategies implemented by TopShop: 1. Logic of high end meets catwalk: Catwalk fashion is inaccessible, not wearable and expensive for a common fashion seeker. ...
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