October 24, 2017 Communication

Strengths Topshop being a popular brand never fails to have the latest styles and fashion trends. It not only has a large variety of mens and womens clothes it also has adjoined and opened other stores which target different age groups and styles. Topshop has been linked with major designers and celebrities like Kate Moss who has further helped promote the brand and its quality. Weaknesses Although aimed at a younger target market Topshop is said to be slightly higher priced than the average young person can afford. Their quality may not always be to the standard of the consumers desire.

Opportunities Topshop is a powerful and strong brand which is able to further expand in their branch locations nationally and stores internationally. They can always continue to expand their range of products, perhaps offering even more cosmetics or even branching into a stationary line if they felt the need. Further promotions and sales would never fail in attracting loyal and even new clients. Threats The company has many competitors with a high range of similar clothing available for the same age group, consumers have a large variety of shops to hoose from. Consumers may feel obliged to go for knock offs or cheaper brand stores, should they feel the price is just too high. Having the store in so many locations could drive the buyer away as it is overwhelming and in too many areas in too close proximities. Ethical Issues Topshop has made several breakthroughs and has been able to spread some awareness of current global issues. The company has made a standpoint against fur trade and taken great efforts to stop using fur.

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They announced that none of their products contain nor will be produced with real animal fur as a way to make their mark and help the protection of animals while supporting the PETA foundation. Topshop were also a big part of MADE, which is a major jewelry company who send designs to Africa and local craft people make the jewelry which is then sold back in Europe to promote awareness and raise money for Africa. They have also been involved with several other charitable events and are a strong supporter for breast cancer and children’s foundations.

A major demonstration was held in their main store in Oxford Street London, where people were able to realize to seriousness of the issue. This helped bring awareness not only to the consumers but passers by as well, which in this generation may have been overlooked by some. They continue to promote using alternative textiles to real animal fur however despite these efforts including only using pure organic cottons for their garments, Topshop have also faced accusation of using Asian slave laborers in the production line. Competitors Perceptual Mapping Expensive Distinguished ConservativeSporty Practical

Affordable Strategies of Competitive Advantage Location With hundreds of stores globally in over 33 different countries, topshop is a well branched ever growing business. Strategic locations of each store are clearly notable, with most of its stores in Singapore being placed on the ground (first) floor or near public transport such as mrt’s, and buses – which is greatly used by the younger population. Allowing for a great competitive advantage of drawing in their clients. Store Locations in Singapore include; Ion Mall Topshop, 2 Orchard Turn ,B2 – 01 Ion Orchard ,238801 ,Singapore Tel: 0065 6509 8602

Marina Square Topshop, 6 Raffles Boulevard ,02-109/111/112 ,Marina Square ,039594 ,Singapore Tel: 0065 6837 3878 Raffles City Topshop, 252 North Bridge Road ,02 – 39 Raffles City ,179101 ,Singapore Tel: 0065 6334 2808 Seiyu Bugis Junction Topshop, 230 Victoria Street ,22/01/2029 ,Bhg Bugis Junction ,188024 ,Singapore Tel: 0065 6238 7927 Singapore Knightsbridge Topshop, 270 Orchard Road ,#01-05/06 Knightsbridge ,238857 ,Singapore Tel: 0065 6733 8912 Tampines Mall Topshop, 10 Tampines Central 1 ,02 – 16 Tampines One ,529536 ,Singapore Tel: 0065 6587 0071 Vivo City Mall

Topshop, 1 Harbourfront Walk ,01/01/1972 ,Vivo City ,098585 ,Singapore Tel: 0065 6273 9261 Merchandise Mainly based around modern fashion trends for both men and women, topshop also offers lounge/sleepwear a variety of jewelry, accessories, handbags and in some outlets cosmetics as well as stationary. Since Topshop caters for everyday, business and eveningwear this allows the consumer to have a wide selection of clothes and accessories which gives them a good buying experience all in the one store. Price As prices start from mid to high range, Topshop is targeted to the wealthier outh or young business women audience. As simple t-shirts and tanks start at $30-40 and sweaters dresses can range from $80 – $150 it can be slightly pricey for average consumer, who could feel obliged to shop somewhere else. Service Service in Topshop is relatively good, with sufficient staff in each outlet ready to assist you with everything you should need. There are always enough cashiers so you don’t have to wait long for a payment and staff normally help take your clothes to the fitting room, so you can still conveniently look around.

Communication Topshops vast amount of stores allows it to be a well known brand that most people would encounter on several occasions during their lifetime. This allows it to be easier for promotional purposes, with its billboards, advertisements and flashy bold front store name/logo. Popular among youth store sales and in store promotions are never missed with its ability to advertise in the newspaper or nearby street, if there is a sale at Topshop its bound to bring most young consumers to have a look whether they normally shop there or not.

Bibliography http://www. fuk. co. uk/blog/marian/ethical_evolution_topshop http://ethicalfashionista. blogspot. com/2007/08/topshop-uses-slave-labour-to-create_13. html http://www. topshop. com/webapp/wcs/stores/servlet/CatalogNavigationSearchResultCmd? catalogId=33057&storeId=12556&langId=-1&viewAllFlag=false&categoryId=302995&interstitial=true&intcmpid=W_SUPERCAT_CLOTHING_UK_WK51_FIRST_LOOK ———————– Guccie Armani Exchange Guess Topshop ZARA Forever 21 Esprit Fox


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