Topshop Company Profile
Introduction
Topshop is a one-stop shop for fashion conscious women. It is an innovative, British brand offering a wide product range, that is trend driven at an affordable price. With a target audience of women aged 15 to 30, particularly focusing on students, offering a 10% discount to all students who shop at Topshop.
Topshop are known for their fast fashion, selling trend based pieces at an affordable price, capitalizing on being British and selling the ideology of the British it girl who is unique, stylish and out there. Selling clothing, footwear, jewelry, bags, accessories and make up all under one roof they are seen as more of a lifestyle brand that just a fashion retailer.
Topshop’s mission statement sums this up soundly “Topshop is all about refusing to be pigeonholed. Each customer is an individual and relies on the brand to deliver everything from basics to cutting-edge trends. It’s the brand spectrum of ever-changing collections that keep Topshop ahead of the style game.” (Topshop.co.uk)
Background
Topshop first began in the basement of a Peter Robinson’s Department Store in 1964 by the Arcadia Group (then owned by Montague Burton). It wasn’t until 1974 that Topshop removed itself from the Sheffield owned department store and had its first stand-alone store.
20 years later the oxford circus store was opened, at this point Topshop completely changed their ideology no longer only focusing on competitive pricing but also on becoming a fashion authority, with this came the refurbishment and reopening of the flagship oxford store. This is when Topshop started to become more of what we know it as today. In 2001 they launched their online store as well as joining forces with NEWGEN, where they help up and coming fashion designers by providing them a space to show their catwalk as well as connections with media and funding towards their collection. This partnership with NEWGEN is ongoing and integral to the brand, it gives Topshop
Topshop is a one-stop shop for fashion conscious women. It is an innovative, British brand offering a wide product range, that is trend driven at an affordable price. With a target audience of women aged 15 to 30, particularly focusing on students, offering a 10% discount to all students who shop at Topshop.
Topshop are known for their fast fashion, selling trend based pieces at an affordable price, capitalizing on being British and selling the ideology of the British it girl who is unique, stylish and out there. Selling clothing, footwear, jewelry, bags, accessories and make up all under one roof they are seen as more of a lifestyle brand that just a fashion retailer.
Topshop’s mission statement sums this up soundly “Topshop is all about refusing to be pigeonholed. Each customer is an individual and relies on the brand to deliver everything from basics to cutting-edge trends. It’s the brand spectrum of ever-changing collections that keep Topshop ahead of the style game.” (Topshop.co.uk)
Background
Topshop first began in the basement of a Peter Robinson’s Department Store in 1964 by the Arcadia Group (then owned by Montague Burton). It wasn’t until 1974 that Topshop removed itself from the Sheffield owned department store and had its first stand-alone store.
20 years later the oxford circus store was opened, at this point Topshop completely changed their ideology no longer only focusing on competitive pricing but also on becoming a fashion authority, with this came the refurbishment and reopening of the flagship oxford store. This is when Topshop started to become more of what we know it as today. In 2001 they launched their online store as well as joining forces with NEWGEN, where they help up and coming fashion designers by providing them a space to show their catwalk as well as connections with media and funding towards their collection. This partnership with NEWGEN is ongoing and integral to the brand, it gives Topshop
References: Cateora, Sullivan Mort, D’Souza, Taghan, Weerawardena, Graham, International Marketing, 2nd Edition, Mcgraw Hill, 2012. Ann-Christine Diaz, CMO Justin Cooke helps Topshop Raise Digital bar in fashion world, Virginia Grose, 2011, Basics Fashion Management 01: Fashion Merchandising Richards, Stephanie, 2012, Topshop is coming to Nordstrom, viewed 26 May 2013 Wellman, Victoria, 2012, Topshop to open departments in 14 Nordstrom stores giving American fans of beloved British label reason to rejoice, viewed 26 May 2013 Anderson, Mae, 2009, Topshop comes to America despite tough economy, viewed 15 May 2013 Barnato, Katy, 2013, Billionaire Green Plans 10 New Topshop Stores in US, viewed 15 May 2013, Clark, Andrew, 2009, Topshop bits into the Big Apple, viewed 15 May 2013, Arcadia Group, 2013, Topshop, viewed 15 May 2013, Thadani, Rahul, 2011, Advantages and Disadvantages of FDI, viewed 2 June 2013, Chan, Chrystal, 2010, Biggest Topshop in Asia opens to much fanfare, viewed 29 May 2013, British Franchise Association, 2013, Advantages and Disadvantages of Franchising, viewed 2 June 2013, Franexcel, 2013, Advantages and Disadvantages of Franchising, viewed 29 May 2013, Loh, Noelle, 2008, One Stop Shopping, viewed 25 May 2013,