Topshop Strategy
Top shop marketing plan essay
Executive SummaryTop Shop is one of the leading retail brands known globally for its most up-to-date styles in clothing and other fashion accessories. Earlier only a low price clothing outlet primarily for the teenagers, Top Shop is now the hottest fashion clothing brand with its stores keeping the latest fashions and the exclusive and extraordinary designs that appeal to all age and socio-economic groups.
The management has very carefully followed a perfect blend of cutting edge, highly fashionable styles with affordability by introducing new products and services in various countries worldwide under the new company called ‘TOPSHOP plus'. Realizing the importance of doing so, after repositioning itself, Top Shop will embark upon a carefully planned journey of simultaneous product and market development strategy as ‘TOPSHOP plus'
Be it Kate Moss's exclusively introduced designer range, in-store ambiance, Style Advisor service or its sponsorships for the young and aspiring fashion gurus, Top Shop stands out today amongst many other competing brands. The management must, however, bear in mind that while expanding into so many countries with its every increasing range of products, it would have to keep a very strict check on its supply chain. Furthermore, regular innovations are a key to success for this mighty brand. For as this growing company approaches maturity, it would run a greater risk of the competitors catching up until it commits to innovations that are hard to imitate or are at least time and resource consuming.
Terms of ReferenceAim of the ReportThe report covers discusses ‘TopShop plus' an extension of the Arcadia chains conception and launch as an expansion to strategic measures taken since the time that transformed itself from being an ordinary low price clothing retailer for the teenagers to a hot fashion clothing hub for all age groups. It also brings forth various marketing promotions being undertaken by the
Executive SummaryTop Shop is one of the leading retail brands known globally for its most up-to-date styles in clothing and other fashion accessories. Earlier only a low price clothing outlet primarily for the teenagers, Top Shop is now the hottest fashion clothing brand with its stores keeping the latest fashions and the exclusive and extraordinary designs that appeal to all age and socio-economic groups.
The management has very carefully followed a perfect blend of cutting edge, highly fashionable styles with affordability by introducing new products and services in various countries worldwide under the new company called ‘TOPSHOP plus'. Realizing the importance of doing so, after repositioning itself, Top Shop will embark upon a carefully planned journey of simultaneous product and market development strategy as ‘TOPSHOP plus'
Be it Kate Moss's exclusively introduced designer range, in-store ambiance, Style Advisor service or its sponsorships for the young and aspiring fashion gurus, Top Shop stands out today amongst many other competing brands. The management must, however, bear in mind that while expanding into so many countries with its every increasing range of products, it would have to keep a very strict check on its supply chain. Furthermore, regular innovations are a key to success for this mighty brand. For as this growing company approaches maturity, it would run a greater risk of the competitors catching up until it commits to innovations that are hard to imitate or are at least time and resource consuming.
Terms of ReferenceAim of the ReportThe report covers discusses ‘TopShop plus' an extension of the Arcadia chains conception and launch as an expansion to strategic measures taken since the time that transformed itself from being an ordinary low price clothing retailer for the teenagers to a hot fashion clothing hub for all age groups. It also brings forth various marketing promotions being undertaken by the
References: Baker, M., 2003, The Marketing Book, 5th Edition, Butterworth-Heinemann, pp. 87-109 Kurtz, D., 2009,Contemporary Marketing, 2009 Edition, USA, Neil Marquardt, pp Kotler, P., Armstrong, G., 2008 Principles of Marketing, 12th Edition,Pearson Education, pp. 338 Ferrel, O., Hartline, M., 2007, Marketing Strategy, 4th Edition, Thomson Higher Education pp David, F., 2007, Strategic Management,10th Edition, Pearson Education, pp. 196-210 Daniels, M., May 4, 2009, Top Shop: Deconstructing the Retail Marketing Phenomenon Smith, A., How Top Shop Changed Fashion, UK Available at http://www.time.com/time/magazine/article/0,9171,1625185,00.html [Accessed on Jan 19, 2010] Brand Republic, 2005, Super Brands Case Study: Top Shop Available at http://www.brandrepublic.com/news/474559/superbrands-case-studies-topshop/ [Accessed: Jan 23, 2010]