Case Study: TopShop's Brand Loyalty Development

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Topshop sells unisex apparels from head to toe. Recently, they even brought in their own house brand cosmetics for the ladies. In the economy, many retailers with their house brand do sell the similar range of products. Thus, Topshop products will be grouped under the shopping goods because consumer will compare on certain criteria such as, quality, price etc with other retailers. Also, these apparels sold by Topshop are fairly expensive and are sold widely across the country. They have large number of selective outlets in Singapore to attracts different range of customers. Topshop attracted most of the youth these days, thus, they keep track of the seasonal trend to be able to compete with the other monopolistic retailers. Topshop brought in many different collections of clothing therefore, consumers are able to compare the style and designs among the the retailer stores. With their up to date apparels, consumers will visit and purchase Topshop stores frequently to check their new items. Apart from shopping at the stores, consumers are even allowed to purchase items online at Topshop's online store (link).

Topshop is in the maturity stage of the product life cycle. This is because, Topshop's operating costs are lowered as a result of production volume to increase. Thus, sales volume peaks however, there are many competitions among the retailer brands therefore, it's hard to differentiate. Prices tend to drop due to the proliferation of competing products. In order to stay competitive, Topshop held several promotions and sales throughout the seasons. Due to the overwhelming response by frequent customers, Topshop consistently enhance their product brand and feature to maintain and increase it's market share.

By involving in the Monopolistic competition with other retailers, Topshop maintained it's brand loyalty.

Topshop marketers manage it's product life cycle by using the product repositioning method. Topshop reacted to competitor's...
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