Market Audit and Competitive Market Analysis
III. Market Audit and Competitive Market Analysis
Guideline
I. Introduction
The marketing audit is a fundamental part of the marketing planning process. It is conducted not only at the beginning of the process, but also at a series of points during the implementation of the plan. The marketing audit considers both internal and external influences on marketing planning, as well as a review of the plan itself. II. The product
Collection
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 broad spectrum of ever-changing co lections that keep Topshop ahead of the style game.
Mainline
Topshop’s Mainline range is a one-stop shop for the seasonal wardrobe. Created by an in-house design team, the range of instant classics sits alongside the more specialist collections.
Premium
Aiming to give the customer that little something extra, the Premium range uses premium fabrics and limited-edition designs. Absolute attention to detail is paid, right down to the linings and trims. Silk, chiffon and organza is used for dresses, blouses and skirts, whilst virgin wool and cashmere is used in coats – as well as angora, mohair and alpaca.
Boutique
Largely made up of cashmere blends and silk- based fabrics, the Boutique collection is designed to build into the customer’s wardrobe. Although fashion-forward, the neutral colour palette and attention to style rather than trend ensures that timeless garments cross seasons and last for years. As part of Topshop Boutique, the company also collaborates with a host of up-and-coming design stars. From Christopher Kane to Jonathan Saunders and Louise Goldin, Topshop has produced capsule collections with some of fashion’s brightest stars.
Unique
Launched in 2001, Unique showcases Topshop’s very own design talents to an audience of fashion savvy tastemakers. Although hugely successful since the start,
Guideline
I. Introduction
The marketing audit is a fundamental part of the marketing planning process. It is conducted not only at the beginning of the process, but also at a series of points during the implementation of the plan. The marketing audit considers both internal and external influences on marketing planning, as well as a review of the plan itself. II. The product
Collection
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 broad spectrum of ever-changing co lections that keep Topshop ahead of the style game.
Mainline
Topshop’s Mainline range is a one-stop shop for the seasonal wardrobe. Created by an in-house design team, the range of instant classics sits alongside the more specialist collections.
Premium
Aiming to give the customer that little something extra, the Premium range uses premium fabrics and limited-edition designs. Absolute attention to detail is paid, right down to the linings and trims. Silk, chiffon and organza is used for dresses, blouses and skirts, whilst virgin wool and cashmere is used in coats – as well as angora, mohair and alpaca.
Boutique
Largely made up of cashmere blends and silk- based fabrics, the Boutique collection is designed to build into the customer’s wardrobe. Although fashion-forward, the neutral colour palette and attention to style rather than trend ensures that timeless garments cross seasons and last for years. As part of Topshop Boutique, the company also collaborates with a host of up-and-coming design stars. From Christopher Kane to Jonathan Saunders and Louise Goldin, Topshop has produced capsule collections with some of fashion’s brightest stars.
Unique
Launched in 2001, Unique showcases Topshop’s very own design talents to an audience of fashion savvy tastemakers. Although hugely successful since the start,