Topshop Case Study

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1. Introduction
This case study focuses on the aspects of Top Shop and their business. Topshop is a UK leading Fashion retailer. Topshop started in 1964 in the basement of Peter Robinson, a department store in the North of England. It is part of the long standing retail force of the Arcadia Group which includes Burton, Dorothy Perkins, Miss Selfridge and Wallis. Topshop has over 300 stores across the UK and over 100 in international territories. In 1965 Topshop was given the basement of the largest Peter Robinson store right in the middle of Oxford Street London, the most famous street for fashion. Topshop become a standalone retailer in 1974 and launched Topman in 1978 to go along side Topshop, the sister brand. In 1992 Topshop and Topman joined forces and created the largest fashion retail store in the world attracting over 200,000 shoppers a week covering 90,000 sqft at 214 Oxford Street London. Topshop has now become a fashion phenomenon and is synonymous with cutting edge fashion at affordable prices. 2.1 Nature of Topshop’s business.

This section highlights the aspects if question (1) in the case study assignment. “Topshop has the ability to appeal to everyone now” says Phillip Green, owner of the Arcadia Group. When Topshop first launched in the 1960’s it was mainly targeting women aged 13-25 but now there is something for early teens to fifty something women. Topshop appeals to students, professionals, fashion taste makers and high profile celebrities. Most customers are very loyal to the brand and visit the stores every week in pursuit of the up to date fashion for the moment. According to Mintel Report ([a] 2010) they found that consumers rate Topshop above the average for clothing stores on the characteristics ‘trendy’, ‘trendsetting’ and ‘stylish’. It has cultivated an image of affordable, ephemeral fashion linked to celebrity. 4 | P a g e

Topshop’s key vision is to make buying at Topshop a complete experience and Topshop have succeeded in this with their flagship store in Oxford Street. No other high street retailer has ever put this into practice. The store offers an indulgent but youthful shopping experience with extra services such as the nail bar and café, blow dry bar, state of the art visuals which allows them to hold fashion shows and exhibitions in-store. A Free Personal style advisor in the luxury VIP changing areas are on hand to give advice on fashion while you sip refreshments and queue jump. This is usually only reserved for expensive department stores making the everyday women feel important and special. All this is run by 600 busy staff at one time and the store is open 90 hours a week, getting 2 deliveries a day and 7,000 looks a season. Topshops core values are integrity, dialogue, transparency, excellence and innovation. They have a lot of responsibility’s and long term commitment to many people, employees, their customers and consumers, the workers who make their products and their communities, the suppliers who partner with them as well as the global community. Topshop recognisees these are their biggest assets and their partners. Topshop has many Strengths, weaknesses, Opportunities and threats as a successful business. Topshop has a reputation for being an affordable, easy accessibly hit on trend retail store appealing to a broader range of customers both current and potential. They sell numerous choices in product lines, collections and styles. Topshop offers a new collection every week both online and in store and has won many awards because of this. All of this does come at a price for Topshop. Topshop stores are difficult to manage. The stores often look untidy and unorganised because of the vast lines of products and customer service becomes difficult to maintain for the big stores and this can lead to Topshop losing the personal touch that a small boutique could offer customers. Topshops brand has increased in popularity and strength with their association with celebrities like...
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