Traid Event. Related Books Free with a 30 day trial from Scribd. Related Audiobooks Free with a 30 day trial from Scribd. Csaba Szabo. Views Total views. Actions Shares. No notes for slide. Topman Research Portfolio 1. It provided a new approach to menswear retailing. Topman now boast over stores in the UK, with the London flagship store seeing 75, visitors enter every week. China and Japan stocking lifeblood of Topman - over re- dedicated showcase of GQ, , online the brand.
One of reasons for this growth is the new trends in male grooming. They have prompted men to take more care in their appearance. Mintel, , online There are Office for national statistics, , online. The structure of the population is changing. Mintel, ,online The charts show that highest spenders are the under 25s.
Mintel, , online 4. The more fashion aware demographic tends to be the teens to 25 and the year old. Although it is the growing numbers of year olds who will drive future sales as they have greater spending power Mintel, , online. Mintel, , online they love to talk about the brands they like and they really care about how they look. Topman, , online Yougov.
Com describes Topman shoppers as proud, outgoing , alternative youth culture and young. Typically shopping at both Topman and competitor stores such The youth market differ from other consumer groups.
This supports the findings After speaking with Laura- Jane Preston Youth editor into competitors in chapter 5. Digital technology- The most defining factor of youth culture is the adoption of technology.
They are the most digitally connected generation having grown up with rapid technological development. Instant gratification- Speed and efficiency drive purchases. Peer recommended products: They are more likely to trust peer recommendations. Phillips, Carol, , presentation Brand Me - The youth market are experts at curating their online life. They know the power of branding and publicity.
Young men are encour- aged by their role models Musicians etc Tungate M, , p 40 6. Participants who did shop at was used, as the survey was looking at the male population.
Random sampling was then the brand provided similar responses, noting the used to collect the results. The survey was conducted using an online questionnaire format fashion forward clothing and price. None picked Survey- monkey with a total of 50 participants.
It was important to find out why participants did not This shows the age range for shop at Topman. Topman is more diverse then the brand supposes. An interesting response stated that the products were similar to Primark but twice the price. The are currently wearing. The most frequent in taking out a Topman loyalty card in response was River Island followed by return for discounts and rewards.
This Next. American brands were also uptake and increase brand loyalty. The questionnaire highlighted important areas that the brand can improve which Other responses included Online and will be useful in informing stage 2. Some participants stated that for more expensive items such as suits they go to specialists.
This area will need further investigation to determine if it is the right step for the brand. Then you also have the style aware had a wider Target market then the perceived consumer who are less concerned with what is in fashion 25 market. The chart shows the percentage of consumers within the age brackets. What age ranges do you typically see in stores? The majority of shoppers fall in the year The age range is really diverse.
You get 16 year olds market. There is also a large proportion of coming in with their mum or friends as well as older men year old shopper, which Topman do not target in looking for something to wear on the weekend. The age advertising or models chosen. You get 16 year olds coming in with their mum or friends as well as older men looking for The research may be slightly limited as the something to wear on the weekend. I would say age observations were conducted a few months ranges are from 16 to mid thirties, in our store we tend to before christmas.
Four consumers took part in the research. The research may be slightly limited due to the close ages of the participants. Stand alone store? Topman already have two standalone stores, one in Spitalfields and one in Covent Garden. They are designed to look like an independent with no obvious visual connection to Topman.
They have the feel of an up market boutique selling fresh undiscovered designers clothing. Hay,E, , online Arcadia recently closed stores Warburton S, , online due to leases running out. Primary Research Many women buy clothing for their boyfriends or husbands, speaking to Arcadia staff members Mintel , online. Having both departments in the same store found that for the moment the plan means it is quick and easy to shop.
It also encourages women is for brands to share a unit space. Grouped stores may actually be more of an asset. The feedback was mixed. A focus group looked at the current advertising for Topman and that of a competitor.
The results were influenced them to shop at the store. Whereas The responses were negative. When asked would you shop at Topman based on the models credible image as long as the partnership seems alone the feedback was a unanimous no. Guests and Huw can post content features and share them on social media. Content includes daily viral videos, film reviews, CTRL track of the day, music, fashion and interviews.
Bounce digital, , online It is difficult to see how popular the Topman Generation magazine is. Instead it is a more integrated part of the brand. This means that its concessions can include everyone from upmarket designers to emerging fashion retailers looking to get noticed. But how do you compete with a famous store like Topman and Topshop, with their established success? Appearing in Topman and Topshop is a huge opportunity for both the established and the new retailer to gain exposure from an unparalleled amount of customers.
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