Essay on Topshop Strategy

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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
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The Fashion Retail Market at a GlanceA study showed that even while cutting down on other areas, the European consumers hardly cut down on their expenditure on clothes (Mintel, August 2003). Even when the year on year sales in the fashion industry slowed down in 2000 and 2001, the change was not as drastic as had been predicted by certain observers.
During that period, Top Shop and some of its competitors caught up on the opportunity to provide fashion clothing at an affordable price. Few of the major players that have dominated the fashion retail industry with a reputation to preempt the latest catwalk designs include Top Shop, H&M. and Zara. Now, Top Shop is amongst the very few names that account for more than 60% of the total consumer expenditure on fashion clothing and accessories.
3. Current Marketing Activities:Arcadia group plc under Top Shop has been engaged various marketing and promotional activities. The most major ones and their analysis with reference to the company's corporate & marketing strategy follow this section.
3.1 New ImageLong ago, when Top Shop was only known as a low price clothing outlet, the increasing focus of the buyers on trendiness and the readiest availability of the new fashion accessories forced the managed to rethink its strategic position. Right at that time, the management decided to reposition Top Shop from being a discount seller to a hot trend setter brand.
Initially, Top shop relied on copying the latest catwalk

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