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Shop Report

In this shop report I will be looking and reviewing one of Britain’s biggest fashion store for young women covering a wide range of fashion clothes, bags and accessories, shoes and Lingerie. This report will identify the trends, who the targeted costumer, price and quality, online retail, designers and products.

Topshop UK born retailer for Apparel and stores – This image shows Topshop stores around the world, Screenshot taken from Google map.

Topshop is one of Britain’s Biggest Fashion store for young women selling clothes, accessories and shoes. Over 300 Topshop stores in UK and up to 100 stores selling aboard in countries around the world, London Oxford Street operates the largest stores in Europe. Top shop is a middle end of high street retailer catering for targeted customers age ranging between 15-28.

Topshop is the only high street brand to show on schedule at London Fashion Week.

Topshop

Address: Great castle street, Oxford Street, West End, Greater London, W1W 8LG

Phone: 0844 848 7487

Opening Times: 9:00am-10:00pm



History Of Topshop

My report will be based I visiting the fashion retailer store and reviewing some of what I as a valued costumer feel are advantage or a disadvantage to the store.

I visited the store Topshop on Oxford Street in London the biggest store in Europe to do this report considering the strengths and weakness of the store, I will also include swat analysis and PESTEL review of what I viewed in the store.

Topshop

Topshop was founded in 1964 as Peter Robinson’s Topshop and owned by Philip Green includes Dorothy Perkins and Miss Selfridges through the Arcadia Group. This store offers an extensive selection of clothes, shoes and their own makeup brand. Thanks to partnership with the likes of Kate Moss and Christopher Kane, Topshop has become the store of this generation.

Oxford Street

Oxford Street and Regent Street are known to be shopping destinations for up to 7.5 million tourist visits a year. Oxford Street‘ high street fashion’ offers the best well-known international brands, Topshop, Zara, H & M, French Connections and much more brands. It attracts a lot of tourist not just because of retailing but also for the wide range of restaurants and for the illustrious buildings and sightseeing in the surrounding areas. “Oxford Street offers an unrivalled shopping experience thanks to its exciting mix of high-street fashion and international brands, accessories, childrenswear, technology and homewear.”(VisitLondon, website)

Oxford Street, which is at the heart of London, welcomes people from all parts of England, as the train’s stations are close to (oxford and Piccadilly underground station).

Transport

The transports services in London to Oxford Street are widely open that makes it easier for people to travel from, or to Oxford Street. The transport services are another main reason why this place attracts many visitors from around the country whether your taking a train, bus, taxi or bikes.

also directs you to which bus number you could take to Oxford Street and shows exactly where the bus stops are. This website is a great help for tourist that come from all over the world because it tells you events that are happening in Oxford Street, high fashion retailers, where to find certain stores and what restaurants are around the area. [pic]

Location

By looking at Oxford Street, the figures of Tourist, the transport service provided and the aspect of the high street fashion. I feel that the store ‘Topshop’ location has a good advantage; there are two trains station that lead you to Oxford Street. Other top fashion brands stores are there competing with each other; quality and price.

Reports show that ‘Nigerian visitors spend an average of about 450 pounds per individual transaction, compared with more than 1,000 pounds by Middle Eastern customers’, Global Blue said.

One other benefit of being in a busy area is high amount of foot traffic, were layout, sophisticated structure of the store window display, special sales and offer within the store grabs more attention from people walking by. Studies show that the ‘main sense that retail stores go after is your sense of sight’.

What the store sells, products and pricing?

The store sells women’s wear and teenagers fashion clothing, shoes, bags and accessories, and the makeup brand. It has a range of different sizes, maternity range and petite sizing, from size six to size sixteen. Some clothes that Topshop offers come in a size 4, it depends on the clothes. On their websites, they often show much more then what they have in at their store; there is a wide range of different items, form dresses, jumpers and trousers. Although they have these products in store, you find that they have a chosen selection in stores, online showing much more, colours and a range of sizes and plus size clothing.

Prices

Topshop provides a large range of different on trend styles and variety of brands with affordable prices that start from £38 for jeans and tops starting from £24. Offers on two vests for £6.

Topshop prices are affordable/reasonable, which provides good quality clothing. The fabrics Topshop uses are some good quality fabric.

Student Discount

Another advantages about Topshop is that the targeted customers are students maybe at colleges or university or the working class, Topshop gives 10% student discount on the products. In my opinion, the quality, the styles the trends of the clothing’s in Topshop attract young adults and having the student discount grabs more customers. Whether its buying clothing, accessories and bags, this is exclusive for students online or in stores.

Online Shopping

[pic]

The online site for Topshop is very easy to navigate through it, accessible worldwide, offering international shipping to lots of countries around the world. I believe that this a great way to attract buyers from all over the world, however this could be a disadvantage, because shipping cost money depending on where you are around the world, another disadvantage could be that if a costumer didn’t like or a wrong item was shipped, it is time consuming to send items back, refund and maybe costumer wouldn’t be satisfied.

Topshop has used most of the social media to promote and advertise the store, through Facebook page, Twitter, Instagram, Tumblr, Pintrest and YouTube. It has also delivered costumers access to their online store through Topshop app, which can be downloaded instantly on playstore or appstore. One thing that I realised is that although Topshop advertise widely on social websites, they don’t have TV adverts like Bohoo and misguided this is a disadvantage to the store.

Involvement of costumers

Topshop also involves costumers with competitions that go on, again this has lots of impact on costumers, getting more attention through things that engages people is another great way to promote this fashion store.

Staff

When I went for a visit for this report, I realised that there were many staff and they were very easy to spot through their Topshop shirts, they are very friendly and helpful. However, some staff were more helpful then others. One of the weakness of Topshop that I found is that their stores are often big, which doesn’t allow for good costumer service, maybe there are many staff but you’d have to look around to find someone who will help.

I read a news article about Topshop on BBC news, protester targeted oxford street Topshop chanting out ‘Pay Your Tax’ Philip Green, the owner of Topshop has been criticised for not paying enough money for staff working in London and also avoiding tax. Maybe this is another reason why some staff wont do their work 100% properly, low wages, isn’t enough to live on especially through recession and financial problems around the world. [pic]

In my opinion, there is more weakness of the store, Topshop should consider international expansion and giving opportunities and exploring new markets US, China etc and even partnership with new designers could expand this store further.

When considering to expand their store more widely, Topshop needs to look closely into the social and cultural influences on business, this could vary from one country to another.

Topshop is inclusively competing with other store; I feel that other brands duplicate their trends. The main competitors are H&M and ZARA.

As a costumer, I feel that Topshop should include more brands in store, I know that there is Top MAN but to attract more costumers in Topshop, I think they should also include Male celebrity endorsement.

They are increasingly high volume of new chains appearing from other stores and upcoming online retailers, Topshop is being competed with and there are threats that Topshop might no longer be one of the biggest stores. I think Topshop should consider opening a new chain with different styles and trends from new generation designers this way it will suit more costumers needs and attract more international and national buyers.



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