INITIAL RESEARCH

Initial research 
I started to research into fast fashion in the industry and found a lot of information that linked to my brand I chose. I chose Topshop as I am interested in the position it has on the fashion industry due to its global significance on high street and e-commerce.
To start off my initial research I looked into various avenues of the fashion industry, for example their target market. From my research I found that it mainly focused on young women in their early 20's to 30's. Apart from Topshop's own clothing line they also carry various other fashion, accessories and cosmetic brands in their stores, for example Adidas, Clavin Klein, Eyelure, Ivy park, Reebok, Quay Sunglasses and many more. This means they have a wider target market for their customers. From this research I started to look into Topshop as a whole and gather more information.