GROUP ANALYSIS INSTORE INFORMATION/FEEDBACK

Another way of gathering primary research is to ask/interview some of the shop assistants in Topshop. Some of the feedback we got was that they change their displays depending on new trends and seasons. Also their displays are sometimes weather dependent, for example if it is forecast rain they put outerwear garments on display to attract more customers to shop. Another observation was that they don't have any consistent sustainable brands in store, for example in some stores they have "We are COW", this is a second hand shop that mainly sells vintage clothes. It seems like Topshop aren't bothered about sustainability as they only have a small vintage rack in the back of most stores (researched in Sheffield City Centre). From this research I started to look into whether Topshop helps tackle the problem of fast fashion and sustainability and what their contribution to the problem is.