GROUP ANALYSIS

Throughout the Christmas break, in our focus groups we decided to use the time to undertake some primary research on our chosen brand. The majority of the group lived near a Topshop which was ideal as we could all get a variety of information. From this analysis, I found out that in most of the stores, there is a lack of diversity within the shop for example the mannequins are all the same size and there is no plus size section. This was compared with river island who have a lot more cultural models and advertisements within the store. From my research I know that Topshop have a Tall and Petite section, however the majority of them have a small section in the store. This led me onto researching on their website to see if they were more inclusive. This was not the case as the websites advertisements lacked in diversity and inclusivity, for example their is no plus size section on the website. This was compared with Pretty little thing who have a whole campaign dedicated to Plus size and "PLT Shape".