TOPSHOP RESEARCH PAGE

 TOPSHOP/TOPMAN
  • found 1964
  • Retail, accessories, clothing. Consumer goods, department stores, commerce, fashion, footwear 
  • current operation and franchises. Topshop has around 510 shops including those that are franchised over 300 shops are located In the UK. It operate across 37 countries. 
  • Their largest store in the world is in Oxford Circus London including a one hour tailoring service, nail bar, hair salon, cafe and a one-hour delivery service, where customers can place an order and the product will be delivered to them within one hour on a Vespa scooter within the delivery zone. This store is around 90,000 square feet with five floors. On average, around 30,000 people visit each day. 
  • Brand Competitors - House of Fraser , Zalando. Boohoo, Zara, Urban Outfitters 
  • E-commerce- commercial transactions conducted electronically on the internetPaul Price takes over at Topshop after the brand’s former CEO, Mary Homer, moved to The White Company. He takes charge of one of the biggest names on the UK high street at a time when its parent company, Arcadia, experiences a drop in sales across its stable of retail brands (including Burton, Dorothy Perkins, and Miss Selfridge).
  • Part of Arcadia Group 
  • High street spending is under increasing pressure from online sales 
  • Online challenge from ASOS
  • Topshop sales have reduced so thinking of new ways to reach more clients
  • Zara is another huge competitor for Topshop. This is their closest competitor because they have relatively higher prices than H&M, but is considered to be less fashionable.

FASHION TARGET MARKET
  • targeted primarily to young women in their 20’s and early 30’s. 
  • Carry many different clothing lines - collections, mainline, premium, boutique, unique, designer and emerge. 
  • They want to drive home the idea of being able to create your own unique look and style

Business Strategy
-Sir Philip Green released one strategy on Thursday December 6, 2012 stating that a United States based equity firm purchased a 25% equity interest of Topshop and Topman. This company is called Leonard Green and Partners (LGP), which owns successful retailers such as J. Crew, Neiman Marcus and Whole Foods Market. Arcadia
 Group now has no bank debt and remains in charge of funding. This allows both firms to function debt free and make global expansion easier (Wright, 2012).

SWOT ANALYSIS RESEARCH

The brand has put a number of commendable measures in place, including recycling 95% of waste in its UK stores and reducing its water and energy usage in warehouses, offices and stores. It also sources 100% of its energy in the UK from renewables.  Topshop is a member of the Better Cotton Initiative, which aims to help farmers produce cotton in a more sustainable way. However, it is unclear how much of the cotton Topshop uses is Better Cotton.

When customers buy our goods, we want them to be confident that they have been produced under acceptable conditions. That means the goods must have been produced:
  • lawfully, through fair and honest dealing;
  • without exploiting the people who made them;
  • in decent working conditions; and
  • without damaging the environment.

Fall 2018 Campaign -Topshop it 
Topshop is re-branding itself for Fall 2018 by changing its name to Topshop It. To celebrate, eight of today’s most popular models were chosen to promote the collection in the brand’s first co-ed campaign: Anwar Hadid, Dilone, Presley Gerber, Duckie Thot, Birgit Kos, Cara Taylor, Adonis Bosso and Sofia Mechetner
The purpose of the campaign is to evoke one’s individuality. Topshop It’s models were styled in a way that draws out who they are or the image they want to project. “We’ve called the campaign Topshop It to introduce our customers to a new kind of expression,” creative director David Hagglund told Vogue. “Topshop It will mean different things to different people, but to us it means always experimenting, pushing boundaries, staying true to our roots and taking it to the top.”

Child Labour
The ETI estimates that there are approximately 211m children under the age of 15 working around the world.
60 per cent of this underage workforce can be found in Asia, the organisation explains.
Two of Britain's biggest fashion retailers, Topshop and Primark, have policies that allow people as young as 14 to work in their supply chains.
The child labour policies were put back in the spotlight on Tuesday when representatives from some of the biggest brands on the UK high street appeared before MPs to discuss sustainability and ethical practice within the fashion industry.
The Environmental Audit Committee asked a panel of retailers to explain how their companies would define a "child" within their supply chain.

Topshop work ethics 

Topshop website 
   




Topshop fashion footprint 


Dangers of Fast Fashion
1. Cotton is a thirsty and chemically dependent plant: Cotton is the most commonly used fibre in the world, making its way into nearly 40 percent of our clothing. Though it only makes up 2.4 percent of all cropland, it uses 12 percent of all pesticides and 25 percent of insecticides.
"Cotton is one of the thirstiest crops in existence," demanding six times as much water as lettuce and 60 percent more than wheat, according to ProPublica. And yet the federal government subsidies growing cotton in the Arizona desert.
2. Cotton alternatives aren't any better: As for common synthetic alternatives to cotton, such as polyester and nylon, they are made from petrochemicals that do not biodegrade. They require a great deal of energy to make, said Sweeny, and the manufactures of nylon emit large amounts of nitrous oxide, an incredibly potent greenhouse gas.
Recycled polyester, made from discarded plastics, uses half the energy as virgin polyester. But often times companies cannot get enough discarded plastic, so they buy unused water bottles directly from manufacturers to be able to market their product as "recycled" polyester, according to Sweeny. Fortunately, eco-friendly alternatives to these unsustainable fabrics are being developed, including products using pineapples, coconuts and bananas.3. 3. 3. Garment operations, textile mills and dyeing plants are polluting waterways and endangering surrounding communities' health: Rivers around the world, but especially in Asia, where so much cheap clothing is made, are extremely polluted. Greenpeace East Asia's Detox campaign has been working to expose the textile industry's pollution and its effect on residents from Bangladesh to China to Indonesia.

Topshop Amenities
  • personal shopper 

They still use leather and wool
  • keep wildlife out of your wardrobe window display June 2013 
  • Campaign Topshop and peta against animal cruelty 

Ivy Park campaign
Beyonce's collaboration with Topshop. 
  • Sri Lankan garment workers earning just 44p an hour 
  • One sewing machine operator said that she was unable to survive on her basic wage of 18,500 rupees a month. The newspaper claimed on average seamstresses earn £4.30 a day.

Slave Labour in the Fashion industry
  • The biggest supporter of modern slavery across the globe is the fashion industry
  • The fashion industry is the worlds second most polluting industry 
  • The global slave index report 2018 published by the Walk free Foundation states that 127.7 billion dollars worth of garments at risk of including modern slavery in their supply chain are imported annually by G20 countries.

Fast Fashion 

Fast fashion is a contemporary term used by fashion retailers to express that designs move from catwalk quickly to capture current fashion trends. Fast fashion clothing collections are based on the most recent fashion trends presented at Fashion Week in both the spring and the autumn of every year.
MP’s say that the fashion Industry is a major source of the greenhouse gases that are overheating the planet. Discarded clothes are also pilling up in landfill sites and fibre fragments are flowing into the sea when clothes are washed. Fast fashion is fuelling quit turnarounds among suppliers which could lead to poor working conditions such as child labour.
  • british shoppers buy far more new clothes than any other nation in Europe
  • “people are buying twice as many items of clothing as they did a decade ago”
  • Are there any solutions?
  • Questions to ask retailers
  • Do you pay the living wage and how do you ensure child labour is not used in factories
  • Do you use recycled materials
  • How long do you keep clothes, and how do you encourage recycling
  • Do you incinerate unsold or returned stock
  • How are you reducing the flow of microfibres into the sea

According to a 2015 report from the British Fashion Council, the UK fashion industry contributed £28.1 billion to national GDP, compared with £21 billion in 2009.[1] The globalised market for fashion manufacturing has facilitated a “fast fashion” phenomenon; cheap clothing, with quick turnover that encourages repurchasing.

Topshop IT by creative director David Hagglund 
Autumn Winter 18
“weve called the campaign Topshop it to introduce our customers to a new kind of expression”
  • Topshop it will mean different things to different people, but to us it means experimenting and pushing boundaries”
  • The collection includes rainbow offers, beaded bags, sequin minidresses and cowboy boots
  • The campaign features eight of the most relevant faces to date such as Duckie Thot, Anwar Hadid, Presley Gerber, Dilone Birgit Kos, Cara Taylor, Adonis Bosso, and Sofia Mechetner.

Topshop brand report survey

Topshop Brand Competitors
Topshop sales have reduced because of heavy competition
Zara and H and M are big competitors for Topshop as they have the same target market
Topshops clothing is aimed at young women between their early 20’s and 30’s.
Their Top competitors are Asos, Nasty Gal, Zalando and house of Frazer

Brand Competitor Zara
  • Zara is one of the largest international fashion companies mission statement. It is the main brand from the Inditex Group, the worlds largest apparel retailer. The fashion group also own brands such as Massimo Dutti, Pull and Bear, Berksha and Stradivarius. There are over 7000s stores in 50 countries. Their target market is composed of men and women between 18 to 40. The brand is very fashion forward and trend conscious. Zara is one of the largest international fashion companies. 
  • Mission statement- 
“ZARA is committed to satisfying the desires of our customers. As a result we pledge to continuously innovate our business to improve your experience. We promise to provide new designs made from quality materials that are affordable”. 2014 

Zara/Inditex sales
  • In 2018 the Spanish fashion giant recorded pre tax profits of £51 million for the year ending January 31, a 30 percent jump from £39 million the year before. This is due to recent investment in technology and logistics. 
  • They also jumped by 42 percent in online sales

Zara looks to Technology to keep up with fast fashion
  • the Spanish company is developing new technology by hooking up with tech firms. Zara pioneered the fast-fashion concept In the 1980’s. It was first to develop a method of quickly reacting to changing trends. Technology allows Zaras executives to monitor each stores ambient temp and energy consumption. Thanks to data analysis the company knows the average weight of residents in each stores neighbourhood. They can use these figures to determine what sizes of each garment to ship to each establishment. 

Topshop Sales

- In their last financial year Topshop looses over £10.9 million due to the tough conditions on the high street. The retailer owned by Arcadia Group (Sir Phillip Green) made the loss in the year August 2017, compared with a £59.4 million profit the year before. Many retailers are struggling on the hughstreet due to more people buying online. 

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