1. Brand Analysis & Mystery Shop

2. STORE FRONT

3. ££££
£
Basic Fashionable
Jersey
Boutique
Unique
Sno
Denim
Freedom

4. TOPSHOP: Brand Architecture
• ‘Topshop’ = main brand (“Unique”)
• Topman (not divided into sub-brands but
gender division of Topshop)
• Several Sub-brands sectioned according to
product type
– “Sno” = skiwear
– “Freedom” = jewellery
– “Denim”
– “Jersey” – basics

5. Within Sub-Brands further division
• Denim = style of jeans
– Jamie
– Leigh
– Moto
– Mom

6. Pricing
• Jersey = lower end high street pricing (ranging
£15-30)
• Unique = middle range high street (£30-80)
• Denim = £40-50
• Boutique = high end high street (£60+)
– No sale items in Boutique
• Any sales throughout store indicated by bright
green tags & stickers
– Sales racks in different sections

7. Displays
• Cheaper sub-brands i.e. Jersey clothes are closer
together and high quantity
– Mannequins = plain, made of canvas & no facial
features
• Unique – clothes spaced out and less sizes/quantities on
racks
• Boutique – exclusive feel, much more detailed
mannequins with hair, bold eye makeup, statement
clothes and smoother finish – glossy
• Separate from the rest of the store, different floor and closed
off by 3 walls

8. Feel of the Store
• Emphasis on experiential
– Loud music, with DJ on ground floor (cool, on
trend atmosphere)
– Music becomes quieter as you move down the
store floor
– Can get ‘bubble tea’ & Lola’s Cupcakes
• Services –
• Multichannel operation (online, app, order to store, grotto
(bespoke), order from store, staff with tablets, personal
shopping free pre-booked)

9. Knowledge of Sales Staff
• Staff seemed to be allocated to a certain sub-
brand
• No knowledge of collaborations which was
pushed into a corner
– Kylie x Kendall (found amongst “Unique”)
• No plus size range – told to go to maternity

10. STP
• Segmentation –
– 18-35 years
– Affordable luxury at a competitive price
– Fashion conscious
– Basics to cutting edge & on trend
– “Unique” = affordability
– “Premium range” (online term) shoppers wanting
quality products with superior materials, intricate
detail (i.e. beading) for a higher price

11. Target
• “Achievers & Experiencers”
– To those who think image is important
– Demonstration of success to piers
– Experiencers = motivated by self-expression,
young, enthusiastic, impulsive buyers. Need to
make a statement and wanting ‘cool’ clothes

12. Pen Profile - Topshop
https://uk.pinterest.com/georgiabernadel/topshop-pen-portrait/
• Name: Bella
• Age: 24
• Occupation: Intern at a magazine, just finished university
• Background: Grade B family, lives in a city, young adult, large
friendship group, trying to establish herself professionally
• Hobbies: enjoys going out, reading magazines, attention to social
media (lots of followers), conscious of image
• Price: wants to feel like spending money but still affordable
wardrobe, lots of clothes from lots of different seasons
• Shopping: Uses lots of different channels – frequently online and
looking at trends on apps, social media
• Attitudes: respected for choices & dresses to impress

13. • Strengths –
– Multichannel
– High quality
– Competitive price
– Innovation & creativity
– Huge media support
• Weaknesses
• Mostly women but growing
• Overwhelming range and quantity