Topshop Swot

TOPSHOP

History

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STRENGTHS

Ð'* Topshop has over 309 fashion stores nationwide, and 50 stores outside the UK. It boasts the worlds largest fashion store in London, with over 200,000 shoppers per week, the store gets 2 deliveries per day and 7,000 looks per season.

Ð'* In 2006 operating profit was Ð'Ј110 million, rung through the tills at topshop; topshops annual sales are now Ð'Ј600 million.

Ð'* Over 40 of the stores now offer FREE personal style consultants who work in soundproof VIP changing areas where you can enjoy refreshments and queue jumping for the changing room, a luxury usually only reserved for expensive department stores, also Topshop To Go: are style advisers who will now visit your home, armed with the latest fashions if you cant get to the shop. Another service they also offer in store is Topshop Express; where you can text style advisors what you need and they will courier it to you the same day. No other high street fashion brand has ever put into practice these services which topshop express has won the topshop brand, an award. These services are to make your shopping experience more pleasurable and easier this is also out of good will, as no money is made from these services, but is helping towards customers continuing to shop at the store and spend their money there.

Ð'* Topshop have their own Internet website where garments sell out quickly making shopping accessible to every body also international customers. Here you can buy key garments for the season and see the latest trends. Also offering podcasts of new collections and behind the scene events, thus keeping up with the new technology and creating good PR and generating more sales.

Ð'* Topshop also offer Specialist collections, Maternity wear (fashionable, popular designs tailored into maternity wear), baby wear (Mini, launched in 2006) Vintage (sold in oxford circus for over 15 years), Tall and Petite, Unique (designed by their in-house designers, creating new styles and ranges)all these contributing to high sales and profit, which many other high street stores are not yet offering.

Ð'* topshop design/sell their own shoe range and have created a signature look that has attracted many celebrity clients. And has resulted in a standalone shop opened in Manchester selling the shoe range. Also in 2006 a topshop shoes premium range was launched selling shoes manufactured in Italy with quality and design the key factors, again making topshop unique on the high street.

Ð'* Another topshop strength is the celebrity (Kate moss) joining forces with topshop who has put her name to a collection and collaborated with Alexander McQueen's stylist Katy England, Kate moss is recognized as a fashion icon all around the world by teenagers too grown women, adding to the reputation of topshop as a Ð''cool' fashion brand with many celebrities wearing their clothing it is hard to imagine kate moss putting her name to Next or Newlook.

Ð'* Topshop doesn't just re-create catwalk looks even though this is partly of the appeal for Topshop as it shows they identify designer trends and can quickly translate them into must have glamour at affordable prices. it also has a recognizable look of its own, feminine styles, distinctive prints and quirky pieces with basic garments to mix and match making it accessible to all , also it hasn't got a Ð''too young' image like other fashion stores(morgan miss Selfridges, river island newlook) and isn't as boring and safe and Ð''older' as certain fashion stores(next). The Unique collection allows topshop designers to "stretch their wings" thus creating good motivation for their designers whom have seen their collections at London fashion week on the runway amongst other fashion names and up and coming designers proves they have great creative design skill and flair and are not just creating designer copies.

Ð'* Topshop collaborate with young up and coming British catwalk designers them creating collections for the high street store, creating limited edition garments also getting young talent noticed and creating more exciting collections, they sponsor graduate fashion week and have done for five years giving new talent a fantastic opportunity and helping them stand out amongst the rest of the high street competition.

Ð'* Topshop is a one stop shop of basics garments to mix and match, trend setting collections, catwalk inspired garments, every type of denim to suit every shape and size and collections from independent designers, which is dominating the high street more so than any other store.

Topshop has won many awards here are a few: Superbrands 2006For the fourth year running, Cool Brands 2006, More Fashion Awards 2006 Retailer of the Year, Comapny Shopping Awards 2005 Best shop on the High Street, Retail Week Awards 2005 Customer Service Initiative of the Year - Topshop To Go, Evening Standard 2005 Winner of Evening Standard Window Display Competition, 'Time Out' Shopping Awards 2004 Best High Street Shop, Drapers Record November 2003 Jane Shepherdson is named as the most influential person on the UK High Street, Drapers Record Awards 2003 Best High Street Retailer, The Face - Best Stores in the World 2003 Stylist Treasure's Award.

Topshop reputation, some quotes: Topshop is a rare retail phenomenon - it has the ability to appeal to funky 16 year olds, sophisticated twenty and thirty something's and Gwyneth Paltrow all simultaneously. TIME OUT AWARD WINNER 2004, Topshop is one of the best examples of a vibrant British retailer. ANTONY MILES EDITOR 10 MAGAZINE MAY 2006, The High Street has never looked so haute, and it's all, down to Topshop. STYLE SUPPLEMENT SUNDAY TIMES, in a notoriously difficult and highly competitive retail environment, it has managed not only to survive, but to make itself a soaring high-street success. Harpers Bazaar June