Swot Analysis Of Topshop

The parent company Arcadia Group Ltd holds a portfolio of brands – Wallis, Miss Selfridge, Topshop, Topman, Burton Menswear London, Dorothy Perkins, Evans and Outfit. TOPSHOP was first introduced in 1964 and then became a standalone store in 1994 (TOPSHOP, Official site). Over the course of almost five decades, it has opened up almost 472 retail outlets across the globe.

Topshop is a high-street fashion brand that is very popular amongst the youngest generation. It caters to women between 14-30 years but internally it targets everyone who loves fashion. It has a very large target audience so their product also has to be varied. They supply clothing and accessories to cater to different styles. It offers Fashion and quality at the best price.

Price, Product, Promotion, Place, People, Process, and Physical Evidence. Promotion is also termed as marketing communication. It is a tool through which company educates consumers about its products and creates its brand identity. (Easey) John Fralin. There are 3 types of promotional activities: -
Above the line. Below the line and Through the

In advertising ,the marketing mix plays an essential part as it is important to ensure the advertisement is in the right place to reach the attention of the target customer.(Easey 1995).

The brand has a clear promotional strategy, realising that the hype behind digital and social media is rising and that the growth of micro-targeting techniques is making it easier to market “products and services to speak directly” to the consumers “individual needs” (The Business of Fashion, 2013). As Topshop is a mass-market brand, they cater for a variety of characters and
Topshop is a brand that uses social media heavily as one of its promotional activities. Topshop’s social media presence – Facebook, Snapchat, Google+, LinkedIn, blogs, YouTube, Pinterest, Instagram, Tumblr and Twitter. Topshop interacts with its market via all major social