Topshop is one of the most successful fashion outlets in the United Kingdom with a high global reach. It was established in 1964 under the name Peter Robinson Ltd chain. It quickly transformed into a stand- alone store in the 1970s.In 1994, as it moved to 214 Oxford Street where they settled permanently. The company has gained its reputation in the up-to-the-minute affordable style that they have majored in their business (Senker, 2014). Topshop has a brave and irreverent approach towards the satisfaction of their loyal customers which has endeared their brand to all the customers. Topshop has maintained a significant reputation as the largest seller of the new emerging designs both within and without the United Kingdom. For instance, Topshop
They are aware that most of the generation Y are at their experimental stage where they want to try out anything new that is trending including fashion. The social media serves as the conduit to convey the current fashion trends, and this has translated to most of the Topshop loyal customers spending a lot of their time browsing and shopping online for reasonable prices. Social media has been instrumental in the brand image development. Since it has surpassed the role of simply selling to the customers but has made the shopping at Topshop an exciting and memorable experience. Creating more value beyond the economic transaction and in return has seen the customers becoming fiercely loyal (Rakocevic, 2011).
Topshop has focused on the social media platform not only the make its brand name known but to trap some revenue from the online sales. It has seen Topshop being ranked as among the companies with the extensive range of customers in all the social media platforms. The most targeted group in this strategy is the younger population hence this makes social market easier to the company (Schmidt & Iyer,
Where the target population will comment on the posts, and they can enquire from the company as well as make their online orders. The social media acts like an online shop without necessarily for their clients to walk into the store. To persuade the customers to learn about the brand. Topshop applies the strategy of fulfilling the customers fashion desires by engaging them in conversations anchored as per the modern trends in the fashion world and the must have items. Topshop strives to maintain a positive consumer brand attitude inspiring their customers to try to discover personal fashion style with its extensive product base. The client base is wide and varies with the taste and preferences, but they are all provided with the style that cuts across the different groups. Social media influences the customer's decision-making process, the information shared on social media is used by most customers as the guideline for a future purchase. As well as for the marketers they apply persuasive strategies that gain customers confidence. Most clients perceive that what their friends post in the social media for instance Facebook and Twitter is the most popular hence they use it to make their purchase decisions (Zhang & Yue,
Products can be sold out quickly, which indicates that Topman has high sales and the profit made is also higher. People can also gain the latest information by accessing the website. Topman provides delivery service for its customers who purchase its products online and Topman makes sure that the products are delivered to its customers on time. This makes shopping accessible to everyone including the international customers and indirectly gain the customers trust with its best service. From the website alone, you can buy clothes for the season and also check out the latest trends.
In her essay “Marketing to the Millennials”, Suzy Menkes addresses the marketing of fashion to the millennials. Menkes believes that companies should reach out to the younger people since the majority of millennials use internet. She recommends that companies should find a way to reach the millennial generation because they have grown wired which means that they have access to everything like electronic and social media. She suggests that companies should send out advertisements through the media in order to catch millennials attention. Menkes article states that companies should target to the younger generation to generate a more successful company is logical.
JCPenney overall has done a good job of trying to merge technology and retail together, but, moving forward, JCPenney should be mindful of its competitors as well as monitor and control feedback from its consumers. It was strategic to innovate the store experience, however, JCPenney needs to focus on satisfying the right target segments in order to become profitable again, which will avoid future plans from backfiring on the company.With that in mind, it is important that JCPenney pays attention to future trends in the retail industry such as the e-commerce trend. This will allow for the company to become more of a hybrid retailer that profitably meets consumers needs both online and in-store (Hartung, 2013). By aligning their techniques of differentiated marketing with sales promotion, the core of retail, JCPenney can better attract consumers and… .
Demographic segmentation -Age: American Apparel mainly targets young adults of 20-35. They steer away from the under-18 age. They also choose not to go after the popular 35-45 age bracket and people over the age of 45. -Gender: female and male -Income: related to the age of the target, the company knows many of this target market have entry-level jobs which means they are not making six-digit figures, but they are making less than $100,000 a year.
Within the last few years the need for development, introduction and investment into creating and establishing a social media presence has been attempted by every organization. This has also led to the creation of start up business that allow support for organizations to enter this marketing approach. Such as Facebook, Twitter and Google have all helped boost the user base for organizations. Through advertising and permission for selling mobile applications to their own users companies are gaining the attention of younger generations. One of the major current platforms for organizations if mobile applications for phones. For Target, the creation of Cartwheel, target and pay applications allow customers to view products, promotions and shop out of the palm of their hands. This platform allows for real time engagement with customers, getting feedback through surveys and allowing customers to voice concerns via direct messages and contact information. The use of Social media being incorporated into a company's strategic strategies, marketing plans to achieve future success is now more important than
Place (channels of distribution), refers to the point of sale (POS). The method of which a product is assessable to the consumer is a crucial part in the distribution of goods. Retailers pay top dollar for prime real-estate, one of the most popular saying in business is “location, location, location”. Location is key in the retail market and Victoria’s Secret understands that very well, they offer a number of outlets for consumers to reach their products; they have a number of physical store locations both inside and outside of the mall and centrally located to consumers, including overseas and in a number of countries throughout the world, offer online shopping for the millennial and convenience shopping as well as via catalogue (mail order). There is great utilization in all outlets for distribution of the product line; Victoria’s Secret ensures high engagement of its consumers in all outlets by offering special sales and promotions significant to the specific outlet. By doing this they appeal to each market
As might be expected, the millennial generations as a whole are passionate about the technological and communication advances in the past decade with the internet and social media. “A new Pew Internet Project report reveals that 93% of young adult’s ages 18‐29 are online” (Andrew January 14 to 27, 2010). This allows access for marketer’s access to the generation in a different way than previous generations.
The fashion industry is still exceptionally fast growing and fast changing, which dictates news ideas and trends at an astounding rate. Product perception as ‘fashionable’ loses it value very soon. One day’s desired luxury item can become unwanted by the next. To update new trends, changes and fashion designs successful communication is essential (Moore, 2012: 9). To maintain good face-to-face relationship with the customer communication throughout all channels is highly important (Carr, 2013:5)
Social networking used to be about updates on an individual’s life, but now, it has become a marketing place. Consumers are constantly trying to fit in and boost their egos with the latest products by displaying a picture or status update on what they just purchased. Linda Kulman, author of Our Consuming Interest states “We no longer measure ourselves against the Joneses next door but against people we know only from the media” (59). As society continues to change, no one cares about what their next door neighbor thinks about what they just purchased. Since social media has expanded across the world, individuals are continuously trying to fit in with their local peers and others abroad. The constant newsfeed that is being displayed, sends a signal that they ought to have the same product or out do their followers. Linda Kulman also states “The piling on of such images gives us a sense that we need more and we need it sooner” (58). This is an indication of how consumerism has sky rocketed, because retailers have social media accounts as well now. The countless pictures of their latest products and hashtags, a word preceded by a pound sign (#) that is used to correspond to key words and pictures, are their new way of marketing. In addition, consumers have the sense of superiority when they show off their name brand products to others, because “Those who have it, often
in this segment are often brand conscious and enjoy the latest fads and trends. They...
Social media in marketing is used as an apparatus that builds an identity for a brand and gives awareness that they thought they could have. It does not only respect buyers, but also customer allegiance. Social media is widely-ranged so it can be used in whatever way that best conforms to the strategy and wants of the business. In accordance to the social media marketing report of 2014, a considerable (64%) of marketers use social media for at least 6 hours or more and 41% for 11 hours or more weekly, more importantly nearly (19%) of marketers use up to 20 hours each week on Facebook, Twitter, LinkedIn, Instagram and many more. The report also showed 7 social media platforms that led in 2014 which are Facebook, Twitter, LinkedIn, Google+, Youtube, Pinterest and Instagram.
Social media marketing is a new trend of marketing where different Businesses have taken to social media sites to market and promote old and existing products and brands or create more awareness of their new products. Facebook and Twitter are the two most well known sites where firms market and promote themselves. Over one billion users worldwide use both sites everyday; from averages Joe’s to famous celebrities. Such is the power of each social media site that one post can make or break you.
The first advantage of using social media in business is increasing brand awareness. Social media can help business to build their brand awareness by increasing interactions with a business brand. Brand awareness means the total percent of a target people who know the company exists and what the company offers of products or services. When the brand awareness is increased, the possibility of buying is increased. Thus, efforts should be made to make the brand a part of the consciousness of customers. For example, Coca- Cola is one of the best companies that enjoy unusual...
Since social media users grow larger and larger, many companies take the opportunities of using social media marketing to reach more customers. Companies use social media marketing in order to achieve marketing communication and branding goals. Social media allows companies to see what prospects are saying about their brands and competitors. It also allows companies to build deeper relationships with existing customers that drives them to purchase again and again. Not only it can help them generate new leads, but it allows them to build deeper relationships with existing clients that drives them to purchase again and again. It has become common for businesses to branch out and experiment with multiple networks with the aim of reaching the maximum amount of costumers.
Among the billions of social media users, there is a percentage dedicated to businesses who use social media as part of their marketing strategy. The sheer number of people who use services like Facebook and Instagram on a daily