Branding Task 2.

Topshop

Brand strategy
The overall atmosphere of the store is buzzing with colour and vibrancy. The displays are funky and eye-catching; the wallpaper is girly and floral with childlike drawings of London, giving a playful feel. It truly is an amazing experience! However when I first visited the store, I felt like I had be subjected to ‘image overload’, there was just so much to look at I didn’t know where to start, when I did find what I was looking for, there was so many different versions, I felt spoilt for choice and found it impossible to make a decision! Saying this I totally credit their wide range of merchandise, it is always up to date and on top of the latest fashion trends. Arcadia and Topshops target is to be Britain’s biggest provider of young fashion, which so far they have achieved by catering for all types of fashion groups, (such as punk, rock, gothic, trend, BoHo, Vintage, glamour ect.)

Brand proposition
Products sold in Topshop range from, dresses, tops, knitwear, jackets/coats, jeans, trousers, shorts, skirts, leggings, playsuits, shoes and most stores sell Kate Moss’ collection. However, the flagship store situated in Oxford Circus hold more unique garments. And smaller boutiques invest their products in Topshop.
Topshop Oxford Street is the world's largest fashion store and is also the home of the brand's flagship store. Topshop on Oxford Street offers many services to its customers such as a nail bar, a one hour tailoring service, a hair salon by famed catwalk hairdresser Daniel Hersheson, and a one hour delivery service whereby customers can place an order to the store and their products will be delivered by Vespa scooter to them within one hour, providing that they live in the delivery zone. Topshop also houses an EAT sandwich bar. So when shoppers want to have a break, there can, and then finish off indulge themselves in Topshop luxury goods. Topshop Oxford Circus attracts around 28-30,000 customers each day.

Brand expression/communication
Topshop when it comes to brand expressions and communication is on the ball. Not only are the cloths fully labelled up with Topshop tickets, they give out bags with Topshop written all over. Not to think about the steady positioning in the flagship store.

The 3 final slogans.

Final Posters for POSH.

Logo

Target Demographic Video's

Target Demographic

Bathroom Graduate (video 1)
What Would I Sell Them? A digital radio
How? Advert in free press (London Lite/Metro) or radio advertising
What Messages would I send? Better quality sound & simple to use

Getting Ready Graduate (video 2)
What Would I Sell Them? A better value mobile contract
How? Direct mail/ radio advertising/ tube ads
What Messages would I send? Unlimited text messages

Pre Friday Graduate (video 3)
What Would I Sell Them? A mobile with MP3 player/radio
How? Online advert (Amazon)
What Messages would I send? Everything you need all rolled into one

Weekday Eve Graduate (video 4)
What Would I Sell Them? A DVD
How? TV advert/ magazine advert (style/heat)
What Messages would I send? Staying in is the new going out

Work School Graduate (video 5)
What Would I Sell Them? Gig tickets
How? Internet / local radio advert
What Messages would I send? Easy to book, for one night only

Bathroom Party Girl (video 6)
What Would I Sell Them? Blonde shampoo (in nice packaging)
How? Promotional voucher in paper
What Messages would I send? Sexy hair for everyday (free bag on every purchase)

Bedroom Party Girl (video 7)
What Would I Sell Them? Wind down CD
How? Internet/radio advert
What Messages would I send? Separate yourself from the fast moving world

Pre Friday Party Girl (video 8)
What Would I Sell Them? Raving Glow sticks
How? Bus stop/ tube adverts
What Messages would I send? Stand out in the crowd, lasting all night long

Travelling Party Girl (video 9)
What Would I Sell Them? Oyster / student 3rd off travel card
How? Bill board advert/ outdoor
What Messages would I send? Save money on travel

Travelling Professional (video 10)
What Would I Sell Them? A portable TV with radio
How? Advert in The Times
What Messages would I send? TV and radio anytime anywhere

Bathroom Professional (video 11)
What Would I Sell Them? Electric toothbrush
How? Train adverts/local radio station adverts
What Messages would I send? Save time in morning/ long lasting fresh breath

Getting Ready Professional (video 12)
What Would I Sell Them? Children play pen – educator
How? Local radio / train adverts
What Messages would I send? Keeping your children occupied and educated

Shopping Professional (video 13)
What Would I Sell Them? Online food shopping service
How? Sunday times/ Weekend supplements
What Messages would I send? Weekly shopping delivered straight to your door

Weekday Eve Professional (video 14)
What Would I Sell Them? Bath time toys and bed time story books
How? Train/ outdoor adverts
What Messages would I send? Extra bonding time with your children

Luella

Comp shop group exercise
Luxury designer market
How does the brand add value?

POSH poster