Topshop Case
United Kingdom, owning high street clothing retailers such as Burton, Dorothy Perkins, Evans, Miss Selfridge, Topman, TopShop, Wallis and BHS (Arcadia Group Limited, N.D.). By the 1970s TopShop had become a stand-alone store, and in 1994 it settled into its permanent home, 214 Oxford Street. Today TopShop is the single biggest supporter of emerging design talent in the UK, and the brand has sponsored the New Generation scheme at London Fashion Week for a decade. Top Shop is one of the world’s most internationally recognized fashion design talent schemes since 2003(About TopShop, 2012). .
Brand Positioning
A retailer of trendy, moderately-priced apparel Top Shop’s Company Managementt decided to stop competing just on price in the 90s. This decision was made to create a fashion authority. Now the attributes associated with TopShop fit adequately with the “affordable luxury” category as well as “competitive price”, offering a variety of products (“TopShop to boston,” 2010). The variety of products accommodates a very diverse audience they draw. Their customers are individuals with unique styles from one another. Their products and services include style, quality, price, and convenience. The popular lines available at Top Shop are “Mainline,” “Premium,” “Boutique” and “Unique” along with the services, “Style Advisor,” “TopShop To Go” and “TopShop Express” help meet the many consumer needs (About TopShop, 2012). The prices vary from line to line to accommodate all aspects of consumers. For example, the “Mainline,” (more popular line) is geared toward affordability offering classic styles, providing a reasonable price. In contrast the “Premium” line is focused on shoppers that want quality products and apparel made with quality materials, lots of details and sturdy craftsmanship, with a higher price point (“TopShop to boston,” 2010). .