Contents:

Introduction Methodology Brand identity and values Consumer segmentation Current Marketing Mix Competitor ANalysis Contemporary trends Youth Menswear MArket Conclusion Appendix Bibliography pg 2-3 pg 4-9 pg 10-19 pg 20-41 pg 42-47 pg 48-49 pg 50-59 pg 60-61 pg 62-63 pg 64-67 PG 68-70

INTRODUCTION:

The main aim of the following research document is to identify and analyse Topmans current marketing strategy in the UK. Using a detailed consumer segmentation, competitor analysis and thorough enquiry into the youth menswear market, an emerging consumer will be identified. Current digital and market trends and investigation into macro environment will help to show what will affect Topman in the future. The research undertook will show how Topman can adapt their marketing strategy to better target their consumer base as currently they are overshadowed by their sister companY, Topshop.

Methodology:

Primary Research:
A survey was created and undertook by 102 participants to find out the current perception of Topman in the UK amongst the target audience. Light was also shed into the current competitors in the market and what Topmans consumers would want to see working better from the brand. Detailed interviews were then held of the identified target consumer for Topman and full consumer profiles were made to gain a full understanding of their background, enhancing on previous knowledge of their lifestyle and interests.

I Dont like seeing people wearing The exact Same OutfitS.

I Think Im starting to outgrow topman

George SebAsTIAN Ollie Blake

Will

Topman is still my favourite shop, AFFORDABLE QUALITY

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PHOTOS TAKEN IN OXFORD STREET TOPMAN, LONDON 6

photos taken in the shoreditch topman general store, london 7

Secondary Research:
Articles Websites Online Journals Books Blogs
In order to expand upon primary research and broaden fluency, attention was placed on secondary research. This allowed in-depth knowledge of Topman and its consumers. A variation of sources including online journals and reports as well as books and desk reports were used to gather information of the market place that Topman are operating in. They also helped to gain an insight into how the brand are currently performing in relation to its consumers income and spending. Reports that looked into the rise of an emerging male consumer helped form an understanding into who Topman should begin to target.

Brand Identity and values:

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Topman was created in 1978, 14 years after Topshop launched, to concentrate exclusively on clothing for young men. They have managed to establish themselves as a dominant market leader and carve out a special relevance in Britains cultural landscape.

Integrity

Dialogue

Excellence

Innovation

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As a reputable company, we have a long term commitment to the many people we touch, our employees, our customers and consumers, the workers who make our product and their communities, the suppliers who partner with us, as well as the global community. We recognise that these people and their representatives are our biggest asset and our partners.
Topman Website, 2012

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With an impressive 309 fashion stores nationwide and a further 50 stores outside of the United Kingdom. Topman boasts the largest fashion store in the world on Londons Oxford Street, which attracts over 200,000 shoppers each week. With over 7,000 looks per season, there is a lot of selection and different trends to display to their variety of customer types. This store stocks not only Topmans own products however also hosts other brands including established players such as Levis, Office and Chelsea Cobbler. It is an interactive retail environment, playing host to an Eat caf, barber shop and a personal shopping suite, as well as music from in-store DJs. Although in some scenarios this could be overwhelming, the size of the store allows it to be energetic and exciting.

With Topman reaching annual sales of 600 million, their consumers are reminded of a strong brand image due to their inevitable success. With a strong brand image they can build a confidence for their customers and give them a sense of reliability towards Topmans product. When a brand becomes reliable and trustworthy to their consumer, then they tend to form brand loyalty. 13

Topman has a very successful Internet website where customers are able to make online purchases. This indicates that Topman have many different distribution channels. Products can be sold out quickly which signifies that Topman has high sales and the profit made is also higher. Topman provide delivery service for its customers who purchase its products online and they make every effort to ensure that the products are delivered to its customers on time. This makes shopping a pleasant experience for everyone and confirms accessibility to everyone including the international customers. With a variety of stock including basic clothing, intricate designs and trend setting collection; Topman acts as a one-stop centre, which is why it feels so accessible, and they are so popular. Topman and Topshops combined above the line adspend during 2011 was 907,000 with 98% of this spend going through the channel of press promotion. Both brands have an iPhone application where customers can purchase products and search for looks; however Topshop are better engaging with their consumers through the use of a separate application which allows people to win prizes through competitions. This gives them a direct link to the brand and allows a relationship to form. Both Topshop and Topman have undergone a remarkable transformation since the mid 1990s, changing from a down market outfitter for the nations teenagers to a seriously cool, trend-setting brand.

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Swot Analysis:
Strengths:
Affordable prices Easily located in towns and city centres Large variation of stock Online store Caters for both men and women Topman Credit Card Diversity of product with introduction of grooming line Fast rotation of stock, accommodates for seasonal and changes in trends

Weakenesses:
No element of individuality as product goes mainstream Can seem young, so not effectively targeting their entire consumer segmentation Because it is inside Topshop, it is not seen as its own brand Not enough promotional material to advertise the General Store Has been said to have bad customer service

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opportunities:
Room for expansion as could take on its own store format Technological Advancements In store and Online Young people are beginning to spend more of their disposable income on clothing The rise of metro sexuality has led to an increase in sales of grooming products and apparel. Social Networking as free promotional marketing

Threats:
Competition from rising independent brands Many high street brands are copying Topmans designs and selling for cheaper Protesters in London are negatively representing Topman leading to investigation into the brands work ethics

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Topman general store:

The year of twenty twelve saw a massive change for Topman as they released a new shop concept under the name of Topman General Store. Located in the heart of Londons popular fashionable haunts, Shoreditch and Covent Garden; bringing together a selection of Arcadias finest apparel. Consisting of both up and coming and established designers, as well as independent clothing brands that attract the more individual consumer. Gordon Richardson, design director of Topman, designed the layout of the store that oozes an urban, relaxed charm. This store really attracts the type of consumer that Topman are losing through their mainstream aspect of the main stores. However, advertising around the stores is minimal, and when interviewed, many consumers werent even aware that this new store concept existed. The stores also alienate the North as people are not willing to travel as far down south to get a taste of Topmans new style. This is something Topman must work on to ensure more consumers in their segmentation are being reaches successfully.

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Consumer Segmentation:

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Topman appeal to a large variety of consumer types due to their substantial product range and variation in prices, especially online and in their flagship stores. The brand states that their target consumer are between 16-25 years old, also known as Generation Y. Generation Y are the group of people born between 1980s-2000. This generation have come to expect top-notch customer service such as free shipping and easy- to-navigate websites, and theyre drawn to lifestyle brands that help them define and project who they are. (Money.usnews, 2010). This has emerged through them being rather a selfish group of individuals, immersed in reality TV and desperate for their own five minutes of fame. However, Generation Y are fuelling the increase in digital technology and are pushing for boundaries in marketing and branding to be more advanced than ever. With their love for mobile devices including smart phones and tablets, they ensure that they are always connected. They are able to access any brand of choice, wherever they are in the world. Where Generation X are allowing brands and companies to dictate what they consume, and how their products are marketed to them, Generation Y is forcing companies to think more creatively. (Times, 2011)

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The first type of consumer is the male students. With a lot of peer pressure and their increasing interest in personal style, they begin to look at blogs, musicians, magazines and sporting talents as a starting point for developing their own sense of style. They range from 16-22 and the older they are, the more they pay an interest in fashion. The typical students usually located in the big towns and cities in the UK, students love Topman for their fairly priced, trend led basics, including t-shirts, chinos, jeans and hoodies. The difficulty with students is that the majority are interested in fitting into the crowd and ensuring that they are wearing similar apparel to their peers. When looking around a busy university, it is easy to spot a number of males wearing the same kind of outfits and being able to identify the clothing as being from Topman. With the notion of being a student normally going hand in hand with a lack of disposable income; what money they do spend on clothing, they will only spend on the high street as designer and luxury prices are not an option. Many students do have a part time job to help get through the costs of college and university; these students could feel they have more money to spend on clothing. Topman in particular hold student 20% off events at the beginning of each study term, as this is when loans and grants are issued to students and this will entice them into spending it in store. Although often students can be generalised, there are various different subcultures that surround colleges and university and they are all separate style tribes. Although Topman do cater for many different styles and tastes, there are subcultures that rebel against the high street and mainstream clothing so wont go to Topman. Students are likely to interact with a brand like Topman not only in a physical form in a shop, but also over the Internet, through apps and on television. All young people of todays generation have been brought up around technology so find them at ease with it. When approached by brands online, they find it easy to connect with them.

Students:

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Consumer Profile: Student

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Yes, student offers and discounts make it affordable.

Do You Shop at Topman?

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Do you shop at Topman? Yes, student discount makes it very affordable on my student budget. Where do you shop? Stussy, Vans, Vintage, Topman, ASOS How much money do you spend on clothing a month? 50 Where do you like to eat? Nandos Where are your favourite bars? Nottingham Market Bar What is your fridge staple item? CHEESE Which musicians/artists do you like? Mostly Indie or House DJs How do you purchase your music? iTunes or Illegal Download Which TV shows do you watch? Friends, Scrubs and IT Crowd What magazines/newspapers do you prefer? Front Magazine and FHM of course Do you read any blogs? Mostly Tumblr and style blogs I come across What social media channels do you use most? Twitter and Instagram Whos style/attitude or stylistic opinions do you admire? Ricki Hall Do you own a smartphone? iPhone 5 What apps do you use? News, Photography and Music mostly What other technologies do you own and spend money on? Macbook Pro, SLR camera, DJ Decks Where do you get your hair cut? Any salon, no preference What grooming products do you use? I have big hair, I let it roam free How do you travel? Tram Who do you live with? My best mates Occupation? Full time student

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Another segment of consumer that Topman attract are the up and coming young people. Aged around 13-16, they are usually just beginning to become interested in what they dress like and are beginning to find that they choose their own clothing instead of relying heavily on their parents. This age group tends to have a very small monthly allowance from their parents, or a very low paid local Saturday job, resulting in a low disposable income. The ranges of Topman merchandise these consumers tend to purchase would be the very basics, accessories and underwear. At this age, boys begin to go into their local town to go shopping together and they are very influenced by window displays and whatever is deemed cool. This is where Topman encourage their consumers by putting on DJs and ensuring Topman acts as a place to hang out. Schoolboys have an interest for Sports, Xbox and other gaming devices and have access to the Internet. They are particularly interested in technology as most young people are dual or even triple screening on a regular basis. With access to their own personal computer as well as a smart phone and a TV, they are accessing the media in a variety of different ways. This is where they source their inspiration and they share their thoughts on brands over social networking sites to their other peers.

SchoolBOYS:

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Consumer profile: SchoolBoyS

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Yes, Me and my friends LOVE TOPMAN!

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Do You SHOP AT TOPMAN?

Do you shop at Topman? Yes Where do you shop? Debenhams, Topman, River Island, Jack Jones How much money do you spend on clothing a month? About 35 Where do you like to eat? Local Chinese What is your fridge staple item? Milk and peanut butter Which musicians/artists do you like? Dubstep How do you purchase your music? Through a free music app on my phone Which TV shows do you watch? Comedy central What magazines/newspapers do you prefer? Four Four Two Do you read any blogs? No What social media channels do you use most? Facebook and Instagram Whos style/attitude or stylistic opinions do you admire? Frank Lampard and Harry from One Direction Do you own a smartphone? Yes, iphone 5 What apps do you use? Freemusic, doodle jump, facebook, insta gram etc What other technologies do you own and spend money on? Macbook pro, iPod Touch, Xbox, Nintendo Wii Where do you get your hair cut? Local Hair dressers What grooming products do you use? Hair Wax How do you travel? Parents car or school bus Who do you live with? Parents Occupation? Student school

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Young Professionals:
Whether or not this consumer has gone to university, they are now young working professionals, sustaining a full time job. They are around 20-26 and use Topman to buy both work clothes and apparel for nights out and weekends. With Topmans trend led work range, a young professional can feel like they are retaining their youth whilst working a 9-5 job. Although this consumer will have a lot more to pay for if they have moved out of home and into a city, their income will lead them to have more money to play with as well. They may find themselves treating themselves to new outfits for nights out. However, this type of consumer may begin to be attracted to long lasting, quality, luxury items and brands. The flagship and online collections involving up and coming designers and boutique brands are suddenly attractive to this consumer. For example, the current James Long for Topman collection, which is a series of reasonably priced designer knitwear that is made in Britain, would attract the young professionals. It would be deemed as a reward for hard work and a reasonable way of spending disposable income. This segmentation of consumer would most likely shop online as they are working throughout the week during the Topman opening hours. They may use their time shopping online to wind down from a busy shift at work and find online shopping rewarding. They are also heavily connected in social media and will use Twitter and Facebook to directly contact a brand by liking and following their page.

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Consumer Profile: Young Professionals

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I do but it annoys me to see everyone wearing the same threads

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Do you Shop At TOPMAN?

Do you shop at Topman? Yes, but it angers me when I see people wearing the same pattern of thread every day. Where do you shop? Because I am working, I like shopping at all saints. They offer a lot of smart quality clothing suitable for working every day and going out at night. Also enjoy shopping at vintage stores and even ebay for variety. How much money do you spend on clothing a month? Id say about 100-200. Where do you like to eat? Nandos, Pub dinner, wagas, Indian and Chinese restaurants and home. Where are your favourite bars? Camden, bricklane, covent garden, Nottingham, Chelmsford, What is your fridge staple item? Milk and cheese, dont need anything else in life. Which musicians/artists do you like? Enjoy foals, alt j, drum and bass and deep house artists. How do you purchase your music? I dont, I beat the system with illegal online downloads, sometimes the odd Christmas gift of a cd if Im lucky. Which TV shows do you watch? The only TV show worth watching was the office and Alan Partridge. Nowadays, tv documentaries about people who are undateable, death rows and the earth are enjoyable, and a bit of made in Chelsea. What magazines/newspapers do you prefer? Daily mail, the independent Do you read any blogs? Ive read a few yes, if they pull me in with good titles and topics. Good pictures are also key too for maintaining my interest What social media channels do you use most? Twitter, instagram and facebook Whos style/attitude or stylistic opinions do you admire? I tend to create my own trends for people to follow me and admire. But if I could choose one person it would be David Beckham for being the absolute boy. Do you own a smartphone? I do What apps do you use? News apps, shazam, soundcloud, camera apps What other technologies do you own and spend money on? My mac, watch and ipod shuffle Where do you get your hair cut? Lucky enough to have my mother do it for me. What grooming products do you use? Straighteners and some wax. How do you travel? Car, always by car. Buses are for peasants Who do you live with? My family at home saving the rent Occupation? Company surveyor for Ladbrokes in London

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Topman have found themselves with a new type of young male to attract. The heterosexual male with an unashamed interest in shopping, fashion, fitness and personal grooming, is becoming increasingly used and accepted to define male behaviour. Consumer age range is 16-24, as this type of consumer is cropping up across all circles. With an interest in sporting and participating in gym activities, they are very conscious of their body and it is often reflected in what they eat. Grooming products are almost as important as apparel as they are interested in a full image. They participate in lads holidays regularly and use vacations as a way of displaying their new clothing. Regardless of their income, whether it be student or full time occupation, they spend a large proportion of what they have on garments and grooming. Technology savvy, and tempted by discounts and promotional marketing online through social media.

metrosexuals:

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Consumer Profile: Metrosexuals

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Yes, I love TOPMAN Because I Can Find an entire outfit in one place!

Do you shop at Topman?

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Do you shop at Topman? Yes Where do you shop? River Island, Superdry, Armani How much money do you spend on clothing a month? About 200 Where do you like to eat? Pizza Express What is your fridge staple item? Orange Juice Which musicians/artists do you like? RnB How do you purchase your music? iTunes or Beat Port Which TV shows do you watch? Africa or anything with David Attenborough What magazines/newspapers do you prefer? GQ Do you read any blogs? No What social media channels do you use most? Facebook, Twitter, Instagram, Whos style/attitude or stylistic opinions do you admire? Usually look at what people are wearing everyday as opposed to celebrity. Do you own a smartphone? Yes, iphone 5 What apps do you use? Shazam! What other technologies do you own and spend money on? Macbook pro, Michael Kors Watch Where do you get your hair cut? Toni and Guy What grooming products do you use? Hair Wax, Fake Tan, Veet How do you travel? Car Who do you live with? Parents Occupation? I work in a restaurant

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Target AgE BUT Doesnt Shop at topmaN: WHY?

Here is somebody who falls into the target audience for Topman, however refuses to shop there. They think that Topman are too immature for their style and they prefer independent brands and love things that arent mainstream. With a high interest in technology and discovering new music as well as fitting into the generation Y stereotype of aspiring to their own five minutes of fame.

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Consumer Profile: NON-SHOPPER

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No, I have defiitely outgrown topman although people my age still shop there, I dont feel like they are offering a cool enough product range.
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Do you Shop at topman?

Why dont you shop at Topman? I associate the store with people much younger than me, as well as people who want to look like, and fit in with their friends. Many of the items I notice from the shop seem very childish and aimed at young teenagers. Have you ever heard of the Topman General Store? No!? What is your favourite fashion brand? (luxury or high street) I would deck myself out with Norse Project attire if I could, dollar dollar bill though. What do you like most about this brand? I like its exclusivity, and the quality of materials as well as the values they project. What is the first shop you would choose to visit on the high street? I would probably go into Size, I love Trainers What would Topman have to offer to interest you? If they were to release a line aimed more at students or young professionals then I would take more interest. The range should be more subtle than their current stock with less pop culture branding. Describe your style Skater infused with a bit of 90s hipster If Topman were to hold a music event, would you be interested? Again, if it was aimed more at an older clientele then it would appeal as the music they play currently in store does not interest me. This interview has drawn to my attention that some of Topmans target audiences are feeling they have outgrown the brand and that although it might have been a favourite brand when they were younger, they arent keeping up with the times and ensuring they still have the material to connect with the older age group. Although this interviewee states that he has not visited the General Store, which by the description of his interests, he would enjoy. With Topmans General Store being only accessible to those in the London area, and with very little promotional activity around the store, they are making themselves inaccessible to these consumers.

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Current Marketing Mix:

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Product:

They have a variety of different ranges within stores to accommodate for their target market. Topman ensure that there is stock that is seasonal and trend led, as well as always offering a basics range. With every range of stock they release, they have a variation of different patterns, colours and prints which again are seasonal.

Place:

Topman sell through a few different distribution channels including their own stores, mostly located inside a Topshop, as well as selling a large selection of stock online through their high performance website. They also sell through Debenhams, a department store, which often attracts a new type of consumer. Recently, Arcadia group have been globalising as a brand, and now Topman offer product to an overseas market in America, Australia and across Europe.

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Price:
The pricing strategy is always made affordable for their target audience who have little disposable income; however with it being the most popular high street store for young males, it means prices can be higher than its competitors.

Promotion:
Topman continue to produce the same portrait-style marketing campaigns to carefully show items of clothing and demonstrate outfit ideas. The campaigns are shown on big boards in store, magazines and across the internet. Topman rely heavily on social media for promotions, however there is room for improvement. With student offers and deals, they manage to secure more sales. A lot of big citites take part in a 20% off day whenever the student loan is received.

Due to their advertising campaigns constantly taking the same stylistic approach, there is no buzz around their marketing. Although their promotional activity and discounts are helping to secure sales, their advertisements arent new and exciting.

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Since the need of a younger image appears quite suddenly, at about 25, it should probably be kept in mind that in selling to people under 25, the youthful appeal may not be effective. A proper appeal to the youth market might actually emphasize topical appeal.
Thomas Frank The Conquest of Cool

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Competitor Analysis:
Brand Brand Personality
Fun Trendy Young Minded

Distribution Channels
Mostly proprietary stores however there is also an online store

Hip technically savvy cool fun popular

Online Store

Sleek sharp sexy

Own Stores and website

Funky Attention to Detail

Department Stores, Own stores, Online stores.

Sexy Cool Vintage Distressed Attractive Young Trendy Colourful Party Animal

Own Stores Website Department Stores

Own Stores Website ASOS

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Instore Environment
Basic and Comfortable. Displays and mannequins for outfit inspiration

Pricing

Competitive angle
Borad and varied rang of fashions for the entire family

Number of Stores (UK)

Cheap, fast fashion. Low but ethically sources prices

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No physical store but online environment is interactive and digitally innovative

Varied due to Marketplace, Boutique Collections and different ASOS labels and brands stocked.

Largevariety of stock due to not having to present items in a physical space.

Chic and spacious making for a relaxed shopping experience

Basic range offers low price option but more exclusive ranges can be expensive.

They can develop products in two weeks meaning that they are up to date with trends and have new product offerings every time a consumer enters the store. British Design with Tokyo Influences makes it unique.

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Influences from Japanese graphics and vintage Americana.

High cost for street/lounge clothing.

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Worn and vintage with a heavy dose of rock and roll.

High end casual and smart clothing for being a high street brand

romantically pre-aged look that evokes the past and a post-apocalyptic future.

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Inviting and heavily decorated with large points of sale to entice consumers.

Affordable for their target audience

Similar selection of products to rival brands but add a logo or pattern that is different.

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Contemporary Trends:

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Online:

The significant rise of technology across the world is playing an increasing role in every aspect of peoples lives. Mintel reported that in 2011, 58% of 10-15 year olds in the UK owned a mobile smartphone, and 50% also had a computer in their own bedroom. With these figures being on the up rise for not just young people, but for adults alike, we find an increase in the amount of consumers dual screening, where they are accessing media from two or more devices. Where this is apparent, many different brands and media resources can reach a single consumer. Mobile devices have provided a readily available 24/7 high street for customers who are technology savvy and this has helped retail brands to reach a larger audience, as people can access a brands website or application on the move. The digital revolution has in turn affected every single brand, product or service out there. It has changed the way consumers and a brand can interact with each other as well as changing the way that their services are offered. Due to the advancements in technology, social media in particular has become hugely successful. Social media platforms have allowed retailers and brands to prolong the life of advertising and marketing campaigns. When brands choose traditional channels of advertising and marketing, which incur large costs, it tends to mean only purchasing said space for a set amount of time. (Drapers, 2012) However, social media invites the consumer to decide how much time they want to spend on the promotional content and the brand can let it run for as long as they see fit, assessing it against key performance indicators and targets. Social media is a good way for a brand to widen their database. However, many brands have also faced the negative qualities to social media. An online monitoring company, Brandwatch, found that 36% of consumers online who interact with a brand through social media, do so to complain, (Drapers, 2012). If a brands online pages are largely negative, then it may decrease consumer loyalty and reliability of the brand. Each brand must use any negativity as an opportunity to tackle the feedback head on. ASOS in particular is a brand who has managed to deal with both positive and negative feedback very well by introducing a feedback page entitled HereToHelp. They delegate members of staff to dealing with consumers problems and ensure each complication is dealt with efficiently.

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Offline:

Sustainability:

With raw materials becoming harder to attain and less sustainable, fresh materials are becoming harder to source. This has led to an ever growing need for recycling existing fabrics and really cherishing the workforce that source them. Fashion sustainability is tending to the world whilst getting dressed, and this trend is becoming more noticeable to consumers through displays in retail environments. Programmes such as The Ethical Fashion Forum aim to develop a collaborative movement to change social and environmental standards in the fashion industry. Timberland have been working under the mantra of Make it Better for many years, and are constantly trying to ensure customers do right. (WGSN, 2012) There is a growing group of consumers that wants to purchase companies whose products and services reflect their values and whose character reflects their own, Hitesh Patel, for Timberland With consumers becoming more concerned about the environment, it is paving the way for recycling and sustainable elements of a brand to step forward. An example of a design group that use recycled materials to make fashionable items is SegraSegra. They are a Hungarian group that use bicycle inner tubes to make leather like jackets and t-shirts, (The Cool List, 2012). In the future, when raw materials become more scarce, high street fashion brands will find the need to adopt these ways of working to create new design pieces for their collections.

What about the human cost? (Ecouterre, 2012)

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Heritage:
In the past, the UK was celebrated for its industrial and manufacturing nature but with new manufacturing super countries such as China dominating, the UK is being left behind.Britain has been at the forefront of the media throughout 2012 with the Olympics and the Queens Jubilee; and in turn it has brought a fresh focus to Britain and its locally made goods. The Made in Britain campaign was a way of encouraging consumers to buy British-made products. Research showed that many shoppers would buy products manufactured in the UK if only they were easier to identify. Once a logo was created for the campaign, products were being made and sold in the UK and a feeling of heritage was passed from brands to consumers. However, with the huge rise in demand for British made products, UK manufacturers began to find it difficult to manage. Drapers then introduced its Save Our Skills campaign. This is an attempt to encourage apprenticeship schemes for skilled workers in the UK. Phillip Green, founder of Topman, spoke about his views on the Made in Britain campaign, I am very supportive of seeing if we can open more factories in the UK. There is an opportunity to look at derelict factories to see if we can reopen them again in an intelligent way. Is all our production suddenly coming back here? No. Is there an opportunity to do some production here? Hopefully there is and were going to try, (Retail Week.) Topman have launched a premium suit line which encourages the Made In England trend. With a personal take on traditional Harris Tweed and traditionally woven textures; they have created a product line that is simple, understates and luxurious. The consumer type that would be interested in the more exclusive, luxury side of Topmans product offerings would really appreciate the notion that the garment has actually been made in the UK, as they tend to be more bothered about the clothings origin.

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Custom Fashion:
Not necessarily a new trend, however one that certainly isnt budging; is that the consumer is deciding what they want to see on the shelves and designing products specifically for them. A variety of leading footwear companies have tapped into DIY trainers with leading market players forming Nike ID, Customise a Converse and Vans custom shoes. Consumers who buy into these brands are finding excitement from buying products which are absolutely exclusive to them, giving them individuality and helping them to stand out. It also helps a brand to gather trends and see exactly what sort of styles their consumers are currently interested in, giving them invaluable market research.

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Mixing Online With Offline:

In-Store Experience:

Combining bricks and clicks brings retail environments and digital advancements together to create an in store experience that is interactive. One digital trend that has swarmed retail environments is the evolution of tablets, in particular the iPad. Brands are using them as an effective way to create virtual realities, visual aid and to speed up customer orders. This is in turn generating impeccable and noticeable higher standard of customer service. Sales assistants are using iPads featuring a range of digital technologies to encourage customers to play with and try on jewellery and watches virtually. One technology company has almost doubled in size in the past year to accommodate demand from watch, jewellery and luxury clients. (Financial Times, 2013) Technology in retail is proving very successful to brands and customers alike as it gives an accessibility and range to the brands product range that wasnt necessarily available before. In 2012, Burberry opened a huge store on Regent Street, which is home to 100 digital screens and 160 iPad terminals. Each visit to the store feels like an experience as a display of multi-sensory experiences including digital rainstorms and lightning are played in store, (Financial Times, 2013). With more and more luxury brands blurring physical and digital worlds, it wont be long before high street brands will be following suit. Advancements in technology are helping shoppers to feel more inclined to visit a physical space, keeping in-store shopping environments alive. With the current consumer being very money conscious, it is important that they purchase products from a reliable, trustworthy and impressive brand; as investing their money into something will no longer come freely. With impressive use of technology and in-store environment, it will give connotations of success and depict an attractive lifestyle for consumers.

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click

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click and collect:

With multi channelling becoming easier for brands, most retail stores now have a click and collect service to make shopping more convenient for customers. Shoppers can search leisurely online at a large variety of stock and get it delivered to their local store. It acts as a substitute for the hassling delivery service, ensuring a product is locally available, however to pick up at their own leisure. From a brands perspective it very much has its advantages as it gets a consumer that has already been shopping online, to be immersed in the physical environment of the store and hopefully be tempted into other products from effective points of sale. Topman have already got plans to increase their online business by introducing a free click and collect service. (Telegraph, 2012)

& COLLECT
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New Media Innovations:

3d Printing in fashion:
One innovation, which is quickly breaking its way into the world, is 3D printing. It is a process of making three-dimensional objects that are solid all from a digital model. With it being such an exciting advancement, many brands and designers are straining to be a part of it. The N12 (Nylon 12 material) bikini is the worlds first ready-to-wear 3D printed article of clothing, (Continuum Fashion, 2012). The intricate design of the bikini mirrors the sophistication possible with 3D printing. Many other designers are picking up on this trend and experimenting with the design concepts surrounded with this style of printing. With ready-to-wear clothing becoming available from 3D printing, it has opened up a door to brands enabling them to get involved.

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Social Media Personalised Service:

Nowadays, a brand is required to be online to survive, which has resulted in new ways of personalising services directly for your consumer through social media. Volkswagen have introduced an application that analyses their Twitter follower accounts and makes a suggestion as to which model car would best suit them. This helps build a personal and promising consumer-brand relationship.Along with exciting new social media techniques, there are also the old effective ways of using promotional material, discounts and offers to lure in a consumer, but also to expand the brands database. this is something topman is already successfully carrying out.

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Youth menswear Market:

A perceptual map to show where topman and its competitors fall on the high street

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Where there is a slowdown in the general economy, fashion conscious, fickle teenagers are managing to keep the clothing market afloat. Cash-rich young people are ploughing most of their money from part time jobs back into the clothing industry. The state of the economy has fully impacted young people, and unemployment rates have soared. This has had a knock on effect on what items of apparel consumers are purchasing. Many young people are purchasing more t shirts, and the buying of outerwear has dropped by 6% since 2011. Unemployment has also affected the number of suits being bought by under 25 year olds, however although sales have declined, there are still young consumers buying suits for interviews as they attempt to get back into employment. (Mintel, 2012) Specialist clothing retailers, such as Topshop, Next and GAP, account for the biggest share of spend, attracting between 68%-71% of all consumer expenditure on clothing during 2012. Department stores, sports goods retailers and mail order houses also vie for a share of shoppers wallets but these are not so well positioned as some of the specialists to respond quickly to emerging fashion trends. This is where retailers like Topshop, H&M, New Look and Zara have carved a reputation, with their ability to pre-empt latest catwalk styles at affordable prices and with the shortest possible lead times. 61

Jeans and t-shirts are the most bought clothing items by under-25s (Mintel, 2012)

Conclusion:

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Thus to conclude, from extensive research into Topmans current marketing strategy and in depth knowledge of their consumer segmentation; it has become apparent that although Topman are performing well in the current economic climate and are still attracting a portion of their target consumer, more effort needs to be made into appealing the lost consumers and particularly people who feel they are out growing the brand. There isnt enough attention drawn to the Topman General Store and therefore they are losing potential customers by not advertising it sufficiently. Research indicated that had people have heard of the general store, they would have made an effort to visit it. Overall, if a new marketing strategy was developed and imple-

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Appendix:

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Survey Results:
I conducted a survey, which was carried out by 105 people varying from the age of 16-25. Do you shop at Topman?

For the 20% of my sample that dont shop at Topman, I asked them what there reasoning was. Top answers included: Because everyone else does I used to but now I feel a little bit old to shop in there. Not my style, chavs seem to have gotten a hold of it. Seems like what One Direction would wear. These results show that Topman arent offering a product range that reaches their entire target audience as customers are feeling too old for their stock. Have you ever visited a Topman General Store?

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With only 33% of the participants having ever visited the Topman General Store, which is aimed at the more individual and possibly older side of their target audience, it is apparent that enough marketing has not gone into advertising and popularising the new store concept. Although, with the fact that the Topman General Store is only located in London means that for anyone living further afield, they do not have access it. When asked what their favourite clothing brand was, Topman was only mentioned 12 times. Other brands included Vans, Stussy, American Apparel, All Saints, Superdry, River Island and Urban Outfitters. To find out the perception of Topman, I asked the participants to describe Topman in three words: Indie Popular Urban Predicable Affordable Boring Cheap Normal Trendy Current Thin How would you prefer a brand to communicate with you?

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Where do you prefer to shop?

I found these results suprising as I expected young males to prefer shopping online as they are so technically savvy and usually claim to dislike shopping. However further research showed that they enjoy trying on and feeling the fabrics as well, and enjoy collecting items to make an outfit; although they do still enjoy shopping online. When asked if they feel like Topman appeals to their age group; the general consensus was that through student offers and affordable prices for fast fashion, it does appeal to a large proportion of their target audience. However they do not follow their target audience to the end, and tend to lose customers who feel they have outgrown the brand. This is when consumers begin to find independent or less mainstream retailers and brands as they feel a need for individuality.

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Bibliography:

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ONLINE REPORTS:

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Ferdows, K. (2005). Zaras Secret for Fast Fashion. Available: http://hbswk.hbs.edu/archive/4652.html. Last accessed 25th Jan, 2013. Lau, S. (2013). Bubble and Speak. Available: http://www.businessoffashion.com/. Last accessed 28th Jan, 2013. Friedman, L. (2012). The 8 Best Social Media Campaigns 0f 2012.Available: http://www.imediacon- nection.com/content/33270.asp . Last accessed 5th Jan, 2013. Superdry. (2012). About Us. Available: http://www.superdry.com/. Last accessed 25th Jan, 2013. Topman. (2011). Responsibilities. Available: http://www.topman.com/webapp/wcs/stores/servlet/CatalogNavigationSearchResu ltCmd?catalogId=33056&storeId=12555&langId=-1&viewAllFlag=false&categoryId=278561&interstitial=true&geoip=noredire ct. Last accessed 20th Jan, 2013. WGSN News Team. (2012). London get its own mens fashion week in June. Available: http://www.wgsn.com/content/report/news/2012/ jan_stories/jan_23/news_story_jan_235.html. Last accessed 26th Jan, 2013. WGSN News team. (2012). Topman Launches Premium Suit Line. Available: http://www.wgsn.com/content/report/news/2012/nov_stories/ nov_1/News_story_nov_116.html. Last accessed 21st Jan, 2013.

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East, R. Vanheule, M. Wright, M. (2008). Consumer Behaviour. London: Sage Publications Ltd. 119-125. Frank, T (1997). The Conquest of Cool. Chicago: The University of Chicago Press. 105-127. Bohdanowicz, J. Clamp, L (1994). Fashion Marketing. London: Routledge. 66-67.

Brooks, D. (2012). Innovations in Fashion. Drapers. 1 (1), 3-7.

Report:

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Katrna Luder FMB3 Research Project Stage 1

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