X

Simplicity is the ultimate sophistication. Leonardo Da Vinci

By Leila Violet Bailey

 Strategy
My Strategy is to create a collaboration with Topshop and Kanye West by making a
Genderless/ Androgynous line which also contains Male and Female options for the average
consumer. It will be affordable/ cost effective compared with his last 2 premium ranges and I
hope this will encourage a wider variety of consumer to come instore or buy online.

It will be aimed at the 16 30 age bracket which although may seem quite large is relevant,
to the age of his fans that have gotten older over the years but after speaking to people
younger than me and I feel the broadness of the consumer must be taken into account
when producing a range like this.

I will incorporate elements of his last 2 collections and use a variety of silhouettes from his
other ranges to inspire me when creating one for Topshop. I have developed a seasonal
fashion trend and a commercial capsule range for A/W 2016 that will be sold in store and
launched on line on the 4th of October 2016.

I will show the way the evolution of technology and communication will affect/ contribute
to my range , who it will be aimed at, how of buying will come into play and a variety of
other aspects of the fashion industry such I will use to launch his collection. I have decided
for it to be launched not only online but also instore which I will talk about as little later
within my overall plan.

I have chosen not only to challenge myself as it is not like any of the previous assignments
Ive done e.g.. Colour pallet, look of clothing, male celebrity. but also as after looking into
Kanye's past I have been inspired by his courage and influential qualities and see a gap in the
market for a range like this.
 Reference log - what has been rejected
along the way

My initial idea was to create a collaboration with Gigi Hadid and Topshop
however I soon realised that using a girl as inspiration was something I had
done before and I wanted to challenge myself by choosing a male to
collaborate with, as this would encourage me to get out of my comfort zone.
Then I chose to base my launch on the 3rd floor of Topshop, however after consulting one the
sales assistants at there I realized that the premium clothing from expensive/ alternative brands
were featured downstairs. I then decided as my collaboration was going to be with Kanye West,
I should change this to the ground floor by the entrance so the mass Topshop consumer could
see it as they walk in and feature the boys section of my range upstairs in Topman.

Male Both Female

Finally I decided I wanted to launch my collection in several stores throughout England, however I
Another one of my ideas at the start of this project, was to make my line male have since gone again that decision and Im going to put the collection line into Londons flagship
and female. However after looking into Kanyes background and referencing his store located in oxford street to test it out first. I came to this decision after thinking about the
previous line, I decided I would like to make the launch genderless while also pros and cons of collaborating with such a huge artist and if the line doesnt sell we can easily pull
featuring some masculine and feminine clothing. it out of this store without it affecting profit in other Topshop stores throughout England.
 TOPSHOP & TOPMAN
Topshop started in 1964 they now have 300 stores in the UK alone and ship
to more than 100 countries. I decided Topshops Oxford Circus flagship store
would be the perfect place to launch Kanyes new collection due to their
versatility and the fact that they also have an upper floor created for men
Topman. Topshop are now even part of the long-standing retailer The Arcadia
Group and are also the only high street brand to feature in London Fashion
Week. Although Topman was set up later in 1978 they are one the biggest
male retailers worldwide and now have over 250 stores in the UK and 154
stores internationally across 31 countries. America also have stores in LA,
Vegas and New York as well as over 40 Nordstrom stores housing the brand
which will be great as Kanye lives there and if the collection sells well it will
be easy to ship to American stores. They have both featured a variety of
celebrities in there style columns and used them to collaborate with in the
past which is why I feel they would be a great company to join forces with in
implementing the strategy I would like to follow through.
 PRIMARY RESEARCH

I decided to do some primary research by visiting Topshops Flag ship

store in oxford street, to have a look around and decide where Kanyes
collection would best fit. After trailing up and down aisles and speaking
to a few sales advisors, I decided that placing the range on Topshops
top floor ( Topman) would be the best idea. One of the sales assistants
told me that they are actually already looking into bringing in elements
from Kanye's first line, and have taken inspiration from him when
speaking to their design team. They have focused a lot of this on their
basics section however he told me it was a great idea that we would
be collaborating with Kanye as his style has spread among not only
men but also women. However they felt by placing the range in
Topman and then having a few items on the first floor would be the
best way to maximize profit. Ive decided that the collection will be
placed near the front of the escalators at the entrance to grab
customers attention and will be 5 by 10 square metres of store space.
 SECONDARY RESEARCH
Secondary research involves gathering existing data that has already
been produced. After scouring the internet to look into the pros and
cons of collaborating with such a huge controversial Artist,
I saw that what I had envisioned had substance and began to look at his
fashion show Yeezy season 1.
All models where made to look extremely simplistic, wearing nearly no
makeup and stand in a straight line with no expression when the light
shone on them. I believe this will help me a lot with VM as I can use this
as my muse when perfecting the overall look of the floor and online
presence. I also watched a DVD made my MTV which followed around
Topshop in New York over 24 hours. This showed me the daily tasks
employees at Topshop faced and helped me in choosing Topshop as the
brand I would like Kanye to collaborate with. Finally to help me with
the male side of my customer profile I looked up Male consumer
profile Topshop on YouTube, which showed me 3 different types of
Customers. I then merged them all to make the perfect customer to
compliment my collection and what kind of person I thought would
want to buy the line.
A little about Kanyes Life and why I chose to collaborate with him

Kanye Omari West was born in Atlanta, Georgia, on the 8th of June in 1977. After spending
time rapping and working with local artists, West moved to New York in 2001 to follow his
dreams of becoming a musician full time. After dropping out of college (one of the many
things that he took for inspiration when he released the album The College Drop Out) he
began producing tracks for Jay-Z which contributed to his album The Blueprint while
polishing his demo. The album sold more than 420,000 copies in the first week alone. West
went on to produce for a handful of celebrities including rappers/singers such as Ludacris and
Beyonc. He signed a deal with Roc-A-Fella Records (Jay-Z's label) in 2002 and began
recording in the studio.

Commercial success

In 2004 on the way home from a session in Los Angeles, West fell asleep at the wheel and was
involved in a car accident that left him with a fractured jaw in 3 places. Even with his jaw
wired shut, he returned to the recording studio to complete his debut song Through the
Wire and release The College Dropout. The album sold over 2.6 million copies and earned
him a Best Rap Album Grammy. in 2004. His follow-up releases have been equally successful
giving him a total of 21 Grammys, 92 awards and 369 nominations.

Personal Loss

On the 10th of November 2007 Kanye was devastated to find out that his mother, Donda
West, had died due to complications from cosmetic surgery. Moving on after his tragic loss,
West put out his next album, 808s & Heartbreak, in 2008. The recording reached the top of
the charts and featured several hits, including "Heartless" and "Amazing."
Later on in life after dating a series of women Kanye Finally found the one for him.
Kim Kardashian Became Kim Kardashian West On May 24, 2014. Kanye first met
Kim in 2004 when she was married to Damon Thomas. hes always said from that
moment he would always have a thing for Armenian beauty. In September 2007 the
friends ran into each other at the Intermix party in Beverly Hills. After he split from
Alexis ( his ex-fianc) in 2008, the Gone hit-maker hooked up with model Amber
Rose while Kim was busy dating Reggie Bush.

After Kim split from Reggie for good in 2010, Kanye also split from Amber that
same year. Kim dated guys then decided to get married to basket ball player Kris
Humphreys. Soon after however there relationship broke down and once again
Kim was off the market, shortly after Kanye swooped in and stole his chance. After
wedding Kim and Kanye had 2 children North Born on the 15th of June 2013 and
saint December the 5th 2015.

Kanye West quote about Kim : "She gave me family. She gave me a support system,"
Kanye recently shared with BBC Radio 1. "She gave me everything.

From all of these tragedies Kanye West has become one of the most famous
celebrities known for his outrageous statements, relatability, likability and overall
persona, he has been able to adapt/ bounce back from a series of difficult situations
and has recently launched 2 Lines Yeezy Season 1 & 2.
I believe this makes him the perfect candidate for a collaboration like this and hope
through his Music and online/offline presence he will be able to promote this
launch to a wider variety of people.
 Consumer Profile

Yeezy X Topshop
Mainstream / High- end Customer

Gender/ age : The average age of the Topshop/Topman Customer

is a young male or female ranging from 16 27.
Customer Size : 6 20 (women's) S-XL (men's)
Social Economic :
Quite fortunate in terms of money e.g. able to afford holidays/ go travelling dine
at high end restaurants and spend an average amount on clothes every year.
Residential status : Living with Parents / student accommodation / Renting a Flat /
Apartment
Martial Status : Single/ Partner/Married
Family : No Children
Occupation : Full/ Part time Work/ Studying (Professional , Well paid)
Income : 2,500 25,000 +
Education : School Lever / College/ University (possibly Fashion related)

I have decided to base my customer profile around a girl called Kimberley and a
Boy Called Blake. They both not only see Fashion as a necessity but a Lifestyle,
they compliment their outgoing nature with their love of fashion by partying in
high end clubs, going on holidays, attending London Fashion week, eating out and
expressing their interest in fashion through social media, by uploading the newest
trends to their Instagram/ blogs. They love to combine their wild lifestyle with
Fashion and are great examples of what type of customer both Kanye and
Topshop/Topman are looking for.
 Yeezy Season 1 & 2 VS Yeezy X Topshop

I have taken a lot of inspiration from Wests line Yeezy Season 1. The
collection triggers a surreal, earthy, futuristic look that mainly uses the shades
Khaki, Beige, White, Brown , Blue and Black. I am going to use this as a guide
line for the pantones I will choose, as my collection is going to be more
mainstream and I would like to slightly change these colours by making them
lighter or darker. I would also like to use some of the silhouettes he has
previously used, when creating my Range Plan and picking out the appropriate
Cads/ Flats. His first range mainly included a variety of oversized tops, jackets,
sweatshirts and leggings entwined with Vanessa Beecroft inspired
underwear. After watching his fashion show I also examined how the models
moved, which poses they were made to have and the ambience which was
created, this gave me a series of ideas when thinking about what I wanted my
VM to look like.
Colour pantone references
I have chosen colours
that I feel will best suit
my range and
compliment the clothes I
have chosen to develop
while also featuring
some of Yeezy season 1
&2s characteristics.
Directional
Basics
I then assigned
symbols to
categorize the
different types of
Fashion
clothing that would
be in my range. this
in turn affected the
pricing of the
clothing e.g. basics
being the lowest
and Directional
being the most
expensive.
Range Plan
Yeezy X Topshop/Topman Range
Mens

PROD: Y33ZY69
Style :Boxy T-Shirt
50% Cotton (jersey)
50% Polyester
COO: China
32

Similar Item
Yeezy X Topshop/Topman Range
Mens

PROD: Y33ZY09
Style :Long Sleeved Yeezy Top
95% Polyester, 5% Elastane
COO: China
28

Similar Item
Yeezy X Topshop/Topman Range
Mens

PROD: Y33ZY69
Style : Yeezy
Layered Top
70% Cotton
(jersey) 30%
Polyester
COO: China
42

Similar Item
Yeezy X Topshop/Topman Range
Mens

PROD: Y33ZY88
Style :Layered
Hoodie
83% Cotton, 17%
Elastane
COO: China
69

Similar Item
Yeezy X Topshop/Topman Range
Mens
PROD: Y33ZY57
Style : Yeezy
Jumper
65% Cotton,
35% Polyester
COO: China
60

Similar Item
Yeezy X Topshop/Topman Range
Mens

PROD: Y33ZY48
Style : Speckled
Jersey drop
crotch Shorts
70% Cotton, 30%
Polyester
COO: China
72

Similar Item
Yeezy X Topshop/Topman Range
Mens
PROD: Y33ZY46
Style : Eazy Yeezy
Boots
90% Leather 10%
Rubber
COO: Italy
85

Similar Item
Yeezy X Topshop/Topman Range
Womens
PROD: Y33ZY92
Style : Yeezy Basic Crop
Top
Cotton/Spandex Jersey
(95% Cotton / 5%
Elastane)
COO: China
26

Similar Item
Yeezy X Topshop/Topman Range
Womens
PROD: Y33ZY94
Style : Yeezy Bralet
95% Polyamide, 5%
Elastane
COO: China
36

Similar Item
Yeezy X Topshop/Topman Range
Womens
PROD: Y33ZY95
Style : Eazy
Bandeau
96% Polyester, 4%
Elastane
COO: China
32

Similar Item
Yeezy X Topshop/Topman Range
Womens
PROD: Y33ZY70
Style : Yeezy Crop
top with Collar
Detail
85%cotton
10%leather 5% Metal
COO:
52

Similar Item
Yeezy X Topshop/Topman Range
Womens
PROD: Y33ZY68
Style : Yeezy Mesh Long
Sleeved Crop top 65%
Cotton 30% Viscose, 5%
Elastane
COO:
52

Similar Item
Yeezy X Topshop/Topman Range
Womens
PROD: Y33ZY81
Style :Easy Yeezy
Winter Leggings
Cotton/Spandex
Stretch Terry (91%
Cotton / 9%
Spandex)
COO:
38

Similar Item
Yeezy X Topshop/Topman Range
Womens
PROD: Y33ZY09
Style : Yeezy High Ankle
Heeled Mesh Boots With
Perspex Heel
Synthetic 80% 20% Perspex
COO: Indonesia
52

Similar Item
Yeezy X Topshop/Topman Range
Genderless

PROD: Y33ZY84
Style : Eazy Jersey
Tank Top
100% Cotton
COO: China
15

Similar Item
Yeezy X Topshop/Topman Range
Genderless

PROD: Y33ZY12
Style : Easy Yeezy Boxy
Top with Low Back
50% Cotton (jersey)
50% Polyester
COO: China
48

Similar Item
Yeezy X Topshop/Topman Range
Genderless

PROD: Y33ZY70
Style :Eazy Boxy Top
Lengths Sleeves
50% Cotton (jersey)
50% Polyester
COO: China
48

Similar Item
Yeezy X Topshop/Topman Range
Genderless
PROD: Y33ZY19
Style :Distressed Yeezy T-shirt
50% Cotton (jersey) 50%
Polyester
COO: China
65

Similar Item
Yeezy X Topshop/Topman Range
Genderless
PROD: Y33ZY48
Style : Longline Yeezy
Jumper
58% Cotton, 42%
Polyester
COO: China
62

Similar Item
Yeezy X Topshop/Topman Range
Genderless

PROD: Y33ZY17
Style : Runway Yeezy
Top
94% Cotton 6%
Elastane
COO: China
72

Similar Item
Yeezy X Topshop/Topman Range
Genderless
PROD: Y33ZY26
Style : Easy Yeezy
Tracksuit
Bottoms
85% Cotton, 15%
Polyester
COO: China
8-14 & S- XL 55

Similar Item
Yeezy X Topshop/Topman Range
Genderless

PROD:Y33ZY39
Style :Yeezy Bomber
100% Nylon
COO: China
65

PROD:Y33ZY38
Style: Yeezy Longline
Bomber
100% Polyester
COO: China
82

Similar Items
Yeezy X Topshop/Topman Range
Genderless

PROD: Y33ZY29
Style : Military
Longline Sleeveless
Coat
65% Polyester 35%
Cotton
COO:
75
Yeezy X Topshop/Topman Range
Genderless

PROD: Y33ZY45
Style : Runway Yeezy Coat
75% Wool 25% Cotton
COO: Russia (wool) China
(cotton)
125
Yeezy X Topshop/Topman Range
Genderless

PROD: Y33ZY99
Style : Yeezy Basic
Socks
100% Cotton
COO: China
12
Yeezy X Topshop/Topman Range
Genderless

PROD: Y33ZY48
Style : Eazy Yeezy
Trainers
90% Real Leather
(suede) 10 % Rubber
(sole)
COO: Italy
75 Junior (3-5.5)
105 Mens and
Women's ( 6-12)

Similar Item
 Price Architecture

Directional 25%
Price architecture

Fashion 50%

Basics
25%
 Since the new age of Social Media , Reality TV stars and
the fact that you can now be famous for pretty much just
being famous, Kim and Kanye have caused a stir
worldwide in more ways than one. With Kanye taking to
twitter to dispute his version of 3rd world issues and
Kims posts that was said to break the internet they are
the perfect pair to launch a collection like this.
Although technically it is Kanye who is collaborating with
Topshop, as weve seen very recently Kim is willing to
stand by her husband through thick and thin e.g. the
Snapchat that turned Taylor swifts world upside down.
Regardless I hope that they as a pair, will use their
following and social media platforms to publicise this
launch in the correct manor, as Ive seen them do with all
their other collections, fragrances, music and products.
 Internal marketing What will Kanye do?

Working with such a massive artist will

Celebrity Endorsement is a channel of
contribute a lot in terms of marketing, as
brand communication in which a celebrity
Kanye is able to get the word out about the
acts as the brands spokesperson and
new launch a lot more effectively compared
certifies the brands claim and position by
to other celebrities. he has not only been
extending his/her personality, popularity,
around a lot longer but he is also looked up
or expertise to help the brand. They
to and has a massive fan base through music,
might even collaborate with a brand by
art and Fashion . He has agreed to publicise
producing a product or a clothing line
the new launch at his concerts, through
much like mine. In a market with an
exclusive interviews (with the Sunday times,
increasing number of local, regional and
Hype beast & Mtv which will take place later
international brands, celebrity
in September) and through twitter which is
endorsement is a great way to appeal to a
run solely by himself. As he is co-funding the
wider range of consumer and show that
range we hope this will encourage him to be
the brand wants to differentiate
fully apart of this new venture and excite
themselves from other retailers.
customers and fans around the world.
PR & Marketing
PR & Marketing is an evolving industry which has been revolutionised in current years due to
the success of the internet, E commerce and Social Media. All these platforms are now used
as a valid form of communication, with the increase of Fashion Bloggers/ on-line magazines and
the decreasing number of traditional publications e.g.. newspapers and magazines, many
retailers have been drawn to using these online databases to reach a wider range of consumer.
I have decided to market the 16- 30 age gap which fits with the statistics I found, I believe they
will use social media platforms such as Instagram, twitter, snapchat,YouTube and Facebook
which also fits well with what Kanye and Topshop/Topman already use. Because of the young
age bracket I have chosen, as a 20 year old myself I feel it would also be great to send some
clothing to a few up and coming people in the public eye as they could pass on the message
about how great the clothing is to their thousands of followers. This has worked for the likes of
BOOHOO e.g. they used Geordie Shores Scotty T in their most recent male campaign which
spread the word to a lot of young people who wouldnt usually shop there.
Annual growth Chart SmartInSights

Social media used by different age groups Social Media Engagement chart US - SmartInSights
 The Girls
The first girl I chose to send a
few items to is called Niykee
Heaton. Niykee is already known
for her beautiful voice and
outlandish clothing which is why
I feel like she would be a great
spokesperson for this
campaign. She also already
posts pictures on Instagram
showing off her casual/street
style and is currently touring
worldwide which means she
could wear some clothing on
stage and grab the audiences
attention, this may even lead
them to wanting to by her outfit.
Shannen Peroomal maybe from a
small town in Austria however she
is one of the many amazing
bloggers I look
up to, not only
does she dress
to impress but
she also uses her
initiative and
creativity to turn any
outfit from day to night. With her
casual yet chic style I hope she will
get the word out about this new
launch and entice her followers into
buying this collection.
 The Boys

Max Hamilton is one of the men I Alex Bowen recently starred in

would like to send some clothing to as ITVs Love Island and has since
he fits the type of person I think not become a massive star and style
only would wear this range, but he is icon for boys/men who watched
also a well known model in London. the show. I feel
He has a large with his style
following from men and new fame
but also he will publicise
women which the new range
will help sell the to all his
Genderless part of followers
my and give of an edgy vibe when
range. wearing the clothing that I will
send to him.
 Marketing mix The 4ps Marketing Charts
For Topshop/Topman and The Yeezy Collection

Place
Price
-Online
-Premium Price for Yeezy Collection
-Topshop/Topman Flagship store
-Competitive Price compared with
other high street clothing ( oxford street)
-The collection could be
featured in the future on an
online retailer ( ASOS) Slide Share Map by Jessica Moore Econsultancy Social Media Map (2012)

Promotion Product
-Yeezy collection ( celebrity -Clothes (Men's , Womens
endorsement)
Shoes)
-Social Media Promotion e.g.
Instagram, website, twitter -Accessories
-Fashion show -Confectionary

Econsultancy Retailer Graph ( 2012)

 Press Release

X
TOPSHOP and Topman are excited to announce their new Autumn/Winter collection with one of the worlds biggest musicians
Kanye West.
He has been chosen as the creative director and co-designed the range to reveal his knowledge of fashion and used his own
collection as inspiration when to creating a more affordable line, which is applicable to a wider range of consumer. The exclusive
collection will be available from the 4th of October in a Topshops Flagship store in London as well as on-line worldwide. The
collection includes clothing for men, women and contains a large Genderless range which we hope to intrigue customers due to the
future of merging trends between Men and Women. This Portion of the range will not be Unisex but includes a variety of
contemporary silhouettes to suit any and every gender. It has elements of Kanyes previous collections using similar colours to
those he has used before. The key colours featured are Beige/Tan, Mauve, Moody Blue, Murky Green and of course White and
Black. With the Combination of Topshops High-street prices and a splash of Yeezys Edginess we have used premium and robust
materials to last a lifetime. The collection incorporates clothing such as the classic T-shirt, yet has been transformed it into a stylish
modern version by using Kanye to inject his fresh flair across the range.

I am so excited to be collaborating with Topshop and to have the opportunity to reach a wider audience. In previous
collections Ive designed the pricing of has been higher than this but I hope by lowering the value of my range everyone
and anyone will wanna embrace my clothing and experience the utopian feel that they give me when Im wearing them.
We live in a new world England, experience it exclaimed Kanye West.

"Kanye is one of the biggest Artists of our time and we are thrilled to announce he is collaborating with us. The collection
for Topshop will not only be chic but appealing to every age and we hope to collaborate again with him soon. This is such
an exciting venture for us and is perfect for Autumn/ Winter,"- Me (creative advisor buying and Team Leader for the Launch)
Further information and images please contact Me (Leila Bailey) at the Topshop press office on: Leila Bailey at
leilavioletbailey@topshop.com
or Tele: 44 7469898495

Follow Topshop on :
Twitter @Topshop
Instagram @Topshop
Facebook @Topshop
 Online Strategy

I have created an example of what

X TOPMAN
The Latest collection From Kanye West is here!
Experience his simplistic futuristic vision with a
variety of different clothing to suit your everyday
needs. Knitted tops , Sweatshirts and Biker bottoms
made to transform any basic out fit into a premium
getup. Its officially Yeezy Season.
Clothing Brands
Yeezy X
TOPSHOP/
TOPMAN
the launch will look like on the
Topman or Topshop website. After
looking at what previous
collaborations have look liked
online I have added in a tab where
you can filter by brands e.g. Yeezy
X Topshop/Topman. I have chosen
colours which I feel compliment
not only my range but also go
well with all colours I've used
throughout the VM (on and
offline). I feel with this easy
navigation and combination of
neutral tones, the layout is
appealing not only to men but
also to women.
 Social Media Presence
For this launch to work we have to use all types of social
media to reach out to as many consumers as possible, you
will be able to see some of the range on Topshop and
Topmans Instagram and click the link in the bio to take
you directly to the page, making it easy for the everyday
consumer to buy quickly and efficiently. I would also like
Topshop to send out a variety of Tweets and Facebook
posts on their pages before the launch to get the public
excited. There would also be a snapchat filter much like
the New Crunchy Bar or Nike one which acts like a
border around the persons video or photo on the day
that the collection goes in store. Finally there will be an
advert made for the new collection which will play within
music videos, tutorials to alert people using YouTube
about the new line.
Offline strategy instore

When distinguishing between different roles within Topshop/ Topmans wider team structure, I
decided to allocate a small team which would will be specialised (Belbin) in of their roles and
who are dedicated to influencing customers to buy Kanyes collection and ensure high Celeb
profit/sales. This team will not only work closely together but also with 'Head Office' so that (Kanyes)Team

they are able to resolve any issues and achieve store targets set at the beginning of the launch.
For the team to succeed I as Team Leader will give out duties for my small team to complete
everyday -making sure the shop floor has been replenished on a regular basis and keeping
customers as happy as possible. I will to take on an autocratic approach (Lewin) to Supervisors,
HR and Finance Topshop/Topman
Stock room and Sales assistants to ensure high profit margins. However when consulting with Team Operations team
the VM specialist/ Buying team over at head office I will take on more of a democratic approach
as they need to explore a variety of different ideas and use there creativity to produce beautiful
clothing and well thought out displays (Pink). However the final decision must always come
down to me. I will also take on this sort of tactic when co-operating with Kanyes team as they
will also have to keep an eye on the range and check that all his ideas have been fully
implemented. Therefore Topshop/Topman as an overall team will have to take a Laize faire
attitude towards him as he will need to feel in charge at the beginning, so later on he is more
open change. The wider team (the one shown to the left) will meet up every month and the PR / Marketing Buyers and VM
smaller teams (the ones shown on the next pages) will meet up every week over the 12 week Team Team

period.
Store Team
Head Office Team
Environmental Factors and Health & Safety
Staff Training For a business to run successfully all staff must be fully trained in the area they work in. Luckily
in this case the people who I have employed are all specialists in what they do therefore hopefully they will
not need training . However I intend to hold team meetings at the start of everyday and alert staff on the
targets that must be hit to make sure everyone is aware of what they need to achieve that day.

Merchandising on shop floor All price tags will be placed on the inside of clothing so the customer is able to
see each product for what it is without looking at the price first. However If we decide to do a sale to get rid
of stock fast we may put up signs to grab the customers attention and increase profit.

Product Labelling All clothing labels will include washing instructions, flammability and COO (country of
Origin) so that Topshop is not liable to be sued by customers for not knowing their T-shirt was flammable/
shouldve been washed on a lower temperature.

Customers shop floor Safety when there are any spillages or sharp items sales assistants will have already
completed basic training ( put up signs in order to alert customers/ basic first aid ) so that they can easily help
the customers /other employees without a second though.

Fair Trade Laws We have a variety of laws set in place for our own safety and security however due to the
EU Referendum (Brexit) some of these may change. However we still entitled to our rights and countries
trading with us are not allowed to gain anti-competitive practices (e.g. price fixing and bid rigging) unfair terms
in a contracts and any issues related to poor competition.

Customer and Employment Rights- A consumer has the right to complain bout a product/service just like an
employee has the right to complain if they feel mistreated or uncomfortable at work. Employees must be given
a break if they work more than 6 hours, Advertising, Maternity leave, sick pay, bullying and acceptance
Discrimination is not an option against race gender and sexuality.
VM Mood Board
 VM In-Store and Online

Mannequins Painted Walls Signage

I would like all mannequins to be: When thinking about the layout and colours for online and instore I I want all signage in Kanyes section of the store to be
Gold thought Id keep it very basic but make the running theme very clear Iridescent
Looking up throughout all the VM. aluminous
Praying Simplistic Bright
After watching Kanye's First Fashion show Neutral Blue / White
Yeezy Season 1 which I spoke about Camel/khaki/off-white/creamy/beige/pinky/Bluey tones Glowy
before I have decided to have these types Washed out Shiny
of mannequins as I feel they will fit best Contemporary Frosted
with what vibe he is trying to give off. Fresh I feel this will best benefit the range and give it an almost
utopian feel to that part of Topshop/ Topman
Inspiration for my Window Display
When creating my mock up 2d window box I took a
lot of inspiration from these Selfridges windows
taken earlier on this year. They are very simplistic yet
all tell stories through the use of movement. I also
wanted to replicate the nude and basic backgrounds
seen in these boxs and translate some of these
features into my own. This in turn will allow my
clothing to stand out more against such a one-
dimensional backdrop and give a contemporary
outlook to the front of the store. As you can see on
the next slide I have used very neutral colours to
create my window box and placed each mannequin
in a certain way to symbolize power. The inspiration
to show hierarchy within the window was taken not
only from watching his previous fashion shows but
also from other displays Ive seen recently in and
around London.
Mock Up Window Box
Mock Planogram
 History of collaboration,
Why choose a celebrity to market your new launch and
Celebrity Endorsements Dos and Don'ts
Collaboration is the process of two or more people / organizations working together to gain a mutual goal (make money). Most collaborations require
leadership which is usually communicated within a decentralized group.Teams that work collectively can obtain greater resources, recognition and rewards.
Structured methods of collaboration tend to encourage self-examination of behaviour and communication.These methods specifically aim to increase the
success of teams as they engage in collaborative problem solving. The first company that used celebrity endorsements was in the 1760s, back in those days
they used royal endorsements as a marketing devise to show value in the company and promote their product . Since then this has advanced greatly as
technology and insta famous people have come about and people now frequently use celebritys to promote /with their brand.

All brands must be aware of the following aspects of celebrity branding:

Before signing on celebrities to endorse their brands, companies must ensure that they meet a certain criteria
the endorser should be attractive, have a positive image in the society, and be perceived to have the necessary knowledge in whichever category they
plan to go into in this case Fashion
Celebritybrand match: companies should ensure that the celebrity compliments and will promote there brand in a constructive way
Constant monitoring: Companies should monitor the behaviour, conduct and public image of the endorser continuously to minimize any potential
negative publicity. One of the most effective ways to do this is to ensure that celebrity endorsement contracts are effectively drafted, keeping in mind any
such negative events.
Selecting unique endorsers: Companies should try and bring on board celebrities who do not endorse competitors products
Timing: As celebrities command a high price tag, companies should be on the constant lookout for emerging celebrities who show some promise and
potential.
Brand over endorser: When celebrities are used to endorse brands, one obvious result could be the potential overshadowing of the brand by the
celebrity. Companies should ensure that this does not happen by formulating advertising collaterals and other communications.

Political
Kanye West has already said quite amusingly that he would
like to run for President, although this is unlikely to happen if
it does it could help this launch a lot.
However with the new leave decision Brexit Political
uproar/ Riots could potentially happen as the pound has
already dropped significantly and trading may be a lot more
difficult for England.
Sweat Shops has also been a big thing politically especially
when Beyonc collaborated with Topshop and She was found
to be using sweatshops to make her clothing.
Technological
Social Media with new technology and social media being
invented everyday we as a whole must keep up with these
different ways of communicating and make sure that out line
is not only available for everyone but also can be viewed on
all different platforms.
Database Crash / Web Failure we have to also take into
consideration whether the Topshop/Topman website may
freeze when the line is launch e.g. when Kylie Jenner launch
her new lip kit was sold out within 30 secs and soon after
the website crashed.
Pestle
Economic
When the economy is affected this can also affect profit and
loss for not only small but also big businesss. With the
Increasing number of illegally downloaded music Kanye is
now one of the few artists whos turned to using Tidal as a to be very careful when choosing Kanye as a celebrity to
method of selling music, he likes to use services that entitle
him to a good amount of profit and security which Is why
Collaborating with Topshop may work in his favour. As a
brand however we must also take into consideration how
the EU Referendum will affect trading and price surging
across the UK. With inflation rates going up daily and the
cost of Labour our economy isnt doing as well as before.
Legal
Brand ownership
If one or more of the parties collaborate the decision of
who is to will bear the cost and responsibility of the
trademark may cause tension.
Brand exclusivity- luckily we have gained exclusive rights to
use Kanye's branding in this particular collaboration.
Social
Social Media -With the increasing trend of a social
responsibility e.g.. Importance concerning charitys ( giving
back) and how you may be perceived online/ in press I had
collaborate with. Although hes had a lot of bad press
recently especially with the Taylor swift scandal he also does
a lot to give back especially concerning his friends and family.
Environmental
Fuel consumption pollution is getting higher each day and
we have to be careful not to ruin the ozone layer for good.
Changes in season may also affect the launch as it may still
be quite warm in October due to global warming and people
may not want to buy some specific pieces from the range
however if it gets really cold we may need to order more
jackets.
Carbon footprint making sure we dont leave a massive
mark in the world is something both Topshop and I feel
strongly about. one T-shirt is estimated to be approximately
15 kg. This means that a T-shirts carbon footprint is
approximately 20 times its own weight
Resource constrains :Cotton industry
SWOT Kanye and his Celebrity Endorsement

Strengths

Celebrity endorsement can help to produce unique

products and services that meet customers needs.
Kanye is a successful business man who is able to
connect with a variety of different people
He already has a large range of media channels or
connections he has co-worked with e.g.. Universal
music group distributors , virgin emi records, magazines
Rolling stone , GQ, MTV, viva ,VH1, Global fashion
labels , Adidas,Yeezy season 1,2 and 3 coming out later
next year, intert ,YouTube channel twitter , Facebook.
He already has a massive following from his music and
Fashion
He is dedicated to his family (he has recently changed
perceptions about his since becoming a father)
Relatability he is very relatable to a variety of
different cultures and age groups
 SWOT Kanye and his Celebrity Endorsement
Weaknesss

Bad temper with Pros there are always cons and

Kanyes recent aggressive tweets and arguments with
Taylor Swift which ay now turn into a Law suit with him
and his wife. His I told you so attitude may be a
disadvantage when getting people to buy this new range.
Controversial Wife - Kanyes beautiful yet crazy wife is
also use to causing a stir and with her whole life being
documented on a reality Tv show (Keeping up with the
Kardashians) when something goes wrong with the family
its public news straight away.
Lack of Scale lack of scale means the cost per unit of
output is very high. So in other words because the fabrics
are produced to a high quality making them last longer it
may cost a lot more in the end. While maintaining the
quality of the clothing we may also have to Increasing
volume which in turn could benefit and increase profits
luckily.
 SWOT Kanye and his Celebrity Endorsement

Opportunities

International markets offer new opportunities to

expand the business and increase sales as we are only
selling worldwide online at the moment this will be a
great way to do deals abroad and see if the reaction to
this new range is bigger than expected, if it is then it
would be great to branch out and put the range in
Topshop/Topman stores worldwide.
Collaborating this opens up new markets and will
allow Topshop to expand their business and diversify
their portfolio of products and services to suit a larger
span of consumer.
Synergy/ Friendships with powerful people As Kanye
knows a lot of influential people in the music and
fashion business this collaboration could lead to a lot of
others wanting to Topshop collaborate with Topshop.
 SWOT Kanye and his Celebrity Endorsement

Threats
Political Unrest Protesting and Rioting may always break out especially yet
again as Ive said Brexit has caused England to break practically in half and if this
happens it may affect people purchasing clothing.
International Competition - a lot of retailers tend to copy other brands
clothing and if they decide to lower the price of there range and use replicas
to take in more profit than we may get.
Changing Taste Of Consumers - consumers change there mind everyday and its
inevitable , we just have to hope that people will like what we have to offer.
Extremely medial life with Kanye always being in the limelight peoples
opinions are always open to change about him and the way he operates/
tackles controversial statements/allegations about him.
Consistency and long-term commitment - Companies should try to maintain
consistency between the endorser and the brand to establish a strong
personality and identity. More importantly, companies should view celebrity
endorsements as long-term strategic decisions affecting the brand. If Kanye
disagrees with something we implement this may affect our relationship
therefore although we have to make democratic decisions when co-operating
with him while also allowing him to believe what he says goes.
 Evaluation
After evaluating all work that I have done and collecting all information needed to carry out my desire goal A collaboration
with Topshop/Topman, I feel excited at the launch of his new collection and hope it appeals to a wider variety of consumer than
Topshops everyday customer and Kanyes Fan base. My USP is not only innovative but creative targeting a wider market through
using Genderless as my main theme when creating the range. I took inspiration from Kanyes previous collections and used this
to create my own contemporary yet versatile clothing line that is affordable for everyone. I did some Primary Research right at
the start of my fmp to allow me to gain as much information as possible about Topshops Flagship store in London, after speaking
to sales advisors and looking around all 5 floor I decided on the mens section Topman, as the perfect section to place my
collection, however I felt that putting some garments such as the girls and genderless section of the range, on the first and 2nd
floor would allow women to see and buy the collection without having to travel. Next I created my customer profile which
allowed me to produce a range that would suit the consumer I was trying to appeal to. I then led me to generate a VM board as I
was able to take my main tones used to create my range plan and input them into my window box and overall On and Offline
Presence. By forming a pricing architecture I could determine how cheap/expensive each peace of clothing would be and use a
merchandising sheet to work out not only profit and loss but also how big my margins would be. After taking all of these things
into consideration I was able to set up 5 teams to ensure high revenue and big turnovers. With each instore team member being
a specialist, it allows imagination and creativity to flow within the wider team, this also meant they were trained in health and
safety and able to help any customers in need. Finally after completing my Pestle and Swot analysis I feel I have not only
completed everything I set out to do but gone above and beyond to show how much potential this sort of launch could be and
hope that the success of that will show in our income.
 Bibliography

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Kanye-took-9-years-friend-fiancee.html#ixzz4CyqwfpkA
https://prezi.com/xrigrooaex6e/marketing-strategy-for-kanye-west/
http://www.ecochicdesignaward.com/wp-
content/blogs.dir/3/files/2013/04/LEARN2014_LEARN2014_FashionEnviro
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http://www.smartinsights.com/social-media-marketing/social-media-
strategy/new-global-social-media-research/

http://genius.com/Kanye-west-donda-annotated
https://www.youtube.com/watch?v=SLEP2S3bWmI
http://www.biography.com/people/kanye-west-362922
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http://www.slideshare.net/JessicaMoore10/complete-topshop-presentation
https://en.wikipedia.org/wiki/Through_the_Wire
http://wikifashion.com/wiki/Topshop
http://www.esquire.com/style/news/a42077/yeezy-season-3/