Topshop.
Topshop is an international fashion retailer that constantly keeps up to date with high end trends whilst remaining ‘high street’ affordable. As part of Philip Green’s empire Topshop has over 300 stores reaching over 100 countries worldwide(Topshop, 2015). Alongside this, Topshop also has a massive online presence across all digital channels including an online store and multiple social media platforms.
Topshop has the ability to stay current not only with fashion trends but also with digital trends. They allow customers to stay connected at all times offering access across multiple digital platforms. Each channel is consistent for ease whilst maintaining the Topshop brand image.
The Topshop website is aesthetically pleasing for customers, its simple layout makes for easy navigation. The Mobile app enables consumers to access the products anywhere they go, this being very important to those who regularly engage with technology. This ultimately makes purchasing very quick and efficient for Topshop lovers, these mainly being millennials who engage with technology more frequently than most; making technology and Topshop the winning pair for the young fashionistas of today.
Instagram. The company’s image has been shaped around celebrity collaborations and endorsements, the page features models Kate Moss, Cara Delevingne and pop music queen Beyonce. This helps to captivate a large following, as seen in the craze over Beyonce’s gym wear range Ivy Park. Topshops Instagram is updated daily, meaning users are constantly engaging with what new pieces they have to offer ensuring its customers are constantly ahead of the game.
Snapchat. Followers are provided with fashion inspirations and on trend collaborations based on everything that is Topshop within seconds (literally). The app itself allows its viewers to see a high number of products within a short time frame before disappearing.
Topshop has a dominant presence online which constantly increases brand awareness and leads to increases in online and offline sales. All platform remains consistent, each delivering services to the standard in which you as the customer would expect from Topshop. These different digital channels inter-relate, something that may be seen on one of their channels may then lead to individual to go purchase on the Topshop website. This is made easier as each platform contains a direct link to the website and product information and codes for easy sourcing. By doing this they ensure that consumers are constantly in contact with Topshop as a brand even when they’re not in a store.
Topshop may be criticised for its lack of attainable role models, the sites are overloaded with gorgeous, tall, ‘skinny’ models and famous celebs whom girls aspire to look like. Over many years the fashion industry and the influence of social media have been slated for the images they portray and the effects this has on individuals own body image. In recent years, more and more brands are bringing in ‘plus size’ models to overcome this; something in which Topshop should consider to stay current against its competitors and remain a effective online.
