Fashion Management and Communication

HOW I CAME UP WITH MY PROPOSED STRATEGY From the survey I had previously conducted, I looked at the feedback that was given and worked out what was the occurring thing that was mentioned throughout.  these were a few of the results. I found that the majority of answers, when given from a selceted few, were, improve on the price range, advertising and brand ethics. When asking what they would recommend  as an improvement for Topshop these were the results: I decided to go with the idea of creating a better online presence through changing up their brand advertising as well as bring more diversity into the range, a lot of feedback I got was based on they become more inclusive, possibly adding a unisex, gender-neutral range.

I chose to conduct some primary research, first by visiting the Topshop store itself, I went to the Topshop store on Fargate, Sheffield S1. by doing this I was able to look at the current layout of the store, and in comparison looked at their competitors' store to see where they needed to be an improvement and in what department were the layout of the shop successful. I was able to look at the layout of their sales as sated on the window display that there were offers in-store, when going the placement of the sales was upstairs hidden away with many racks cramped together, this unorganised look could be overwhelming for a shopper there, resulting in not wanting to have a look at their offers. As well as this I was able to look at the Topman display, I found that the lack of attention to the Topman depart to be quite prominent as many of the selected items and range was quite plain, something in which their competitors offer but at the fraction of the...

EXECUTIVE SUMMARY COMPETITORS High/low price – high/low quality High/low price – high/low popularity High/low price – Online presence – strong/poor Trend/age High street/online Both ASOS and Next Online have shown sales and operating profit growth, another indicator that consumers are choosing to shop online rather than in-store . In ASOS’s financial year ending August 2018 the company recorded its annual turnover as £2.4 billion , an increase of 24% at constant currency exchange rates, and operating profits increase to £101.9 million an increase of 28% from the previous year. Next’s third-party online website Next Online’s (previously Next Directory) 2017 annual turnover increased to £1,887.4 million a 9.2% increase from the previous year and its online profits rose to £461.2 million an increase of 7.4% increase year on year. In 2018 ASOS introduced many additions to its online services including payme...

SIR PHILIP GREEN " Philip Green Topshop and Topman report £505m loss Pre- tax figure far exceeds £3.8m of losses recorded in previous year Topshop and Topman chains slumped to a £505m loss last year as sales fell. About 350 stores worldwide, fell 9% to £846.8m in the year, struggled to compete with rivals such as ASOS, H&M and Primark. Sales fell by 9.8% at the 200 UK stores." The chairman for Arcadia, Philip Green, has had serious allegations against him in the past year, being accused of racial, physical and sexual abuse said The Guardian. These allegations have entailed cause other brands like Beyoncé’s Ivy Park to pull out from shares with the company. This has cause a contribution to the decline in Topshop sales as well as other Arcadia brands as many customers feel that it would be immoral shopping in these places and supporting a brand with such allegations attached to it. Topshop worked with Penguin publisher to help promote a ...

WEEKDAY - MARKETING AND PROMOTING Weekday gave the opportunity for a few students to work with them, on the launch of the store here in Sheffield. Weekday is a Swedish fashion and denim brand, the Sheffield store is the first to be open outside of London. This entailed meant working with their marketing and promotion team for the day. During the day we did a series of activities to help promote the launch, Weekday offered 20% off in store that day and it was our job to make it known to the public. We were grouped off in different teams, a few of us were on the streets handing out free tote bags which were made for the launch, we explained that they were 20% off tokens inside to encourage them to go for the day, we were brief to target those of a younger audience, primarily students in Sheffield as that was their main target audience, therefore we headed off to Devonshire Green, where many students spend their spare time.  As part of their marketing team, I promoted...

ALASDAIR MCELLAN British Photographer - began his career  a lot of his work is based on the British identity - proud of his heritage achievements- enjoy getting books out, hard to get voice across and cover you want, (being a photographer), being about to do what you want and shot what you want, having it being run though and freedom to release what you want to.   where did you begin ur career (London, up north) - moved to London, went to uni of Nottingham - magazine in London, sell yourself and put yourself out there, based a lot of his stuff on where he grew up, the most rewarding thing you've done -  British army, uniform,  What's an important part of a photograph - getting an emotion across, a romantic person - an emotional connection  fashion image - speak to stylist, concept, overall image, hair and makeup first big photography job - MAP agency, VOGUE Italy, working with another photographer in Doncaster ...