Topshop a retail phenomenon on the high street, enjoying a huge growth in sales profits and carving out a distinctive personality with an individual brand mix. Topshop has received numerous accolades in recent years - style bible 'The Face' called Topshop "a dream factory that initiates and innovates, and creates its own fashion" The Strategic business unit proposed for this project is Clothes & Accessories for Working Individuals by the name of Working Class H2T. TOPSHOP is already in the market with clothing lines for men & women, this particular niche will augment its dominance in the market for working class fashion.

1. Marketing Management
Project
TOPSHOP

2. • A well known British multinational retailer brand
• Affordable High-Street Fashion
• Innovation and style
• Fast Fashion
• Clothing
• Shoes
• Make-up
• Accessories
• Operations in 37 Countries and Online
• Owned by ARCADIA group, 92% ownership of
Philip Green
• Sister Concerns: Burton, Dorothy Perkins, Miss
Selfridge
INTRODUCTION

3. • Founded in 1964 as “Peter Robinson’s Top Shop”
• A youth Fashion brand
• First stand alone store opened in 1974
• Transformed from a down market outfitter in the 1990s to a seriously cool
trend setting brand – HUGE GROWTH IN SALES
HERITAGE

4. • Biggest supporter of British design talent
• Sponsored internationally recognized NEWGEN
scheme since 2002
PERSONALITY, ACHIEVEMENTS
AND ACCOLADES
• Career booster for known designers & new
ones
• Christopher Kane, Jonathan
Saunders, Marios Schwab
• Brand associations with Kate Moss, Barbara
Hulanicki
• “A dream factory that initiates and
innovates, and creates its own fashion“ –
The Face

5. STRATEGIC BUSINESS UNIT
• Clothing & Accessories for Working Individuals
• One Stop Solution for all needs pertaining to the look at the office
• Men & Women Clothing
• Modern Eastern wear & Western wear for Women
• Modern Western wear for Men
• Ties, Belts, Shoes, Cuff Links, Wallets, Money Holder, Mobile
Covers, Laptop / Tablet Holders, Bags, Daily Planners

6. Working Woman
Cotton&Cotton
Chester Bernard
JafferJees
Hub Leather
COMPETITORS

7. PESTLE findings:
• Unstable Political Climate
• Electricity Crisis
• Apparel Manufacturing Industry is largest
industry in Pakistan and highest share of
GDP (but mostly for import)
• Low Threat of New Entrants in Fast
Fashion
• No Local Market Leaders
• Fashion Consciousness in Pakistan
SITUATION ANALYSIS
• Evolving Fashion Trends
• Family Structures have changed
• Social Media and Cable TV has
increased exposure / changed
mindsets
• Labor Laws are comparatively lenient
and labor is cheap
• Environmental laws are close to non
existence.

8. Internal Analysis:
• Fast Fashion
• Affordability
• Accessibility
• Variety & Turnover of stock
• International Brand Image
• Convenient and Tech Savy brand
• Brand positioning as socially responsible (charity work w/ PETA)
• Awards and Accolades (mention in VOGUE, association of top names in
fashion industry)
• Additional services (Student discounts, Style Advisors, café, Nail Salon)
SITUATION ANALYSIS

9. PORTER’S FIVE FORCE MODEL:
1. Threat of Substitute Product – Moderately Favorable
2. Threat of New Entrants - Moderately Favorable
3. Bargaining Power of Buyers – Favorable
4. Bargaining Power of Suppliers – Favorable
5. Competitive Rivalry – Moderately Favorable
SITUATION ANALYSIS

10. Strengths:
• Wide Variety
• Latest catwalk styles at affordable
prices with the shortest possible
lead times
• Free personal style consultants
• Global name
• Competitive pricing
• Experience of marketing in diverse
cultures.
• Specialist Collection –
Maternity, Baby
wear, Tall, Petite, Vintage
SWOT ANALYSIS
Weaknesses:
• Minimal advertising.
• Low in store inventory.
• Pakistani people are unaware about
the brand.
• High end quality retailer - so it will
be appealing to those who are
willing to spend.

11. Opportunities:
• Scarcity of good quality apparel &
variety.
• Fast growing demand from Asian
markets.
• TOPSHOP can further franchise
for different cities.
• TOPSHOP with all its financial
muscle has the ability to become a
market leader.
• With evolving fashion trends and
fashion forward culture of target
market in Pakistan, it can prove to
make its mark.
SWOT ANALYSIS
Threats:
• Political conditions in Pakistan are
not stable.
• Economic Conditions are not
welcoming with currency
depreciation & volatile interest
rates.
• Strong competitors like
Debenhams already entered
Pakistani Market
• Competition from Chinese
manufacturers in Pakistani market.

12. • Build Brand Presence in key metropolitan cities of the country within 6
months to a year
• To open 8 outlets all over Pakistan within a span of 2 years.
• To acquire 25% of market share within a span of 2 years.
• Associate brand with young entrepreneurs & executives and High Street
Fashion through digital media, for highest brand loyalty, within a year.
• Make it an office name. Working Class H2T should be the talk around the
office. Customers can sometimes be the best brand ambassadors.
MARKETING OBJECTIVES

13. Segmentation & Target Market:
• Homogenous market segment of Upper, Upper-Middle & Middle class
• Working Class (White Collar)
• Receptive to Change & Want to fit in (Leaders & Followers in trend setting)
• Urban area (50% populace lives in towns)
• Market potential from 24-40 yr olds (white collar workers) M/F
• Independent purchase decisions
• Earning and Spending hand is the same.
• Income Bracket: PKR 25,000 – PKR 250,000
• Executive, Managers, Artists, Media Personnel
• Ambitious, Talented, Go-Getters, Socially active, Fashion concious
• Look for Quality & Convenience
MARKETING PLAN

14. Positioning and Differentiation:
• Hip Fashion Forward Brand
• Colors, Cuts, Designs, Affordability
• Renowned trademark
• R&D for competitive edge
• Fashionable & Decent but trendy line for women
• Conservative but good quality product for older age bracket (MEN)
• Accessories for all tech savvy professionals (Mobile cases, laptop
cases, wallets, bags, shoes etc)
• For Tech Savvy, easily influenced professionals moving from university to work
life
• Psychological queues: Stylish, Trendy, Fast Fashion, Comfortable, Affordable, Top
Quality
MARKETING PLAN

15. “Work, but look good doing it”
“Don’t just work the part, look it”
“Seal the deal, with a kick in your
heels”
MARKETING PLAN

16. Product
• A Fast Fashion, up to date brand that is unique with highest quality, designed
for professionals.
Price
• Affordable prices, regular sales and discount cards.
Promotion
• Awarenes through hoardings, magazine shoots, event sponsorships, fashion
shows, articles, mobile masked sms and social media.
• Association of young and exceptional personalities in the corporate world with
the brand as brand ambassadors – Brand Endorsement
Placement
• At retail outlets of Working Class H2T – Commercial areas of Metropolitan
cities
E-Business:
• Social Media will play a vital role in promotion and advertisement
• Interactive website for TOPSHOP Pakistan, available for online shopping and
customer service with semiannual SEO for the website.
MARKETING MIX

17. Heads Expense (USD $) Duration
Market Research 1000 Per year
Shop Fascia 200 Yearly
Website & SEO 850 Upgradeable
Print & Magazine 4000 Yearly
Hoardings 1000 Varying Durations
Social Media Marketing 3000 Per Year
Mobile SMS 1500 Per Year
Event Sponsorships 8500 Once a year
Agency fees 8000 Yearly
Creative Design 4500 Yearly
Total Expense 32,550 Approximate figure
PKR @ 98.27 3,198,689 Approximate figure
MARKETING BUDGET