Within the fashion industry, all the brands are competing amongst each other to keep up with the fast paced environment. In recent years, digital marketing has been what sets the boundary for businesses, rather than the in store experience as retailers put more emphasis on their online presence. Digital marketing makes use of new innovations such as smartphones computers and tablets by creating websites, apps and social media. The use of digital marketing has become more popular with brands as it allows them to critique what they are doing well and how they should change their approach. Customers have the chance to view campaigns and promotions, which may persuade them to buy products, at the click of a button: in comparison to previous years where the only method of purchasing would be to dedicate time to visit the store. Topshop is a brand that utilizes various communication platforms to promote and expand upon their business and reputation. Their appeal is aimed at students, professionals and high profile A-listers who are trend focused with a unique style. Taking this into account, it is essential that many different platforms are made available for the consumer to make purchases and buy into Topshops appeal. It is very uncommon for an established retailer in the 21st century not to have a website. The high street is filled with brands all competing against each other for business and to ensure Topshop is ahead of the game, they have to set the standard higher than anyone else. Online shopping is taking over the bricks and mortar stores due to the pure simplicity of being able to buy a new outfit at the click of a button. The brand have an official website as well as various social media sites such as a Twitter, Instagram and a Facebook page.