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Topshops strategic use of using digital platforms to communicate with their customer via the use of Facebook and an online website is primarily a fantastic technique due to how cost effective it is. Topshop have remained aware of the market and new innovations which have occurred, such as the internet, mobile phones and social media. Their website is contempary as it reflects the influence of blogging in the fashion industry today. There is a section on the website where the intended consumer can upload real pictures of themselves wearing Topshop clothing: similarly to what would be done by a blogger- this interaction with the customer and brand is effective as it adds to Topshops reputation of being on the ball with modern marketing. The brand have a clear promotional strategy, realising that the hype behind digital and social media is rising and that the growth of micro-targetting techniques is making it easier to market “products and services to speak directly” to the consumers “individual needs” (The Business of Fashion, 2013). As Topshop is a massmarket brand, they cater for a variety of characters and occasions: such as beauty products and nightwear. Regardless of the garment type, Topshop make sure each one is reflection of the brands DNA, expressing the individual trend focused woman who they expect will be wearing it. Using online communication also helps to drive sales as they can measure the success of the website and analyse these results to see if changes need to be made to their strategy. Their strategy for using social media has been very successful as they have been able to regularly update the content with new trends which is exciting for fashion focused people increasing their following.
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Like the website, social media is a good way of gaining feedback from their followers as people can like and dislike posts and are able to comment their thoughts and opinions about the new trends. This is yet another advantage of digital communication which can not be calculated by real time shoppers. Both e-commerce platforms: the Facebook page and website promote each other- there are links to the different channels for them to work hand in hand and add to the brands publicity. Topshop use content marketing across their communication channels, using only relevant information to engage their followers in order to encourage spending. This is an ongoing process which they strategically apply to both their website and Facebook channels of communication. New brands emerging on the market may struggle on what content to include for promotions, however Topshops are veterans in the fashion industry. They possess deep knowledge about their customer so are able to deliver the message behind their marketing directly. When using the AIDA business model: Topshop adequately achieve their target customers attention by marketing themselves across various channels of communication making themselves known to as many people as possible. Also the fact that they are an international company proves they have gained the attention of a large chunk of fashion followers. The brand interests customers and keeps their attention through engaging with them regularly: regularly updating their Facebook page and their website with new produtcs to keep the viewer excited at new prospects the brand may offer. Thirdly they need to make their product desirable. Their design structure of the website appears sophisticated and luxurious compared to other high street retailers such as Miss Selfridges website so this adds an edge to the appeal of their products. Also a marketing technique used on both their website and their Facebook page is the use of celebrity endorsements. When a celebrity is seen in an item of clothing, this makes the product more desirable and followers of that celebrity will become followers of Topshop. Celebrities connected with the brand such as Kate Moss, who has a range out with the brand which is available on their website and advertised across their social media platform. For a product to be desirable, the consumer must feel that they need to have it, that it will benefit them in some way: Topshop subtly include information about fabrics which the viewer will then feel it is necessary to have a winter coat which is borg lined and made from 100% cotton. Finally action: the whole purpose of the brand marketing across different channels of communication is to encourage them to spend money on Topshop merchandise. It is clear that their brand strategy is working due to their 25% profit increase as “e-commerce props up sales” (Interactive, 2014).
In conclusion...
Topshop have totally excelled in the digital element of promotion. The website remains very informative giving the customer many options to choose from whilst being simple and quick to navigate around. Evidently, their strategy is working for them, as this year the company were “very pleased to report strong cash generation from the underlying business of £325m, despite the on-going challenging global economic conditions” (Arcadiagroup.co.uk, 2014). Using different platforms such as social media shows that Topshop are keeping up with their competitors to be a leading mass-market fashion retailer. There are many comparisons between Topshops website and Facebook page: this is due to a strong brand identity. Although, there are some differences as discussed about the appropriateness of making the Facebook page more visual due to the nature of the social media site. If Topshop were to change anything about their strategy they could advertise competitions and events via their Facebook page, this would encourage more customer interaction: whereas now although the Facebook page is fairly basic by uplodading promotional videos and showcasing new products, it could be more innovative. The website design works well for the brand and Topshop should continue to work on keeping up to date with innovations across digital platforms to remain a leading high street retailer.