Promotional Images.

MINI FILM.

Topshop for Men.

The following images illustrate the observation that is has become common for men to shop in Topshop, each outfit has at least one Topshop piece incorporated into it:

Consumer Profiles.

The following four consumer profiles illustrate how lifestyle can influence the way people shop. Each consumer has a monthly income from a job and is therefore able to spend money on luxuries like shopping. Three of the consumers work in fashion industry and are interested in fashion and keeping up with trends. All four consumers are clearly heavily influenced by the media, the books and magazines they read reveal their personalities and the TV shows and movies they like are representative of their interests. All of these things have a direct impact on their style.

London Store Visit.

214 Oxford Street is the World‟s largest retail fashion store. This flagship store is the number one fashion destination on the high street and Topman have recently expanded their trading space from one floor to two. This now means that there is no where bigger or better on the high street for menswear and gives Topman a huge advantage when it comes to its competition.

Other Bits.

Topman Blog

Topman Style Mail

Promotional Image

Launch Event flyer

Eco-Bags

Public Relations.

To ensure publicity is gained for Topshop for Topman, Topman‟s PR team will have to ensure that the product is communicated to its customer in a number of different ways. A vital technique used in PR is to recognize your target audience, and to tailor every message to it, this is why it is very important for Topman‟s PR team to understand its audience, and ensure it is targeting them in the correct way.

Promotion.

With the launch of a new collection an advertising campaign is vital. Market research and brand awareness will be needed to ensure the promotion is appropriate and that it portrays the right message to the customer. The campaign should ensure that as well as current Topman customers, potential new customers are informed about the collection. They will need to know what new products are on offer and what has changed, brand awareness is key. The more hype surrounding the promotion the more people will come and see what is going on in store. The larger the scale of the company the larger the launch needs to be. Topman would need to ensure that men across the UK know exactly what is happening in store and the best way to do this is with a large scale promotional campaign.

Promo images.

Examples of 6sheets/streetalk.

FACEBOOK GROUP.

Check out the Facebook Group

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The Concept

Topshop is known by many as the number one fashion destination on the high street for women. As a brand, Topshop pride themselves on bringing high fashion to the high street, providing affordable fashionable women‟s wear to female shoppers across the globe. Following the success of Topshop, Topman was launched in 1978 and was set to become the number one shopping destination on the high street for men. Although Topman has been a huge success story they do not even come close to competing with the success of sister store Topshop. Over the years Topman has gained a loyal customer base and even to this day they are improving their brand image and product range but this still does not put them on the map at the high street‟s favourite menswear retailer. Topman are continuously looking for new ways to develop as a company and this often means introducing new product lines into stores. Designer collaborations and limited collections have previously been created to widen Topman‟s target consumer and more recently a new floor has been added to the flagship store at London‟s Oxford Street branch, all in a bid to increase profits, gain customers and improve brand image. Whilst the London store is clearly succeeding in all these areas, other stores across the world are lacking and missing out on the possible success of these initiatives.

Historically men are less consumed by fashion than women, but in recent years it has become common for men to follow trends. This interest in fashion has led some men to shopping in women‟s stores to stay on top of seasonal trends. An innovative new concept, that appeals to a market that Topman has not yet targeted, could be exactly what the brand need to widen their success.

‘Topshop for Topman’ would be a new concept from the Topshop in house design team created especially for Topman, delivering trend led capsule T shirt collection with an emphasis on design, detail, fabric and finish. The ‘Topshop for Topman’ T shirt collection would combine Topshop designs with Topman styles at an affordable price. This collection would appeal to students and young professionals seeking fashionable, affordable clothing on the high street

Prototype Collection.

These are examples of possible design idea's for the capsule T shirt collection - Topshop for Topman.

Screen Shots for Website

Topshop for Topman.