Topshop Brand Report

Fashion Promotion: Brand Report

BA (Hons) Writing, Fashion and Culture Nathalie Yvette Dawe

CONTENTS

1.0…Abstract 2.0…Introduction 2.1… History of Fashion Promotion 2.2… Theory of Fashion Promotion 2.3… What is PR? 2.4… What is advertising? 3.0… Methodology 3.1… Topshop store visits 3.2… Independent research 3.3… Questionnaire 3.4… Analysis of findings 3.5… Conclusion 4.0… Findings 4.1… Visual Merchandising 4.2… Advertising 4.3… PR 4.4… Marketing and Promotion 5.0… Discussion 5.1…Success of Topshops visual merchandising strategies 5.2… Success of Topshops advertising strategies 5.3… Success of Topshop PR 5.4… Success of Topshops marketing and promotional strategies 6.0… Conclusion 7.0… Reference list 8.0… Bibliography 9.0… Appendix 9.1…Appendix A - Graphs of questionnaire results. 9.2…Appendix B – “My wish list” cards from Topshop 9.3…Appendix C –“We want your views” cards from Topshop

1.0…The brand report is an analysis of the promotional strategies adopted by the Highstreet fashion giants Topshop, throughout autumn/winter 2008.

The report will examine the historical and theoretical perspectives of fashion promotion, providing identification of current advertising and PR, surrounding the ‘fashion time’ – Christmas.

The study of visual merchandising, advertising, PR, and marketing; promotional strategies used by Topshop, during A/W 08’ will demonstrate an understanding of fashion and sales promotion, illustrating how it ties in with all areas of the marketing mix.

An analysis of research conducted within A/W 08’ will be included in the methodology demonstrating how this report has been produced. Following this the findings section will describe the visual merchandising, advertising, PR, marketing and promotional strategies used by Topshop during A/W 08’

Using the findings the discussion section will provide a description of the promotional strategies used by Topshop and a discussion surrounding the success of each strategy.

2.0…This...