Majoring in up-to-the-minute affordable style, Topshop's brave and irreverent approach has endeared the brand to fashion conscious shoppers and industry insiders alike. It appeals to students, professionals and high profile A-List stars, all united by their desire for the latest forward thinking trends. These shoppers enjoy both the store's exclusive cult status and accessibility simultaneously.
I found an article on Topshop for the Guardian online and came across the following quote from Jane Shepherdson, the previous brand manager for Topshop:
"Officially our target market is 16-30 year old women, but internally we target every who loves fashion, regardless of age or income. I think the biggest change (in the high street since the 1970s) is one the consumers have driven, in that they are much more fashion-savvy these days, and demand much more than they did. The impact of the media has meant that everyone knows what the celebrities are wearing, where they got it, what the designers are showing on the catwalk and son on, o they want a bit of it too."
- Females aged 16-25 approx.
- Fashion and style conscious people on a budget
- Savvy shopper
- Young audience who want to look mature
- Independent
- Loves fashion but it not dictated to, aims for a unique look. They're individual with their own personal sense of style
Topshop has a very varied demographic due to the fact it appeals to a wide range of individuals in varied professions or points in their life e.g. student, profession or A-List star. With this in mind they offer a variety of products and services in order to accommodate the diverse audience they draw in. They have their 'mainline' line, 'boutique' and 'unique' each reaching a different market. They're all at a different price range, which again demonstrates the varied audience.
With a huge part of their target market being of the age of students, they offer a 10% student discount to further entice their desired audience.
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