Menswear Range Plan - Exemplified with Topman, Next and River Island


Essay, 2012
46 Pages, Grade: A

Excerpt

Inhaltsverzeichnis

Retailer Overview

Consumer Profiling

Competition Report
NEXT STORE
RIVER ISLAND STORE
Items Comparative Table
Best Performance by Item

Directional Shop
Hoxton Street Market
Shoreditch High Street
Carnaby Street
Spitalfields Fashion Market
Brick Lane Market

Trends A/W 2012/13

Range Plan Stories

Critical Path Diagram

Final Considerations

Bibliography

Tables and Figures Index

Attachments

Retailer Overview

Topman is a brand from the British international retailer group Arcadia Group holding another eight brands, namely BHS (home), Burton (menswear), Dorothy Perkins (womenswear), Evans (womenswear), Miss Selfridge (womenswear), Outfit (Multibranded shop), Topshop (womenswear) and Wallis (womenswear). Arcadia Group focuses their business culture on consumer focus, commercial flair, strategic focus, energy and drive and the staff. Arcadia Group has more than 500 stores in over 30 markets, plus more than 2,500 stores the UK. Over 225M units are imported to the UK and sent to one of the four distribution centres where about 1500 staff select and distribute them to relevant stores using their own fleet of vehicles. The Fashion Footprint internal programme lunched in 2007 supports this amount of imported items. Its goal is monitor and manage the social and environmental impacts of Arcadia Group's business. Justified by ethical trading, Arcadia Group either has factories or is monitors suppliers in Mauritius, Dubai, Bangladesh, Egypt, Delhi, Sumangali and Uzbekistan. Between 2010 and 2011, Topshop and Topman sold 14,000 fairtrade garments each (Arcadia Group Ltd, 2011).

Topman appears as a driving trends high-street men's fashion store creating brilliant, affordable and authoritative menswear. Topman's customer is defined as "hard to pin down" because the products can reach a wide range of different personalities and styles.

Topman's product categories consist of menswear, footwear, accessories, stationary and novelty, electronic and grooming as exemplified in the next table.

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Table 1 - Topman Portfolio Examples

Topman offers, seasonal offers, promotions and discounts as marketing methods. The Clearance helps to remove last season's items from stock. In addition to that, there is also sales promotions to increase the product life, such as "take 2 pay 1". The students achieve 20% discount in stores and in the online store. Topman has also an "Account Card" that offers exclusive services and discounts as well as being a credit card provided by Santander Cards UK Ltd.

Consumer Profiling

The consumer profiling presented in this report was created based on a survey directed to male consumers from a private universe of the author's personal network on Facebook.

To ensure perceptibility two pre-tests were made with a total of four respondents.

The survey was delivered online using a form created through Google Docs. The publication was started on March 28th 2012 and ended on April 14th.

Of the 32 answers, 2 were considered invalid according to the gender.

Of the 30 surveyed, 40% are aged 21-25y, 33% are 26-30y, 13% are 31- 35y, 7% are 41-45y, 3% are 36-40 and 3% are 46-50.

Regarding to the nationality, 93% are European and 7% are North American.

The Full-Time workers represent 53% followed by full-time students with 23%, full-time workers and part-time students with 13% as well as full­time students and part-time workers with 10%.

In order to figure out the respondents' apparel and style of clothes questions about the kind of items worn in different situations and their necessarity were asked.

The next charts' present the answers by age range.

Everyday Clothes by Age Range

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Night Out Clothes by Age Range

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Favourite Colours by Age Range

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"Must Have" Items

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"Never Use" Items

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In order to obtain a consistent data to improve comparability to the other age ranges, the 36-40, 41-45 and 46-50 age ranges were gathered in one called +36.

Shops for 21-25 Age Range

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Shops for 26-30 Age Range

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Shops for 31-35Age Range

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Shops for +36 Age Range

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Figure 1 - Graphs about Item, Age Range and Price

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According to the online shopping results are prepared in the attachment.

[...]

Excerpt out of 46 pages

Details

Title
Menswear Range Plan - Exemplified with Topman, Next and River Island
College
London Metropolitan University
Course
FASHION BUYING
Grade
A
Author
Year
2012
Pages
46
Catalog Number
V209284
ISBN (eBook)
9783656374664
ISBN (Book)
9783656375104
File size
2352 KB
Language
English
Tags
fashion, menswear, range plan, topman, next, river island, london metropolitan university
Quote paper
Joao Rico (Author), 2012, Menswear Range Plan - Exemplified with Topman, Next and River Island, Munich, GRIN Verlag, https://www.grin.com/document/209284

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