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.
Table of Contents
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
Objectives and Topics
This report aims to develop a strategic range plan for Topman, supported by a comparative analysis of competitors Next and River Island. By conducting consumer profiling and market research, the study seeks to determine the optimal fashion direction for the upcoming season, balancing consumer preferences with operational constraints.
- Analysis of menswear retail positioning and store strategies.
- Evaluation of consumer demographics and purchasing habits.
- Comparative benchmarking of product specifications and pricing.
- Identification of directional fashion trends for Autumn/Winter 2012/13.
- Development of actionable range plan stories for distinct customer segments.
Excerpt from the Book
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 the nationality, 93% are European and 7% are North American.
Summary of Chapters
Retailer Overview: Provides a comprehensive look at the business culture, store network, and ethical trading initiatives of the Arcadia Group and its brand Topman.
Consumer Profiling: Details the methodology and results of an online survey conducted to identify the apparel needs and preferences of different age ranges.
Competition Report: Performs a detailed comparison of products from Topman, Next, and River Island, including performance analysis and store observations.
Directional Shop: Explores local London markets to identify emerging aesthetic trends and unconventional shopping experiences.
Trends A/W 2012/13: Discusses the overarching themes observed at fashion weeks and their implications for the required product look.
Range Plan Stories: Translates research findings into concrete product outfit recommendations for three specific consumer personas.
Critical Path Diagram: Illustrates the logistical complexities and timelines involved in the production and delivery of items.
Final Considerations: Assesses the impact of fairtrade requirements on the critical path and proposes strategies for mitigating supply risks.
Keywords
Menswear, Range Plan, Topman, Retail Strategy, Consumer Profiling, Market Analysis, Competitive Benchmarking, Fashion Trends, Supply Chain, Critical Path, Ethical Trading, A/W 2012/13, Product Development, Street Fashion, Consumer Behavior.
Frequently Asked Questions
What is the primary focus of this report?
The report focuses on creating a menswear range plan for Topman, informed by a competitive analysis and consumer research to better understand target market preferences.
What are the main thematic pillars of the work?
The study covers retail business strategies, consumer demographic behavior, product benchmarking, trend identification, and supply chain management within the UK fashion sector.
What is the central research question?
The research aims to determine how Topman can effectively align its product range with consumer expectations while maintaining its brand identity in the face of competition from brands like Next and River Island.
Which research methodology was utilized?
The author employed a mixed-methods approach, including online surveys for consumer profiling, direct store visits for competitive product analysis, and observations of local London fashion markets.
What is addressed in the core sections?
The main part of the document covers a thorough retailer comparison, an analysis of market trends for the A/W 2012/13 season, and the development of specific range plan profiles for young students, adults, and executives.
Which keywords define this publication?
Key terms include Menswear, Range Plan, Competitive Benchmarking, Consumer Profiling, Supply Chain, and Ethical Trading.
How does the critical path affect Topman's operations?
The report highlights that Topman's commitment to fairtrade programs introduces a complex critical path, which may lead to production delays, requiring the brand to potentially source substitutes or diversify its manufacturing base.
What did the consumer survey reveal about apparel needs?
The survey demonstrated distinct stylistic preferences based on age; for example, younger groups gravitate toward comfortable casual wear, while older segments require more professional "smart casual" items suitable for work.
- 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
