Fashion Marketing

1282 WordsDec 6, 20106 Pages
Introduction: Topshop is a British chain of clothing stores that operates in more than 20 countries. It is part of the Arcadia Group, which also owns a number of other retail outlets including Burton, Dorothy Perkins, Miss Selfridge and Wallis. Topshop is one of the leading fashion stores on the high street market and is very popular amongst teenagers and the younger generation. Topshop has a very wide range of products which vary from dresses and footwear, to casual wear, jeans and tops. Topshop also has a range of underwear, beachwear, pajamas, handbags and accessories. Topshop’s range is mainly aimed at teenagers, students, and young people in their 20 's and early 30 's. The general style of clothes is highly fashionable,…show more content…
Some of the groups of segmentation that Topshop might use are geographical, demographic, psychographic and behaviouristic segmentation (also known as consumer profile). There are different reasons that business need to segment their markets carefully, this is because customers vary, so creating various segments will provide customers with better solutions. It can bring better opportunities and growth for the business. The key thing that Topshop to do is find the variable, or variables that split the market into segments. There are two types of variables: • Needs • Profilers The need for segmenting a market is customer needs. To achieve this market research is needed. Profilers are measurable, discriptive customer characteristics like; age , gender, income etc. Geographical segmentation: • Region of the country • Urban or rural (location) Demographical segmentation • Age, sex, family size • Income, occupation, education • Religion, race, nationality Psychographic segmentation • Social class • Lifestyle type • Personality type Behavioural segmentation • Product useage e.g light, medium, heavey users • Brand loyalty: none, medium, high • Type of user (occasionally, a lot.) (www.tutor2u.net/business/marketorientation) Buyer behaviour. An important part of the marketing process is to understand why a customer makes a purchase. The business will find it hard to respond to customers needs and wants without this
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