Brand Market Position (SWOT)

S -Fast fashion means a fast turn around on profit

-Even after learning about Topshop’s labour problems and environmental impact due to fast fashion 26% of 100 people who took our survey would still shop there with no hesitation 

-The brand has a loyal following, according to mintel half sizes had to be introduced to their jeans in 2017 due to such high demand for the product and the perfect pair of fitted jeans. 

W -News scandals have shown a decrease in popularity and sales with some even vowing to never shop there again, #PinknotGreen

-Through an instagram poll their online advertising was found to be basic by 81% of people asked, they need to learn to grow more into the new age, shopping isn't’ just physical anymore unlike how Topshop gained its popularity, they need to adapt better to the new market and want for online ease.

O -Collaborations with other brands and celebrities could work to gain a wider demographic and increase sales

-They have a higher chance of reaching a wider audience as they have a High Street and an Online presence, they can gain from fully utilising both of these, and advantage over online only brands.

-90% who took the same poll would rather see diversity in the marketing of a brand, using a more diverse range of models could influence an increase of reach for the brand, using a wider range of sizes and skin colours could help the brand branch into the body positivity market. 

T -Other High street and online brands with similar demographics

-Company scandals cause a big threat to popularity of the brand and can bring about a lot of negative attention, like the brand has seen in the past.

- The brand’s online presence isn’t that big and with the digital age growing 62% of viewers who answered the Instagram poll said they would rather use a brand with a better social media presence, and 54% of people saying Topshop’s social media advertising is ineffective at getting them to shop there.