Demographic

Topshop’s current consumer demographic ideally for the brand consists of 16-30 year olds with an increase of 25-30 year olds in recent years according to a mintel report, they sell to the fashion forward type looking to follow trends but who also enjoys putting their own unique spin on outfits. Their demographic is in the thick of the digital age, being influenced by celebrity and blogger lifestyles, yearning to be like the women they see on their screens. The digital presence of the consumer means the brand must adapt to their needs, social media is a big place with  trends and styles going round constantly, this is why Topshop offers 3 different lines, Mainline, Boutique and Unique each of these are aimed at a different part of the target market, with the Boutique line being more focussed towards 25-34s after the recent increase in this demographic, whose style would be more sophisticated, and the unique line intended to create fashion not follow trends catering to the more fashion savvy side of the demographic. The majority of the demographic comes from big cities or large towns, giving Topshop the opportunity to promote the big city lifestyle within their clothes, it was found in a study conducted by Mintel that the majority of shoppers spend up to £50 on each shopping trip coming away with 1-3 items on average, showing their demographic comes mainly from medium to lower income backgrounds hence why they offer regular sales and student discount, they see the needs of their consumers. They use consumer segmentation throughout their stores based on location, for instance they think about the specific needs of customers based on where they live to try get the most out of the market. This even stretches as far as the size of the store, a store in London or Manchester would be a lot bigger than a store in much smaller cities like Wakefield or places less populated like Cornwall. They use segmentation to promote the right products for the needs of an area, a place such as Edinburgh, known for being colder would get stocked more with outerwear and warm clothing, also the advertising around the city and on the social media of those in that area would be more tailored to that kind of city lifestyle rather than big city life. Another example that shows they know their demographic is seeing what items sell well in different locations, so in places that are known to have more edgy styles these would get stocked more with the unique line whereas in places that tend to sell more trend following styles marketing and stores in these locations would be more trend based, which is the purpose of mainline.