Topshop Report

8/11/2019 Topshop Report

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TOPSHOP

STORE VISIT REPORT


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ContentTitle Page

History 1

Stores in Malaysia & Internationally 2

Logo 3

Store Front 4

Store Layout 5

Sections 6

The Tables 7

Cashier Counter 8

Storage & Fitting Rooms 9-10

Store Interior 11

The Merchandise 12-13

Color & Items on Wall 14

Story / Concept 15

Store Fixtures 16

Lighting 17

Store Signs 18

Hanger Types 19

Conclusion 20


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HISTORYSince it launched in 1964, Topshop has become a major style authority and one of fashion's biggest success

stories. Capturing the zeitgeist every season, it exemplifies up to the minute affordable style, while its brave

and irreverent approach has endeared fashion-conscious shoppers and industry insiders alike.

With 300 stores in the UK and over 100 in growing international territories, Topshop's triumph has been all

the more remarkable considering its humble beginning. Now part of the long-standing retail force Arcadia

Group, Topshop began in the basement of Peter Robinson, a department store in the north of England, in

1964. Less than a decade later Topshop became a stand-alone retailer. In 1994 the brand took over the

entire 90,000 square foot space becoming the iconic Topshop flagship store, attracting over 200,000

shoppers each week.

Still under the Arcadia umbrella today, it is Topshop's individuality that has earned it worldwide respect. Astaunch supporter of young British design talent, it has sponsored the globally recognised New Generation

scheme since 2002, which has bolstered the careers of fashion heavy-weights such as Alexander McQueen,

Matthew Williamson, Sophia Kokosalaki, Christopher Kane, Jonathan Saunders and Marios Schwab.

In 2005, Topshop showed its own acclaimed in-house designed collection Unique as part of the official

London Fashion Week schedule, which subsequently forged exclusive partnerships with international

boutiques as far flung as Tokoyo and LA. An early pioneer of high street/ designer collaborations,partnerships with some of history's most iconic fashion names, such as Celia Birtwell and Kate Moss, have

further cemented the brand's reputation as fashion leader and trendsetter.

These covetable collections are available beyond the high street thanks to the award winning

TOPSHOP.COM, which delivers to countries around the globe. And as the brand has grown, it has continued

to innovate with exciting in-store activities and services, picking numerous accolades on the way - most

recently a Time Out award for Best High Street Store and In Style magazine's Shopping Award for Best High

Street Shop.


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How many stores in Malaysia &

InternationallyTopshop has around 512 shops, 319 of which are in Britain, across 37

countries and online operations in a number of its markets. The countriesincluded Russia, France, Ireland, Philippines, Israel, Denmark, Singapore,

Malaysia, Thailand, Mexico, Saudi Arabia, United Arab Emirates, Chile,

Turkey, Indonesia, Japan, Croatia, Niger, Cyprus, Sweden, Canada, Kuwait,Spain, US, Armenia, New Zealand, Australia, Iceland, Qatar, Slovenia,

Bahamas, Brazil, China, Czech Republic, Gibraltar, Hong Kong, Kazakhstan,Lebanon, Netherlands, Poland, Ukraine, South Africa.

In Malaysia, there are 8 Topshop stores located at different states. Thereare 5 stores located at Kuala Lumpur, the shopping centres that are

having Topshop stores are One Utama, Pavilion, KLCC, Sunway Pyramidand Mid Valley. All these shopping centres are the top shopping centresaround KL. Besides, there are 2 Topshop stores also opening in PenangsGurney Plaza and Queensbay Mall which considered as the top shoppingcentres in Penang. For the last store, it is located at Johor BahrusJusco.


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The LogoTopshop logo use the Tahoma as their font and the font is in black

colour but when its on the shop sign, its illuminate.


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Store Front

This is how Mid Valley Topshop lookslike, and beside Topshop, there is a

Topman store for convenient purposeto all the men. Topshop located at G

floor Mid Valley, walk straight from theWest Entrance, when reached thejunction, and turn right. Then just walk

straight to the end, and Topshop andTopman located at the end of the mall.The picture below show the location of

G floors stores and Topshop andTopman spotted at the end there.


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Store LayoutThe flow of the store is a free flow. Its like when you walk into thestore, and then you can see all the racks put in everywhere. The

apparels are all arranged in its section. Example: Accessories,cosmetics, sales items in one section then the rest of the store is

use to place all the racks/tables etc.


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How & Why they separate their Sections

Topshop separate their men and

women section clearly as they haveTopman as well, literally for menswear,so all the women clothing can be found

inside Topshop while all the men caneasily find their clothes in the Topman.

As Topshop not only selling clothing,

but also selling cosmetics, shoes,accessories and also lingerie, so they

put a sign board above the section forcustomers convenient. For example,ACCESSORIES board hanging on the

accessories section. They separated all

the sections because they want tomake customers more clear about

what on where and easily found theitems they want. Besides, it also will

make the whole stores looks clean andclear.


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Where are their tables? What on there?

Their tables are put on inside

which is in front of each wall,there is a table put in there and

some of the tables have pairs of

shoes on there, some of the

tables are use to put handbags.


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Where is the cashier counter?

The cashier counter is in inside, its when you walkinto the store, then turn left and the cashier counteris placed on there. Behind the cashier counter, there

are a few pictorials printed on the wall as decorationsto beautify the whole look.


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Storage & fitting rooms

The storage of this shop is behind thecashier counter, there are a few doors

behind and actually are the storeroom as the above photo shown,

because I saw them taking items fromthere, so Im quite sure that thestorage is behind the counter.

The fitting rooms are in the end ofthe store like what normal store does.

You have to turn into the entranceand get your number only can go intothe fitting room to try on the cloths.

Topshop Mid Valley has around 10fitting rooms and each fitting roomhas two full body mirrors, one chair

and a wall hanger. Besides that,outside those fitting rooms, there is along chair for people who are waiting.


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Store interiorThe wall of Topshop is in white colour and its ceiling is in black

colour, the whole store looks simple and modern with these twocolours, the whole store looks very clean. Then, there are a few

rows of white colour spotlights as their main lighting. There are notmany decorations in this store, its just few pictorials hanging on the

wall to make whole store looks more modern and wont look plain.


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The merchandise

In the centre (front) ofthe store, there is a fewmannequins displayedand those mannequins

arrange in a square form

as theyve been puttingon a square-shaped

stage.Besides, the waythey display their itemsare based on the style

of the clothes whichmakes people cansearch for the same

style items very quickly.


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Topshop use a different way in merchandise their product, when they are going todisplay the skinny jeans, they will just use the legs of the mannequins instead ofthe whole body; when they want to display the bags, they just use the half bodyand showing the bags with the mannequins arms. There are also having shoes

section, lingerie section and cosmetic section etc. For the lingerie section, they also

just use a half mannequin body to display and make the panties more outstanding;customer can know what they are displaying clearly.


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How many cloths colour & item per wall?

The reason why we choose thiswall is because it has more

colours than the others do. Allthe colours are more on pastelseries which is the colour trendfor spring and summer 14/15.This wall consist of 12 colours

for the clothes which aremedium slate blue, coral pink,white, light pink, black, springgreen, pale green, Indian red,sea green, yellow, royal blueand grey. They didnt arrange

the colour based on colour tonebut the style of the clothes. Allof them are plain colours. Fromthis wall, we also know that this

wall has 11 items on it.


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Can you tell the story /concept?

There are few stories in this store included denim, floral, print

and so on. All the same style cloths are place on a same place.


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Store fixtures

There are nesting

table in the store

which they use to

put those

accessories and

bags.They use

display cases todisplay all the

shoes.


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Lighting

Their lighting is more

like spotlight hanging

on the ceiling and in

white colour, the

lighting in the fitting

room is just right,

not too bright nordim.


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Store Sign

The store utilizes itsmarketing strategyto alert customers

that sales have

begun using thosesigns. The discountsign is in dark pinkcolour to attract

customers, the 50%is written in a bigfont size so that

those customers willbe attracted.


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Hanger Types

The hanger is in 2 types which the normal plastic type written

TOPSHOP and another wooden type without written anything.And also the picture below shows the hanger for the shoes.


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Conclusion

As a conclusion, what I learnt from this store visit field trip ishow the fashion stores display all their items and how they

decorate their store to attract the customers. Before this storevisit field trip, I dont really notice how a fashion store display

all their items, or how they use all those signs to attract

attention, but after this, I gained knowledge aboutmerchandise. But when in the process of observing

surrounding of Topshop, I think they actually can be moreimprove in their sales section which they just put everything atthere and looks really messy, from a customers point of view, I

dont really want to search items from there. Also, they donthave a window display which I think they should make one.Overall, this is a really good experience for us, student to know

more about merchandise.

Documents

Topshop Report