INTEGRATED MARKETING COMMUNICATIONS

Integrated Marketing Communications

Integrated Marketing Communications

Objectives to the Launch of This New Product

In the 1990s, Topshop was considered to be deeply fashionable; however, the chain has reinvented itself as a fashionable brand in recent years. This reinvention has included the introduction of a 'Unique' line of clothes, a more upmarket selection of fashion, and a regular show at London Fashion Week, the only high street brand to do so. The chain has also offered a number of collections designed by celebrities including supermodel Kate Moss and the artist Stella Vine. Topshop's current trends are 'Horror Girl', 'Highland Fling', 'Glory Days', 'Memphis', 'Sport Nouveau', and 'Witchcraft', alongside luxury garments and designer affiliations under 'The Boutique' and a collection by supermodel Kate Moss (ABRAHAM and LODISH 101-23).

Clothing is a basic and necessary need, but the companies in Topshop's market segment produce items that satisfy more than this basic need. Their customers are looking for style and quality at a reasonable price. In this specific market segment, major brand forces dominate the retail clothing industry: brand recognition is incredibly important. Some major players in this industry who are specific competitors of the Topshop are J Crew, Abercrombie & Fitch, American Eagle Outfitters, Structure, and The Limited. These companies target the same markets as the Topshop and produce similar styles. The strengths and weaknesses of each player in this industry are largely indistinguishable. J Crew stands out with a strong catalog channel. However, their bricks and mortar presence is weak, which is a problem when bricks and mortar retail reels in nine out of ten dollars spent by the average consumer as noted at www.retailindustry.com. But within their "young urban" microcosm, the Topshop stands out with an innovative and changing product line: Abercrombie & Fitch, American Eagle, Structure, and the Limited have very specific styles that remain constant year after year.

The competitive forces, as explained in Porter's framework, apply to the retail industry in all the five areas of rivalry, supplier power, substitutes, buyer power, and entry barriers. In regards to rivalry, there exist no exit barriers, causing more compeitition. Product differences are few which leads to low switching costs for consumers who can easily shop around. With these low switching costs, substitutes play powerful roles (www.nytimes.com). If consumers can find similar products elsewhere from other competitors, price becomes a strong determinant in the final purchase. Supplier power is high. For example, suppliers can exert strong influences on the producing industry by selling raw materials for clothing manufacturing at a high price. While suppliers yield substantial power, the buyer's role is weak because of fragmentation. Finally, barriers to entry include: economies of scale, high capital requirements for stores, raw materials, and production requirements, and strong brand equity due to consumer brand consciousness and loyalty.

Campaign Steps

In today's economy, efficient and quality manufacturing are essential to the success of a fashion retailer. Another key node on the value web is the logistics supplier. In the Internet e-tailer environment, having a strong relationship with efficient and trustworthy ...