Individual Retail Brand Experience Report

Subject: Business
Type: Profile Essay
Pages: 3
Word count: 890
Topics: Entrepreneurship, Management, Marketing

Executive Summary

Topshop is a multinational fashion retailer. It is a British company that deals with accessories, shoes and make-up. It mostly emphasizes on entertainment and this is evident due to the events that they conduct. Events such as makeovers, catwalks and celebrity shoppers ensure that customers are given an exciting experience. These events are seasonal and ensure that an average of 44 minutes is spent in their shops by each customer. Their target customers which is mainly entertainment based ensure that they anticipate the latest catwalk styles with the shortest possible lead times and at pocket friendly prices. A good example is Topshop’s 90,000 ft2 flagship Oxford Circus store. It accentuates their ideas by setting a video wall, Vintage, Nail Bar, Boutique and a Topshop Kitchen.

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Background Information

Topshop has more than 500 shops worldwide most of which are based in the United Kingdom. There are also online operations in some of its market (Top Shop, 2016). In 2001, it created a design label known as UNIQUE that ensured that there was some sort of appeal to its more designer-aware customers, industry insiders and celebrities. This is clearly emphasized by Jason et al (2015) at a certain time of the year press, digital influencers and customers flock Topshop shops to be part of their catwalk shows. This ends up shaping what majority of people wear the following season.

Intended brand experience (the retailer’s view)

The company has come up with various strategies to ensure that the intended brand experience is as ever green and tip top. Besides physical stores, Topshop has developed a successful fashion website. Customers can now trade through The website is visited over 180,000 times a week by different customers (Top Shop, 2016). In addition, it has a database of 120,000 people. With its customer target being young style conscious people, majority are enthusiastic and eager to access the website so as to see the latest wear (Top Shop, 2016). Majority of people spend more time on the internet for shopping than they do physically visiting the sores. A survey conducted in 2014 showed that more customers are relying on the internet, a fact that is anchored by22% of the number of people buying clothes online. This is an increase from the 12% that was observed in 2010. This is a suggestion that online marketing is growing and Topshop has been doing everything possible to ensure that this customers’ needs are met (Top Shop, 2016). Similarly, customers should be treated to an enjoyable experience which is what Topshop is trying to achieve.

Actual brand experience (the consumer’s view)

Topshop has stores in each and every continent. However, majority are based in the United Kingdom hence the need to narrow the gap with the other continents. This is an area where online shopping has come to the rescue of those who cannot access their stores physically (Das et al, 2013). They are able to buy online and at the comfort of their homes. Majority of people believe that online shopping is not as extravagant as physical shopping. This gives them the notion that they are actually not spending any money (Jay, 2011). However, the fact of the matter is that they end up spending more than they would in an actual store. According to Andrew (2004), most online shoppers actually spend double the amount they would have spent in an actual shop. This also suggests that more money is spent shopping online than on the physical shops. 

Matches/mismatches between the views

Studies also suggest that Topshop’s website is not as high tech as some of its competitors. This has been frustrating to a lot of customers who cannot access the shops physically, or who want to shop onlin (Dennisal et al, 2011). This puts emphasis on the need for more physical stores so as to bridge the gap between the United Kingdom and countries in other continents. Practically, it would cost less to have permanent shops in areas where there are none than it would cost to ship their products. It is an ambition that Topshop is struggling to meet. This is an area that consumers are also getting frustrated about.   

Some of the products on Topshop website are also expensive as they mostly put those that have featured on catwalks. This ends up denying consumers the opportunity to get what they wanted (Hume et al, 2006). It is a letdown to those who are not able to access the shops physically. They are not able to sample everything as not all products are uploaded on the websites. This is a weakness as companies such as Topshop are expected to have everything a customer needs at all times. It is an objective that has not been fully met by the company. Jay (2011) notes that companies should work towards ensuring that they approach everything from a customer’s point of view. That is, what the customer expects to find but does not find.


All the same, Topshop has been doing tremendously well in customer service. The few challenges it is facing has not deterred its relationship with customers. However, there is more that the company should do in order to satisfy all the needs of the customer regardless of where they are. This can be achieved either through improving their website and building more stores globally.

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  1. Andrew J. Newman, 2004, “The marketing directions of two fashion retailers”, European Journal of Marketing, Vol. 38, no.1. 
  2. Das G., Guin K. K., & Datta B, 2013, Impact of store personality antecedents on store personality dimensions: An empirical study of department retail brands. Global Business Review, 14(3), 471–486.
    Dennis C., Marsland D., & Cockett T, 2011, The mystery of consumer behaviour: Market segmentation and shoppers’ choices of shopping centres. International Journal of New Product Development & Innovation Management, 3(3), 221–237.
  3. Hume M., Sullivan M. G., Liesch P., & Winzar H, 2006, Understanding service experience in non-profit performing arts: Implications for operations and service management. Journal of Knowledge Management: Special Issue, Not-for-Profit Government and Voluntary Sector Management, 24(4), 304–346.
  4. Jason M, Marguerite M & Fairhurst A, 2005, Consumer shopping value for retail brands”, Journal of Fashion Marketing and Management: An International Journal, Vol. 9, no. 1, pp.43-53.
  5. Jay S, 2011, Consumer Attitudes and Shopping Intentions toward Pop-up Fashion Stores, Journal of Global Fashion Marketing Bridging Fashion and Marketing , Vol.2, no,3. 
  6. Matthew John, 2017. Big retailers sold on new mini stores
  7. Top Shop, 2016, Annual Report and Accounts 2016
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