TOPSHOP “Universe Round for You”

Ahleum ChoADV 420 Final Presentation

TOPSHOP Overview

• Originated from United Kingdom back in 1964

• “Fashion knows no bounds”• More than 300 stores in UK, and ship

to 100 different countries• Products: 7 different lines of clothing,

make-ups, jewelry, shoes, and bags.• Collaboration with Christopher Kane

and Kate Moss

Universe Round for You

• Universe Round for You seasonal event• College students 10% off discount • Personal shoppers• Utilizing diverse strategies to reach out to

target audiences

Target AudienceFemale college students aged 18-25

Sarah Madison Jaclyn Hill

-22 years old-Fashion merchandising majoredjunior at the School of Art Institute in Chicago.-Chicago city born and spends shopping 2-3 times per month in downtown Chicago

-20 years old-Advertising majored sophomoreat the University of Southern California-Born in San Jose born and interested in designer clothing products for her daily looks.

Big Idea

• “Pop-up stores” for two weeks• The special section in store for school looks • Students must have their current student IDs• More personal shoppers • Extra 5% off with $150 purchase or more (15% off

total)• Seasonal event (Summer vacation, Thanksgiving

break, Christmas break, and Spring break)• 6 major cities (NY, Chicago, LA, SF, Miami, and Boston)

Online Strategy

• 2 weeks before the actual campaign• Google AdWords• Blogs, Facebook, Instagram, Tumblr, Twitter,

Inside-Out, YouTube, and Arcadia group website.

• Keywords: Topshop, sales, college student, clothes, and student discount

• Commercial with current main models

Tool / KPI

• Ultimate goal: creating brand awarness among college students, and bringing in more foot drives in the future.

• $7,000 daily sales at each store• “Counting the number of customers and sales

at each term”• 2,000 likes on Facebook, 500 retweets on

Twitter, 40,000 commercial watchers on YouTube and 50,000 likes on Instagram

Budget

• Google AdWords $51,000+ Social Media $52,300+ Agency Fees $240,000+ Commercial $112,700______________________________ Total

$456,000

Summary

• “Universe Round for You”• Seasonal event for female college students.• Creating brand awareness and brand loyalty

among prospective customers• Offers various clothing lines for target markets• Google AdWords and social media• $456,000 budget in total

Resource / Links

• www.topshop.com• http

://www.grmwebsite.com/social-media-management-pricing-and-packages

• https://www.youtube.com/watch?v=UV8nQwfGDDI

• http://www.retailmenot.com/view/topshop.com

 Thank you!