By: Abby, Gemma & Jen.

• Topshop is THE fashion destination on the UK high street. With more than 300 stores across the UK, the brand has become a fashion phenomenon. Attracting awards and headlines alike, Topshop has become synonymous with cutting edge fashion at affordable prices. The brand has formed partnerships with many of the major names in UK fashion, the most recent being the Kate Moss range that launched in summer 2007.

History

• 1964Topshop is born as a small department within the Peter Robinson store in Sheffield.

• 1965The new brand is given a 2,000sq ft dedicated area in the basement of the Peter Robinson store at London's Oxford Circus.

• 1974Topshop is launched as a standalone business targeting 13 to 25-year-olds.

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• 1989The stores are revamped with a new, more affluent customer in mind.

• 1992Topshop and Topman join forces to create the largest fashion store in the world at 214 Oxford Street, London.

• 2001The brand launches its Style Advisor initiative at selected stores, offering free personal fashion advice to customers.

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• 2002Topshop becomes sponsor of New Generation at London Fashion Week to provide young designers with financial support and a promotional platform to produce their collections.

2005Topshop's Unique collection becomes the first high street range to be shown on the catwalk as part of the official schedule of London Fashion Week. The range is picked up and stocked by influential New York boutique Opening Ceremony.

2007The hugely-anticipated Kate Moss for Topshop range launches, resulting in unprecedented scenes of fashion fans queuing round the block to get their hands on a slice of the supermodel's style.

Purpose & Management

• Topshop is a British chain of clothing stores that operates in more than 20 countries, including: UK, USA, Russia & Australia.

• Its primary sales come from a range of products including clothing and fashion accessories, and is mainly known for its women's clothing.

• The business has also expanded into the online fashion retail arena.• The founder of Topshop is Peter Robinson, but is now owned by

entrepreneur, Phillip Green.• It is part of the Arcadia Group, which also owns a number of other

well-known retail outlets including Burton, Dorothy Perkins, Miss Selfridge and Wallis.

• Officers:CEO: Sir Philip Nigel Ross GreenManaging Director: Mary HomerCreative Director: Ronny Cooke Newhouse

Employees

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• Topshop operates 300-plus Topshop stores for women, including the four-story, 90,000-square-foot flagship store at Oxford Circus in London.

• Staff Discount All Employees are entitled to a competitive staff discount of 25% across all Arcadia Group Merchandise and discount of 20% with our sister company BHS.

• Business Wear Allowance issued quarterly up to a value of £1500 over the year.

• Retail Bonus Paid half yearly, dependant on branch performance up to maximum of 30% of your annual salary.

• Holiday Entitlement Starting from 25 days holiday increasing after 5 years service.

• Private Medical Insurance Available for certain levels of Store Managers and above.

• Pension Arcadia offer a competitive stakeholder pension on joining the business.

Marketing...

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• Topshop uses various promotions to attract/maintain customers, such as: student discounts all year round (including sales!!!), style advisors, videos and pod casts on their websites and also send out style notes to subscribed customers.

Celebrity collections • In May 2007, the British supermodel Kate Moss, designed her first collection for Topshop. The appointment of Moss was announced just before the departure of CEO Jane Shepherdson.In July 2007, British artist Stella Vine designed a limited edition fashion range exclusively for Topshop inspired by her colourful artworks. These included T-shirts, vest tops, and T-shirt dresses, with the labels designed in pink glitter.

Pressures

• Topshop have faced various trials throughout the years, for example copyright accusations. Including the incident in 2007 when Chloe claimed Topshop had copied their branded design of yellow dungaree dresses. The £185 dress first appeared as part of Chloe's See cruise collection, before being reproduced by the high street giant at a price of just £35. Topshop bowed to pressure from the fashion house and agreed to pay £12,000 compensation and legal costs to Chloe, as well as taking the dresses off sale. "We paid them over £12,000 without any admission whether it was or it wasn't a copy. We felt it was easier to do that and get on with the rest of our lives,“ said Sir Phillip Green. Chloe has a well-exercised zero-tolerance stance to copyright and Topshop no exception.

Evaluation

In conclusion, Topshop has became a successful, widely known company. It continues to grow as more and more celebrities join the company clothing line.

However, the only draw back within the company is it’s failure to provide prices that accommodate their large student market.

Many high street shops are in competition with Topshop, and this posts a large threat for the company. Although Topshop designs are still unique and the clothing is continuing to grow in popularity.