topshop.final portfolio.victoria wallis

Seminar In fashion merchandising

Victoria Wallis

Fall 2015

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Table of Contents

Market Research 4 - 17

Company Profile 5

Current Market Situation 5-6

Style / Concept 6-7

Main Categories of Merchandise 7-8

Target Market 8

Strategy 9

Market Position 9-14

Product Comparison 10-14

Zara

H & M

SWOT Analysis 15-17

Line Development 18 - 40

Target Customer 19-21

“The look” 22

Trend Report 23-24

Concept Board 25-26

Color Story 27

Print Story 28

Fabric Story 29

Style Sheets 30-34

Item #35001

Item #16001

Item #16002

Item #16003

Item #16004

Item #35005

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Item #25001

Item #25002

Key Items 35

5 Key Looks 36-40

Merchandising Plans 41 - 58

Quick Costing 42

Six Month Merchandising Plan 43

Formulas for November 2015 44

Ratios 45-48

Assortment Plan 46-57

Purchase Order 58

Retail Line Presentation 59 - 65

Store Concept 60

Floor Plan 60-61

Planogram 61-64

Storefront 64-65

References 66

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Market Research

5

Company Profile

“Style setter” and “star of your wardrobe” may come to mind when you think

of Topshop, but they are so much more than that! From their work at London

Fashion Week, to the charities that they sponsor, this company continues to

improve overtime. Started in 1964, in the basement of a department store, they

have developed and grown. Now Topshop has over 300 stores in the United Kingdom

alone. Shipping to 100 countries, their classic, cool British style is known

internationally. The Oxford Circus flagship is home to cool girls alike, whether

they are visiting London or living in the city; they continue to spread their

iconic style worldwide to New York and Chicago. From their collaborations with

Kate Moss and Christopher Kane, to there fresh take on classic seasonal pieces,

Topshop’s mission is to bring fashion to you, no matter where you are.

Current Market Situation

Topshop is owned by Arcadia Group Ltd., a privately owned clothing

retailer based in the United Kingdom. This company sells men’s, women’s and

children’s clothing and other related accessories, through retail and online

stores and other international franchises. Sir Philip Green reported, “We are

pleased once again to report strong cash generation of $455.8m, against the

background of on-going challenging global market conditions,” (“Arcadia Group”).

Topshop grossed total sales of $4,168m this year in comparison to $4,131.2m. Retail

margin was down -0.6% points. The company continued investment in the business

with capital expenditure of $161.7m up from last year’s $134m. Ending the year

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with net cash deposits of $315.9 million compared to $115 million. As the retail

industry continues to change, the number of channels available and how the

consumers interact with the products offered continues to evolve, further

increasing the complexity of the operations of said company, increasing the need

of efficiency in the marketplace.

Style / Concept

Topshop was born as a brand extension of the department store, Peter

Robinson, in the 1960s. Originally, selling fashion of two young British

designers, Stirling Cooper and Mary Quant. In 1946, Burton acquired Peter Robinson

as a women’s fashion chain. Topshop was later founded in 1964, entitled, Peter

Robinson’s Top Shop, a youth brand within the Sheffield branch that had a large

department store within the Oxford Street store. This brand was considered high

fashion for the young generation, and soon began stocking garments designed by

General McCann and Mary Quant.

In 1973, the Burton Group launched a major expansion of their womanswear

product category, splitting Top Shop by Peter Robinson into two chains entitled

Peter Robinson and Top Shop. Peter Robinson was set to target women over the age

of 25 and Top Shop was to target women ages 13 to 24. By 1974, Peter Robinson was

reduced from 22 stores to six, and Top Shop continued developing independently,

described as “highly profitable.” At the time, its key competitors were Miss

Selfridge and the Way In. Within the next two years, Top Shop had 55 independent

stores, and more to come according to the Times. Prudence Glynn, fashion editor,

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described Topshop as having a “sharp definition of purpose.” Profiting over $1

million that year, Burton attempted to win over a large majority of the menswear

market. In the midst of declining sales of men’s tailoring, the Top Man brand

launched, being described as “more of a brother to Top Shop than a son of

Burton.” The following year, womenswear profits were up 30 percent and Top Man

was said to be highly profitable for the company. By the 1980’s, the brand was

being referred to Topshop.

Topshop struggled to maintain its fashion brand profile, and by the 1990’s,

it began to undergo a successful brand revival. Turnaround credited to the

promotion of Jane Shepherdson, brand director. Starting her career as a buyer,

she moved up through the company quickly. When Shepherdson took on her

promotion, Topshop had a profit of $9 million; rapidly increasing to $100 million

annually. Under her direction, Topshop became a key sponsor of London Fashion

Week, supporting emerging British designers.

Main Categories of Merchandise & Price / Quality

Level

Topshop offers a large variety of products and services to accommodate

their diverse customer. They are known for providing “basics to cutting edge”

trends, maintaining Topshop’s fashion brand profile. The brand’s largest category

of merchandise is tops, followed by dresses and lingerie. As a women’s active wear

brand, they also offer jeans, jackets and coats, shorts, skirts, pants and leggings,

sweaters and knits, suits and “co-cords”, rompers and jumpsuits, sleepwear,

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swimwear and beachwear, shoes, bags and accessories and beauty products. In

addition, they offer petite, tall and maternity apparel. Prices vary to

accommodate their variety of consumers, anywhere from $10 to $1000. They carry a

number of different brands, including; And Finally, Band of Gypsies, Jimmyz,

Native Rose, Pretty Polly, Project Social T, Tee & Cake, Tommy Hilfiger and Who

We Are. In addition, they offer multiple services including; “Style Advisor,”

“Topshop To Go” and “Topshop Express.”

Target Market

Topshop is associated with the “affordable luxury” category boasting a

“competitive price.” Their target customer is between the ages of 18 and 35 with an

income ranging from $10,000 to $50, 000 annually. Their target customer is young,

fashion conscious and on a budget. As a brand established in the UK, the United

States is becoming a target market of Topshop because of the countries interest in

European fashion, affluence and large population size. In terms of

psychographics, there are eight segments to be considered: innovators, thinkers,

achievers, experiencers, believers, strivers, makers and survivors. Topshop targets

two of the eight consumer segments: experiencers and achievers. Experiencers are

young, enthusiastic, and impulse consumers. They are motivated by self-expression.

Their purchases reflect the importance of being perceived as “cool” by their

peers. Achievers committed to their career and family, they are goal oriented.

They place an importance of image because this demonstrates success to others.

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Strategy

“Arcadia brands work with around 700 suppliers that manufacture our goods

in approximately 1,060 factories. The top 20 suppliers provide 44% of our goods,”

(Topshop). As a company, they employ hundreds of Indian, Sri Lankan, and

Bangladesh workers in Mauritius. The design team consists of about 30 people,

including full-time designers, graphic designers, a pattern room and freelancers.

This design team works along buyers and merchandisers. Designers are a dire

influence on the brand. Topshop interacts with their customers through multiple

channels. From their flagship store, online store and services, including; “Style

Advisor,” “Topshop To Go” and “Topshop Express,” through mobile devices and

Internet mobile usage, Topshop utilizes every form of interaction their customers

offer the company.

Market Position & Competitors

Topshop’s main competitors are Zara and H&M. Both of these stores are

trendy, fast fashion retailers that have the same target market. Topshop’s sales

have decreased due to increasing competition; therefore, thinking of new ways to

reach their target market is vital to future success. Topshop is know for their

unique style and emphasizing the importance of standing out from the competition.

Internationally, Zara is a huge competitor for Topshop, and this remains their

closest competitor. This is because they have higher prices than H&M, but is known

to be less fashionable.

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Product Comparison

ZARA

As one of the largest international fashion companies, Zara is considered a

competitor. They have over 2,000 stores, placed strategically in 88 countries.

Designers receive constant feedback from customers through the purchasing

decisions they are making at their stores, further inspiring their team. Their

goal is to meet the needs of their target customer while providing trend

information and new concepts of design. “The ideas is to share responsible passion

for fashion across a broad spectrum of people, cultures and ages,” (Zara). Zara

offers a variety of products for men, women and children. Including; outerwear,

jackets, blazers, leather goods, suede goods, dresses, jumpsuits, co-ord sets, tops,

trousers, jeans, skirts, knitwear, t-shirts, studio, maternity, shoes, bags and

related accessories. Currently, Zara is showing a trend offering of boho, retro,

rock, mod, gothic and tailoring. Overall, Zara is competitive internationally in

terms of product offerings and target market. Zara offers more basic items than

fashion items in comparison to Topshop.

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Zara Wool Blazer

$149.00

Zara Embroidered Top

$39.90

Zara Waistcoat with Pockets

$99.90

Zara Leather Skirt

$99.90

Zara Wide Leg Trousers

$69.90

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H & M

“Fashion and quality at the best price in a sustainable way,” (H&M). H&M

offers a wide range of collections for men, women and children. They put an

emphasis on quality, with a main goal of exceeding customer’s expectations. They

offer a large assortment of merchandise from women’s clothing and accessories, to

menswear, and home goods. Item categories include: jackets and coats, cardigans and

sweaters, tops, basics, pants, jeans, dresses and jumpsuits, shirts and blouses,

blazers and kimonos, skirts, shorts, lingerie, sleepwear, swimwear, sportswear,

maternity, plus size, shoes, beauty, and related accessories. Current trends offered

are soft powder and a quirky clash. Although they do not have as many featured

trends, their website has a tab dedicated to over 100 trending items. Overall, H&M

is competitive in terms of price and target market.

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H & M Long Velvet Jacket

$79.99

H & M Embroidered Top

$34.99

H & M Faux Fur Vest

$49.99

H & M Leather Skirt

$129.00

H & M Wide Leg Suit Pants

$49.95

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According to the product comparison of Zara and H&M, Topshop should

consider offering children’s wear for the upcoming season. Both Zara and H&M

offered some form of children’s clothes. This is something the Topshop’s target

customer would be interested in and something the company should look into

producing in upcoming seasons. Topshops already offers a line of maternity wear

for their target customer. However, children’s wear is the only thing Topshop does

not offer in terms of apparel in comparison to their competitors. Instead of

having their target customer look elsewhere for their children’s clothing, Topshop

should develop a children’s line for their target customer. In terms of trend

offering, Topshop is ahead of their competition. Their website offers a trend

analysis of the upcoming season. Having a target customer that is fashion and

trend focused, they know their customer is looking for upcoming trend analysis.

They offer their customer fashion shows on demand in addition to “shop the front

row.” This allows customers to shop trends for the upcoming seasons. In conclusion,

it’s interesting how transparent Zara and H&M are in terms of their company and

their supply chain in comparison to Topshop. Their customers obviously value

quality and sustainable fashion. This is something Topshop should consider for

the future.

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SWOT Analysis

As a company, Topshop has several strengths. First, they offer high quality

merchandise at a competitive price, designed with innovative creativity. In

comparison to their competition, their products are fashion forward and priced

between their competitors. Second, they are an international brand with a huge

media support. This past summer, Kendall and Kylie Jenner launched their new

collection for Topshop at the store in LA. Wearing the collection to showcase

their personal style, the sisters posed together for photos, advertising to their

fans and potential customers.

The company also has a couple weaknesses. Their line is mostly targeted to

women. Although the brother brand, Topman, is successful, the Topshop brand is

known as a woman’s brand. In addition, for a traditional customer base, they have

Strengths Weaknesses 1. High quality merchandise at competitive price, designed with innovative creativity 2. International brand with huge media support

1.Mostly targeted to women 2. Traditional customer base

Opportunities Threats 1.Mobile devises and internet usage are growing at a rapid pace 2.Target market is open to new brands and fashion

1.Strong established competition and new competition coming from Asia (Uniqlo) 2. Economic downturn

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a large range of line. Their customer wants “unique basics” and current trends,

sometimes within one outfit. Topshop is always looking to satisfy their customer’s

large range of needs while staying true to their brand name.

In terms of opportunities, mobile devices and Internet mobile usage are

growing at a rapid pace. Recently, Topshop partnered with Pinterest in order to

better assimilate their online and offline customer experience. This deepens the

customers connection to the brand and allows them more ways to use the website.

Many brands have utilized the “Pin It” button, however, Topshop is utilizing this

partnership to a new degree, developing “Pinterest Palette.” This allows Pinterest

to access the site and view their boards. Topshop will create a “colour palette”

based on pins. The goal is to help customers make decisions based on their

personal style. Topshop will suggest a variety of clothing items basted on their

color palette preference. Likewise, their target group is open to new brands and

fashion. This means, the company doesn’t have to worry too much about shocking

their clientele with new fashion trends or brand names. They want the latest

fashion, and Topshop is more than willing to provide it.

There are some threats associated with the Topshop brand. There is a strong

established competition and new competition coming from Asia, Uniqlo. The Unliqlo

brand is based on Japanese values of “simplicity, quality and longevity to be

always basic,” (Uniqlo). In order to compete, Topshop must remain true to their

brand image that their clientele fell in love with. Topshop also has to consider

the economic downturn. When there is an economic downturn, people spend less

money on clothing and more money and the necessities. In order to compensate for

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that, Topshop finds different ways to advertise and interest their patrons. They

do this with collaborations, like Kendall and Kylie Jenner, and advertisements.

For example, Topshop unveiled an autumn / winter 2014 campaign featuring British

supermodel Cara Delevingne. This was the first time a Topshop campaign featured a

single girl. This launch coincided with the widespread international growth of

the Topshop and Topman brand. "I believe that these plans demonstrate our

commitment both in the UK and globally for the Topshop and Topman brands, with

one of our biggest years of expansion to date. At such an ambitious and exciting

time for thousands of staff and loyal customers, it is fitting to have a fabulous,

young British star such as Cara at the epicenter of our campaign,” comments

Topshop owner, Sir Philip Green, (“British Supermodel”).

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Line Development

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Target Customer

Because she is so busy, she likes to shop in her local neighborhoods. Her

favorite stores are Topshop, Zara, H&M and local vintage stores. Since her career

is in fashion, she likes to go shopping twice a month, spending around $350.

Clio is a 25-year-old

technical designer Marc Jacobs in

New York City, NY. Her job requires

a business casual dress. Currently,

she is earning $45,000 a year (in

text citation.

At this time, Clio lives in

New York City and shares a two-

bedroom apartment with her

roommates and college best friend.

She enjoys yoga, traveling, going

out to eat and likes to try new

clubs.

(pinterest.com, 2015)

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Clio firmly believes in expressing herself through her fashion choices. As

a New Yorker, she tends to keep it chic and black. She finds inspiration in her

designs, her peers, fashion magazines and sources like WGSN. She often finds

inspiration walking the streets of the city. When she has free time, she will

visit us.topshop.com, zara.com/us, and hm.com/us to see what’s new.

Clio favors basic pieces and having

the latest trends. Although she wears

mostly black, recently she’s been sporting

pastel colors for fall. As her office

varies in temperature, she likes to wear

layers. This is also comfortable when

traveling on a plane for work or to

vacation with friends. Clio likes to mix

and match her wardrobe, rarely wearing

the same outfit twice. Because of her

lifestyle, Clio prefers pieces that she will

be able to mix and match with the rest of

her wardrobe.

(pinterest.com, 2015)

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(google.com, 2015)

(pinterest.com, 2015) (yahoo.com, 2015)

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The Look

(zara.com, 2015) (topshop.com, 2015) (zara.com, 2015)

(zara.com, 2015) (h&m.com, 2015) (forever21.com, 2015)

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Trend Report

Modern technology inspired textiles is used across all categories. With an

emphasis on urban wear, the athleisure trend is updated. “Embrace newness with a

return to sweater knit dressing and modern techno poly-coated and bonded

fabrics,” (Doneger).

This season encompasses several themes and themes, “from ‘60s mod styling to

‘80s mannish tailoring and many variables in between,” (Doneger). There are many

options for today’s consumer, including; short or midi length skirts and dresses

or full pants or shorts. This season is all about mixing proportions and

“The art of tailoring returns with

the suit and shirt for both genders – the

three-piece suit for men and the pant suit

for women – both accessorized with a

topcoat,” (Doneger). A desire for comfort is

accomplished with a relaxed fit paired

with stretch fabrics, including jersey and

ponté.

(doneger.com, 2015)

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contrasting knit and tailoring. Completer pieces are shearling, leather, and fur

jackets and coats.

(wgsn.com, 2015) (wgsn.com, 2015)

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Concept Board

My concept board was based on the Fall / Winter 2015 trend: Transcend. “A

winter folk story that goes beyond classic, rustic-nature interpretations by

adding a dreamy mysticism and a premium look and feel, updating traditional

references with a sense of modern romanticism,” (WGSN). “Modern Folklore” is a

collection of various sources of inspiration, including folklore and art inspired

by folklore, a variety of fabrics, and colors. All colors, prints and colors are

named after folklore tales or terms associated with folktale literature like

“lore” or “myth.” Topshop keeps their consumer guessing, and trusting, that they

will give them the latest fashion trends. Their sleek design assures their

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customer that the new items will fit perfectly into their trendy wardrobe.

Similar to the concept board above, Topshop’s Fall / Winter collection comes from

a variety of inspiration sources and not one specific theme or motif. Like

Topshop, this collection is cutting edge and ahead of the trend game.

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Color Story

Lore Lavender

Riddle Rose Anti-Legend

Gray

Myth Chocolate Urban Legend Chamois

Anecdote Ivory

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Print Story

The Seven Ravens

Frau Holle

(wgsn.com, 2015)

(wgsn.com, 2015)

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Fabric Story

Swatch Fabric Name

Fiber Content

Suitability Special Care

Vendor Wholesale Price per

yard

Cadence Crepe

100% silk

Bottom weight

Dry clean only.

Moodfabrics.com $6.99

Genetic Georgette

100% silk

Blouses, dresses, and overlays

Dry clean only.


Conundrum Chiffon

100% polyester

Dresses, skirts, and sheer backs to blouses

Machine wash warm or cold, tumble-dry low.


Tall Tale Knit

100% cotton

Long sleeve shirts, thick plush shirts, and cardigans

Machine wash cold


Fakelore Faux Suede

100% polyester

Apparel, accessories, and jacket linings

Dry clean recommended.


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Style Sheet

Style Number #35000

Short Description: Belted Blazer

Retail Price $ 115.00

Sizes: 0-12 Colors: Lore Lavender, Riddle Rose, Anti-Legend Gray, Myth Chocolate, Urban Legend Chamois, and Anecdote Ivory

Fabric Name: Cadence Crepe Description: Keep tailoring crisp with this belted blazer. With a fitted silhouette, cinching at the waist to pull any looks together. Pair with a classic blouse and a skater skirt or wide leg trouser pants for a fresh look. Dry clean only.

Style Number #45001

Short Description: Hand-Made Waistcoat



Fabric Name: Cadence Crepe Description: Bare arms are the perfect way to layer in between seasons. Utilitarian design, front pockets. Dry clean only.

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Style Number #16001

Short Description: Embroidered Top


Sizes XS-L Colors: Myth Chocolate, Urban Legend Chamois, and Anecdote Ivory

Fabric Name: Genetic Georgette Description: Rich, autumn tones make this statement piece a key item this fall. Pair with a leather skirt for a cool girl vibe. Lightweight finish with embroidered details on the front. Dry clean only.

Style Number #16002

Short Description: Blouse with Bow



Fabric Name: Conundrum Chiffon Description: Bow Blouse. Pleated Sleeves.


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Style Number #16003

Short Description: Cropped Studio Top


Sizes XS-L Colors: Lore Lavender, Riddle Rose, Anti-Legend Gray, and Anecdote Ivory

Fabric Name: Conundrum Chiffon Description: Studio top. Cropped. Frill sleeves.


Style Number #16004

Short Description: Polo Neck Sweater


Sizes S-L Colors: Lore Lavender, Riddle Rose, Anti-Legend Gray, Urban Legend Chamois, and Anecdote Ivory

Fabric Name: Tall Tale Knit Description: Polo-neck sweater. Asymmetric hem. Long sleeves.

Machine wash cold.

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Style Number #35005

Short Description: Loose Fit Jumpsuit


Sizes: 0-12 Colors: Myth Chocolate and Anecdote Ivory

Fabric Name: Conundrum Chiffon Description: An easy approach to tailoring with this loose fitted jumpsuit. Relaxed fit works with the wide leg and belt. Machine wash warm or cold, tumble-dry low.

Style Number #25001

Short Description: Wide-Leg Trousers


Sizes: 0-12 Colors: Riddle Rose, Anti-Legend Gray, Myth Chocolate, Urban Legend Chamois, and Anecdote Ivory

Fabric Name: Cadence Crepe Description: Wear this season’s wide leg silhouette with these wide-leg trousers. Cropped to the ankle, wear them to showcase a statement shoe. Dry clean only.

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Style Number #25002

Short Description: Leather Skirt


Sizes: XS-L Colors: Myth Chocolate, Urban Legend Chamois, and Anecdote Ivory

Fabric Name: Fakelore Faux Suede Description: Leather skirt. Mid length. With buttons. Dry clean recommended.

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Key Items

Belted Blazer Loose-Fit Jumpsuit

Hand-Made Waistcoat

Embroidered Top Wide-Leg Trousers

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Five Key Looks

Look 1: This look consists of the embroidered top and a black leather skirt. This is a look that can be worn to brunch or thrifting with friends. The top comes in two color ways, Myth Chocolate and Anecdote Ivory. When paired with a matching skirt, the look is “classic, cool” and totally Topshop.

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Look 2: This trendy look is made of the belted blazer, a classic white blouse, a black skater skirt, and dotted swiss tights. This outfit could be worn to work and then transitions perfectly to be worn out after work with coworkers. The tights add texture and fun to this classic outfit.

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Look 3: These pieces are the perfect combination of classic style and current trends. The hand-made waistcoat, paired with a classic white blouse and wide leg trousers. This professional look is the upgrade to your wardrobe you’ve been looking for. This overall relaxed fit is comfortable yet work appropriate.

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Look 4: Topshop is all about chic style meets current trends. The wide leg trouser, when paired with the belted blazer looks chic and current. With a twin-relaxed fit, and like fabric, these two pieces were created to be worn together.

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Look 5: This look is made of the loose-fit jumpsuit and matching ankle boots. This surprising combo looks cool together. Topshop targets the “cool girl” and the “trend setters,” this look was designed with her in mind. Wear this to grab coffee with friends or to visit your local flea market.

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Merchandising Plan

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Quick Costing

The table below is the Quick Costing sheet for Modern Folklore Fall /

Winter 2015 line for Topshop. The worksheet demonstrates that each item can be

sold for the retail price found on the style sheets. As a reference, the Style

Number coordinates with the price in the line, the Retail Price is the price the

end consumer pays for the item; the Unit Cost is the cost to produce the item for

the company. The Target Fabric Cost is the cost, which the fabric can cost while

still making a profit and the Fabric Quick Cost is the actual price of the fabric.

If the target fabric cost is higher than the fabric quick cost, a profit will be

made.

Style Number Unit Retail Unit Cost Target Fabric

Cost

Fabric Quick

Cost

#35000 $115.00 $46.00 $27.60 $17.47

#45001 $85.00 $34.00 $20.40 $17.47

#16001 $90.00 $36.00 $21.60 $21.57

#16002 $49.90 $19.96 $11.97 $6.72

#16003 $49.90 $19.96 $11.97 $5.47

#16004 $39.90 $15.96 $9.57 $8.77

#35005 $110.00 $44.00 $26.40 $6.72

#25001 $105.00 $42.00 $25.20 $17.47

#25002 $129.00 $51.60 $30.96 $28.78

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Six-Month Merchandising Plan

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Formulas for November 2015

1.) Sales $ = Sales Total * Monthly Sales %

2.) BOM = Stock to Sales Ratio for month X Monthly Sales Plan

3.) Markdown $ = Monthly Markdown % X Monthly Sales

4.) Monthly Retail Purchases = Monthly Sales + Monthly EOM + Monthly

Markdowns – Monthly BOM

5.) % of Initial Markups = Retail Purchases X (100-markup percentage) = Retail

Purchases X .4

6.) Stock to Sales Ratio Total = Total BOM / Total Sales

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Ratios

The ratios for Topshop Fall / Winter 2015 do not vary greatly. The line was

designed to follow Doneger’s forecast for the season, therefore offering a

variety of styles. Since Topshop is a fashion forward company, all of their items

are versatile and designed to be born different way in order to accommodate for

their wide range in target customer. These styles include: tops, skirts, dress,

pants, and jackets.

Style Distribution Ratios

Class Percentage

1 Tops 44.44%

2 Bottoms 22.22%

3 Dress / Suit 22.22%

4 Jacket / Coat 11. 1 1%

5 Other 0%

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Size Distribution Ratios

Size Percentage Size Percentage

X-Small 10% 0 5%

Small 20% 2 10%

Medium 40% 4 10%

Large 30% 6 20%

8 25%

10 20%

12 10%

StyleDistributionRatios

1

2

3

4

5

6

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Color Distribution Ratios

Topshop Fall / Winter 2015 contains a variety of colors including

pastels, ivory, grey and chocolate brown. According to Donneger and WGSN, colors

forecasted will be pastels, neutrals, and warm colors. The Fall / Winter color

story includes: Lore Lavender, Riddle Rose, Anti-Legend Gray, Myth Chocolate,

Urban Legend Chamois, and Anecdote Ivory.

SIZEDISTRIBUTIONRATIO

X-SMALL

SMALL

MEDIUM

LARGE

SizeDistributionRatio1

2

3

4

5

6

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Color Percentage

Lore Lavender 12.5%

Riddle Rose 15%

Anti-Legend Gray 15%

Myth Chocolate 17.5%

Urban Legend Chamois 17.5%

Anecdote Ivory 22.5%

ColorDistributionRatio

LoreLavender

RiddleRose

Anti-LegendGray

MythChocolate

UrbanLegendChamois

AnecdoteIvory

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Assortment Plan

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Purchase Order

In doing the 6-month merchandising plan, the budget for Topshop Fall

/ Winter 2015 is $87,000. The purchase is set out to receive $214,350.00 worth of

merchandise for the line. This is only $1.00 less than the allowance, so it is

close to the allowed amount for this period.

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Retail Line Presentation

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Store Concept

Topshop will be located on 5th Avenue, New York close to Zara, H & M,

UNIQLO, and other competitors. This store will be a destination for New Yorkers

and tourists like. Walking down 5th avenue to go shopping is an activity that New

Yorkers do regularly and tourists look forward to. This is a prime shopping

location where a store like Topshop can thrive.

Floorplan

This Topshop location will have two floors, the first floor will be 50X100

and the second floor will be 50X50. When you walk into the store, it is light and

airy, white walls and white tile floors. When you walk into the store, there is

decompression space for customers to take off their gloves, take a look around the

store, and see where they want to go from there. There are three mannequins and

a visual display positioned center following the decompression space. The first

floor will hold the latest merchandise, accessories and shoes. The first floor is

a mirror reflection of each side. One each side, there is two large tables where

the latest items can be displayed. The tables fit over each other on two levels.

There are clothes hanging all along both sides of the walls. There are no clothes

positioned on the front or back of the walls. The back wall of the store has a

large cashier area along most of the walls. There is a long POS display area,

mirroring the cashier space, showing the newest winter accessories. There is a

large fitting room area behind the cashier area on the back wall. The fitting

rooms will be large, and bright so that customers can see what they are trying

61

on. We will use pink light; because it is less harsh than florescent light and

will make customers feel better about them, therefore, selling our clothes better.

There will be a glass, backless chair in the corner of the fitting room for

comfort, and multiple white hooks to hold all of the merchandise our customers

will be trying on. The large white staircase is positioned to the front of the

store, so customers could walk straight upstairs. The upstairs will have basics and

most of the shoes and accessories. Again, the second floor will be a mirror

reflection on each side. Continuing with the theme of white and mirror images,

there will be four large tables, two on each side. Again, there will be clothes

hanging on each side. The back wall will be built in storage place to display

shoes. Overall, the continuing themes going throughout the store will look clean,

crisp and cohesive.

Planogram

The store is a mirror reflection of itself. The first floor will have

four large like displays on each side. They will hold different merchandise, but

physically the setup will be the same. This is to divide the store by styles and

current trends. This is will help with shopping efficiency and the customers

overall happiness with their shopping experience. For example, the first area on

the left of the store will hold the latest fall winter apparel. The fixtures on

the back wall will be two levels of faceouts, tops and dresses on tops, pants and

skirts on bottom. This will make it easier for customers to make outfits out of

our merchandise, leading to higher sales.

62

Style Number Items Colors Sizes Placement #35000 Belted

Blazer Lore

Lavender 0-12 C

#35000 Belted Blazer

Riddle Rose 0-12 C


Anti-Legend Grey

0-12 C


Myth Chocolate

0-12 C


Urban Legend Chamois

0-12 C


Anecdote Ivory

0-12 C

#45001 Hand-Made Waistcoat

Lore Lavender

0-12 I


Riddle Rose 0-12 I


Anti-Legend Grey

0-12 I


Myth Chocolate

0-12 I



0-12 I


Anecdote Ivory

0-12 I

63

#16001 Embroidered Top

Myth Chocolate

XS-L E



XS-L E


Anecdote Ivory

XS-L E

#16002 Blouse with Bow

Lore Lavender

0-12 C


Riddle Rose 0-12 C


Anti-Legend Grey

0-12 C


Myth Chocolate

0-12 C



0-12 C


Anecdote Ivory

0-12 C

#16003 Cropped Studio Top

Lore Lavender

XS-L A


Riddle Rose XS-L A


Anti-Legend Grey

XS-L H


Anecdote Ivory

XS-L H

#16004 Polo Neck Sweater

Lore Lavender

S-L B


Riddle Rose S-L B


Anti-Legend Grey

S-L B



S-L B


Anecdote Ivory

S-L B

#35005 Loose Fit Jumpsuit

Myth Chocolate

0-12 G

#35005 Loose Fit Jumpsuit

Anecdote Ivory

0-12 G

#25001 Wide-Leg Trousers

Riddle Rose 0-12 D

#25001 Wide-Leg Anti-Legend 0-12 D

64

Trousers Grey #25001 Wide-Leg

Trousers Myth

Chocolate 0-12 D



0-12 D


Anecdote Ivory

0-12 D

#25002 Leather Skirt

Myth Chocolate

XS-L F



XS-L F


Anecdote Ivory

XS-L F

Window Display

The storefront will be completely glass, including the door. This will

optimize the room for visuals and look bright and open, somewhere customers would

like to be. The Topshop sign will be white, the length of the store, and positioned

three feet above the double door. The double door is oversized, made of glass,

positioned center of the storefront, with oversized handled. There will be visuals

on either side of the door, from the floor of the store, to the bottom of the

Topshop sign. The visuals will be physical reflections of each other, but

mannequins will be wearing cohesive but different looks. Any fixtures used, like

boxes for the mannequins to stand on, will be white or glass. This is so that the

clothes stand out against the white backdrop.

65

Style Number Item Colors Size Placement #35005-C2 Loose Fit

Jumpsuit Myth

Chocolate 2 A

#16001-IS Embroidered Top

Anecdote Ivory

S B

#25002-ChS Leather Skirt


S B

#35000-R2 Belted Blazer


2 C

#16002-Ch2 Blouse with Bow

Anecdote Ivory

2 C

#25001-Ch2 Wide Leg Trouser


2 C

66

References

"Arcadia Group Financial Results 2013 - 2014." / Arcadia Group. N.p., n.d. Web. 22

Sept. 2015. <https://www.arcadiagroup.co.uk/press-relations/press-releases-

1/arcadia-group-financial-results-2013-2014>.

"BACK ON TOP; Style Sunday Change of Direction Puts Topshop in the Fast Lane."

LexisNexis® Academic & Library Solutions. N.p., n.d. Web. 23 Sept. 2015.

<http://www.lexisnexis.com/hottopics/lnacademic/>.

"British Supermodel Cara Delevingne Is Topshop's New Campaign Girl." LexisNexis®

Academic & Library Solutions. N.p., n.d. Web. 23 Sept. 2015.


"Kendall and Kylie Jenner Launch Topshop Range in LA; The Sisters Collection Is

Available in Selected Stores and Online." LexisNexis® Academic & Library

Solutions. N.p., n.d. Web. 23 Sept. 2015.


N.p., n.d. Web. 15 Sept. 2015. <http://www.hm.com/us/>.

"Pinterest Helps Brands Better Integrate Online and Offline Worlds with TopShop

Partnership." Ebscohost. N.p., n.d. Web. 22 Sept. 2015.

<http://web.a.ebscohost.com/bsi/detail/detail?sid=73d3f191-9b7c-4e72-8387-

e92389fcb912%40sessionmgr4005&vid=4&hid=4209&bdata=JnNpdGU9YnNpLWxpdmU%3d

#AN=109520722&db=buh>.

Topshop. N.p., n.d. Web. 15 Sept. 2015. <https://us.topshop.com/?geoip=home>.

"ZARA United States - Official Website." ZARA United States - Official Website.

N.p., n.d. Web. 22 Sept. 2015. <http://www.zara.com/us/>.

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