WHO ARE TOPHOP?

Topshop is a worldwide leading pioneer in the world of high street fashion. With over 300 stores in the UK alone. Creating a unique eclectic British style that has inspired many of their customers from England across the pond to the 100 countries they ship to. The brand even has vast variety of fashion starlets regularly wearing their products such as; Fearne Cotton, Alexa Chung, Jessie J, Mille Mackintosh and even world renowned superstar Beyonce Knowles. Topshop is even a style inspiration to many, even to other high street stores. With a targeted audience of 16-25 year olds Topshop remains to keep their style cool and fresh. Many of us are indulging in the world of fashion and Topshop knows just what we like. From frilly frocks and casual cardis, to the perfect party heels. Stores are at the ready to intrigue us with their quality items and inviting environments. Topshop knows no bounds, from putting on shows at the exclusive London Fashion Week to supporting organisation NEWGEN since 2002.

TARGET AUIDENCE

Topshop's main target audience is young cool stylish girls. They aim to attract young girls between the ages of 16-25. The brand is on a mission to inspire many girls across the world to embrace the cool fresh brit style that they embody in their products.

COMPETITORS

There are many high street brands available, but those that are competitors of Topshop are the ones that provide excellent quality stylish items at a similar price. Such as: H&M, Zara and Miss Selfridge. However, there are new brands coming through who are producing quality items but for half the price, creating competitive prices towards Topshop. Brands such as: Asos, Boohoo, Miss Guided, Forever 21.

River Island being the biggest competitor of Topshop, as both brands are the most popular high street retailer providing great quality in season goods, to a similar targeted audience. River Island has also recently produced a collaboration collection with the superstar & fashionista Rihanna called 'Rih for River Island'. This new collection has brought a fresh new vibe to the brand and has proven to be very popular amongst a large variety of young girls.

WHAT TOPSHOP HAVE PRODUCED IN THE PAST

Topshop Designers: is where the brand can bring the ultimate fashion must haves to their

customers. Creating collaboration collections with the likes of Christopher Kane, Celia Birtwell, David Koma and Marios Schwab. In the past Topshop have also done collaborations with celebrities. One of their main collaborations being with supermodel Kate Moss. With a number of items chosen directly by the supermodel and put on sale for the public to purchase.

Topshop Unique: Topshop Unique is specially designed collections by the brands in-house designers for their inspiring pieces created for the catwalk. The items produced by the brands designers are usually worn down the catwalk at exclusive shows like London fashion week by well-known models. These products are not featured in Topshop retail stores.

Topshop is the only high street brand to have a featured catwalk show at the exclusive haven of fashion, London Fashion Week.

Topshop Boutique: Topshop Boutique is created by the brands designers. "Designed as the perfect capsule wardrobe for cool girls around the world." The Boutique is in essence like a higher end alternative to what the brand has to offer in their stores. You can by the items online or get style inspirations from Topshops lookbook.

Topshop supporting charities: Topshop is more than just a haven for stylish products. Some people may not know but the brand is also involved with supporting a number of different organisations. From touring around in a mobile soup kitchens, to hosting a summer picnic. Topshop sell items in store to help and raise funds for a number of charities. Such as:

Key to freedom

Shelter Box

Breast Cancer

Teenage Cancer Trust

Age UK

Centrepoint

NEWGEN is one of the world’s most internationally recognised talent identification schemes.

Topshop have been supporting the organisation since 2002. The organisation gives young fashion designers the facilities and opportunity to showcase their talents and style in fashion. Giving the young designers the chance to feature in fashion shows, with the hope to be noticed for their original style and be given an opportunity to start their very own brand.

With designers such as Alexander McQueen, Julien Macdonald and Christopher Kane coming from the organisation.

WHAT I CAN BRING

I am the right candidate for this role, as I can bring a fresh new spin to fashion through my images and my creative thinking, highlighting Topshop's unique style and embodying this through to the targeted audience. I am confident in producing a set of images that show Topshop's trend setting style, mixed with my own style. Capturing those inspiring moments and expressions, complimenting the collection in a way that will entice the viewers. Fashion photography is something that I particularly love doing. It allows me to express my own individual style while capturing the style of others. Which I think is something very interesting. You cant help but become inspired by the different mixes that can be created. With my eye for detail and complimentary factors, mixed with the style of Topshop I believe that I will produce a set of inviting images for Topshop lovers to experience all around the world. Putting Topshop back on the map for most creative brand in their industry.

MY PRICES

As a freelance photographer it is my responsibility to have an understanding of the prices. I will need to consider my expenses as well as how I will pay those that I hire to assist me on the job. For this campaign shoot for Topshop I will need to have a variety of different job roles allocated out, I will even need to recruit some people outside to take care of other jobs. I must think about the prices of these people as well as how much I will be charging for my services. I will need to put into consideration approximately how long it will take to have the shoot finished, as I will need to provide a per hour total cost.

• Firstly, I will need a team of 5 members to assist me in the role. I will be using volunteers as they wish to get experience in a photography shoot, I will be able to save money in this area by doing it this way. However, if I am getting assistants by recruiting those who are specialist assistants then I estimate I will be spending around £300 for each person for a 5-hour campaign shoot.

• I will not be using models in my campaign, as I am using individuals who shop at Topshop so I will not have to pay for any models.

• I will need a stylist/designer, who will have all accessories and shoes ready so individuals can

The campaign will best be suited to be shot in Topshops greatest store outlet, in Oxford Circus. By evaluating my services in the campaign and analysing all that I will need to be doing. Bringing all the equipment, directing the individuals, orgainsing, travelling, creative thinking, editing.

• My premium creative fee is at a set £150 per hour. Overall for an approximated 5 hour shoot the price will be at £900 for the shoot of the campaign. Overtime hours will be an extra-added charge of £80+ hourly rate.

• As I will be travelling to London to shoot at Oxford Circus, it is at my understanding that I will need to be covered for my travel expenses as well as for the stay in a hotel the night before the shoot so I am locally in range for the day of the shoot. Local hotel charge is at a minimum of £50 a night. Full tank of petrol for a 1.3 Ford Fiesta will be £40 x2 for travelling back to Northampton from London.

Overall estimated total for the campaign shoot with standard charges is = £1,030