420 final*
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Transcript of 420 final*
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 Southen 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 footdrives 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!