Fall

08

Topshop Loyalty
Program
To: Topshop Brand Manager
From: Jason Patton
Date: June 11th 2014
[Type the
abstractfor
of the
document
here.
The abstract is typically a short
Subject:
Transmittal
Topshop
loyalty
program.
summary of the contents of the document.]

Jason Patton

In response to youre your request, I have analyzed the feasibility of maintaining and
increasing the Topshop brand within the U.S. market.
Based on my research, I would recommend creating a loyalty program for established
customers. My reasons are described in the report, and are based on managements
projection of desired growth of Topshop being a high street fashion leader in the U.S. market
by 2016.
I would like to thank you for your consideration, and for providing additional information
about your company. I will be carrying out the project, and will be the primary contact on
this project.
Feel free to call if you wish to discuss the report, or need additional information.
[Company Address]

Jason Patton
Director of PR/ Advertising
1-(815)-307-2515
jtpatton229@gmail.com

Table of Contents
Executive Summary
Company Profile

3
4

Purpose Statement

Goals, objectives, strategies, and tactics

Situation Analysis

Current Brand image

Desired Brand Image

S.W.O.T. Analysis

Key Messages

Strategic Message Planner

Direct Competitors and Brand Images

Campaign Timetable

10

Budget for the Campaign

11

Conclusion

12

Appendix

13

Pitch Letter

14

Standard News Release 15

Social Media News Release

16

T.V. ad script

17

Radio ad Script
Product Fact Sheet

18
19

Executive Summary:
Overview:
With over 300 stores in the United Kingdom, an over 100
international locations, Topshop has grown over the last 25 years to a
leading global retailer of up-to-date womens fashion. As the company
continues to expand, the U.S. is becoming a primary target audience,
based on population size, and the growing interest in high-street
European fashion market. In 2009 the first Topshop opened in New York
City, Chicago following in 2010, Las Vegas in 2013, and Los Angeles in
late 2013.
Situation analysis:
In a recent survey of 125 of consumers, testing brand loyalty,
and the visibility of the brand, was moderate, compared to
competitors.
Statement of purpose:
This proposal presents a call of action to focus on continuing to
enhance, and develop loyal customer relationship, still increasing
brand awareness, and visibility among consumers, all while
maintaining the brands exclusive qualities, and luxury standards.
Target Audience:
After the British retailer crossed the pond in 2009, it has had a
high success with developing brand image, and awareness, among
target audiences. After five locations in major urban locations around
the U.S. it is time to focus on a new demographic. The forthcoming
plan targets a new distinct audience: loyal customers to the Topshop
brand. After five years Topshop has been able to establish itself,
among: students, A-list celebrates, and fashion enthusiasts. It is time
to further develop relationships with loyal Topshop customers.

Topshop Company Profile:

Since humble beginnings since 1964 in London, Topshop has been
brought British high street fashion to the retail world for women. In
2009 Topshop, we expanded our business across the pound. As
Topshops it is our mission to bring a fresh take on fashion with British
influence to the American market. Currently Topshop, and Topman
comprises of four US flagship stores located in: New York, Chicago, Las
Vegas, and Los Angeles.
Topshop/ Topman is just one of nine high street fashion brands owned
by Arcadia Group, and headed by Sir Philip Green. Arcadia Group has
had numerous achievements along the way, and prides themselves on
modernity, and looking forward.
Fashion, music, and vintage style have influenced our Topshop/ Topman
brand. Based off these influences Topshop and Topman has built strong
bonds with industry insiders. Our collaborations include Christopher
Kane, and Kate Moss.
At Topshop and Topman we provide something for everyone. Providing
catwalk worthy looks, to modern classic basics. Topshop and Topman
dont only fulfill fashion needs, but fashion dreams.

Statement of Purpose:
This proposal presents a call of action to develop loyal customer
relationships, at the same time as raising brand awareness, and

visibility among consumers, while still maintaining the brands qualities,

and standards.

Goals, objectives, strategies, and tactics:

Goal: Make Topshop a high street fashion leader in the U.S. market by
2016
Objectives:
1.
2.
3.
4.

Increase
Increase
Increase
Increase

Topshop brand awareness in the U.S. by 20%.

foot traffic in Topshop stores by 30%.
sales in U.S. Topshop stores by 10%.
brand loyalty by 10%

Strategies: Increase brand loyalty by 10%

1. Create an advertising campaign placed in traditional
print media magazines.
2. Have promotions thought social media outlets.
3. Hosting special events in the present U.S. located
stores, with special guests.
4. Create Loyalty rewards program
Tactics: Create Loyalty rewards program
1. Offering rewards based on a point system, called
trend points based on earned points equal
different rewards. Such as 3000 trend points,
Topshop issues a $20 gift card.
2. Create special contests catered to loyalty
cardholders, such as a trip to London Fashion
Week, at Topshops Unquie runway show.
3. Loyalty reward cardholders will receive exclusive
offers, and discounts through their email. Such as
an additional 15% for students with present
student I.D.

Situation Analysis:
Since Topshops arrival in the U.S., it has slowly successful infiltrated
into the American market. By offering a unique take on high street
fashion. Topshop has become popular among A-list celebrities,
students, young professionals, and fashion enthusiasts. With a
continuous growing brand awareness, and love for everything Topshop
among consumers. It is now it is key to build a relationship off these
potential loyal consumers. In a recent survey of previous and current
customers of Topshop, a high amount of customers reported they
would most likely shop at competitors locations, due to brand
familiarly, awareness, and incentives.

Current brand image:

Topshops current brand image in the American market is a semiwell known British multinational retailer brand. Offering innovative,
fast, high street fashion, with a moderate to high price point, and
limited sizing. Topshop offers a large variety and quick turnover of
stock, Topshop offers many product lines: clothing, make-up, shoes,
and accessories. Topshop also presents additional services such as
daily student discounts, and style advisors.

Desired brand image:

Topshops desired brand image would expand on the
already solid existing current brand image. The British inspired retailer
offers: stylish, trendy, comfortable, affordable, top quality high street
fashion, with new desirable products reflecting the most up-to-date
styles. Offering a considerable variety in products lines: clothing,
make-up, shoes, and accessories. Topshops brand image should
expand on its association with top names in fashion. Along with its
involvement in socially responsible issues such as: Fashion Targets
6

Breast Cancer, Human Equality, and anti-fur groups. On a smaller front,

orctFarnteIn
s
al

offering exceptional customer service through every stage of the

Strengths
1. Brand Reputation
2. Innovative, creative,
and unique products.
3. Media support

External Factors

Opportunities
1. Joint ventures with
other retailers.
2. Brand associationcelebrities
3. Targeting young
consumers- building
brand loyalty

Positive Factors

Weaknesses

Topshop
experience.

1. Price to high
2. Only four current
U.S.A. locations
3. Quantity vs. quality

Threats
1. Competition from
other established retail
stores/ businesses.
2. Bad brand
association
3. Economic conditions.

Negative Factors

S.W.O.T. Analysis:

Key Messages:
1. Topshop is committed to always delivering quality fashion items.
A potential issue the company could face is the quality, not
satisfying customers needs, having poorly made clothes would affect
current and potential investors.

2. Topshop values building a continuing relationship with the

customer.
An issue the company could face is, customers feel unwelcomed, or
feel like sales advisors are not genuine, can lead to bad brand
association. This can affect the jobs of the store, and all the way up to

high positions through the company, if lack of sales, and bad brand
association.

3. Topshop delivers fashion with authority, providing unique versatile

pieces to enhance any wardrobe.
An Issue the company could face is customers who live for
fashion, are unimpressed or uninspired by fashion merchandise, which
can affect negatively on investors.
4. Topshop delivers exclusive high street fashion clothing options.
An issue the company could face is customers arent connecting
to the product, and dont view it as unique. This can affect investors,
and sales advisors.

Strategic Message Planner:

Product: Key Features
Versatile pieces to improve any wardrobe.
Unique pieces inspired by the fashion forward London
people.
Only four current U.S. locations make items
exclusive, and limited.
Product lines: Mainline, Boutique, Unique, Premium,
ensure style options for a wide array of price ranges.
Daily discounts for students

Fast fashion
Celebrity endorsements
9

Direct Competitors and Brand Images

Direct competitors are fashion retail companies:
Zara: The target audience believes that this leading fast fashion brand
offers professional business attire, with moderate to high prices.
However, members of the target audience wish clothing items lasted
more then 5-15 wears.
H&M: The target audience views this retailer as a simple go to.
Offering fashion basics for a reasonably price, often with further
promotions. With high volume of large stock on the floors, the target
audience views this as stressful, messy, and complicated.
American Apparel: The target audience believes that this eighties
inspired store sizing is very limited, and narrow, with prices being high
for basic t-shirts. Although much of the target audience appreciates
the American made movement.

Indirect Competitors and Brand Images

Victoria Secret: The target audience believes this is the go to retail
brand specializing in womens underwear, and lingerie. The brand
emphasizes cool, and sexy. The target audience feels loyal to the brand
for quality, and incentives.
Nike: The target audience believes that is retail brand is more for
casual leisure, and workout clothing, and accessories. Specializing in
fitness attire, and shoes. The target audience enjoys this brand but
not for trendy, fashion fixes.

Campaign Timeline:
Tactic

Start Date
th

End Date

Launch Date

New York Fashion

Week Booth

September 9 ,
2014

September 11,
2014

September
9th,2014

Magazine stories/
Blog Posts

August 31st, 2014

September 19th,
2014

August 31st, 2014

Print Ads

November 1st,

December 31st,

November 1st,

10

2014
August 13th, 2014

2014
October 3rd, 2014

2014

Announce Social
Media Contest

July18th, 2014

August 24th, 2014

August 8th, 2014

Confirm launch
parties

July 1st, 2014

August 4th, 2014

In-store posters

August 27th, 2014

August 27th, 2014

Hold release
parties
Announce Contest
winner

October 16th, 2014

December 31st,
2014
October 16th, 2014
September 15th,
2014

July 18th, 2014

Organize launch
parties

August 28th,2014

October 3rd, 2014

October 16th,2014

11

Campaign Budget:

12

Conclusion:
After surveying many of current Topshop customers, studies have
shown many potential customers look at competitors due to price, and
insensitive offered by the competitors. The plan proposes in offering a
loyalty reward system to those customers who have are continue
choose Topshop as their high-street fashion destination. Based on
13

campaign budgeting, and the campaign timetable, this proposal will be

ready to launch as early as Summer 2014, in time for back to school,
and right in time for the holidays.

14

Appendix

15

Pitch Letter:

Dear Elle Magazine Editor,

I think you and your readers would enjoy, and appreciate
exclusive information about the new Topshop loyalty program:
TOPSHOP TREND.
After sharing your love of London, fascination of British Fashion
on your blog, and passionate about the Topshop brand, we would like
to extend a private invite for you to be one of the first to try out our
new rewards, and loyalty program.
Since crossing the pond in 2009, with our first U.S. location in
New York City, Topshop has expanded to: Chicago, Las Vegas, and Los
Angeles. Along with five more locations set to open in the U.S. late
next year. Our new loyalty program rewards those customers, such as
you, that have remained Topshop brand enthusiasts, who in part have
helped us, achieve our goals of becoming a high street fashion
destination, and we would like to say thank you!
Topshop Trend, Topshops loyalty program, rewards customers for
in-store, or online purchases. For every dollar you spend you the
shopper, receive trend points. Every time you reach 3,000 trend points
Topshop issues you a $20 dollar gift card. With select lines being
double, or even triple points. Other benefits include free shipping,
exclusive invites, gifts, discounts, exclusive contests and select
previews on everything Topshop. Topshop Trend loyalty program will
debut just in late Summer 2014 time for back to school, and just before
the holidays!
To make sure you are interested please respond by July 18th,
2014.
I appreciate your time, consideration, and love of London fashion,
If youre interested in more information, please e-mail me Jason Patton,
at jtpatton229@gmail.com or call me at 1 (815)- 307-2515.

16

17

Standard News Release-Print:

TOPSHOP
478 Broadway
New York City, NY 10013
(212) 966-9555

News Release
FOR IMMEDIATE RELEASE
CONTACT:
July 8th, 2014
Jason Patton

FOR MORE INFORMATION,

Director of Media Relations

815-3072515
jtpatton229@gmail.com
Topshop announces Loyalty Program: Topshop Trend Card
New York, NY- TOPSHOP is delighted to announce its new loyalty
program: Topshop Trend, coming in late Summer/ early Fall in 2014.
After crossing the pond in 2009, Topshop has established itself as the
British inspired fashion retailer in America. President of Topshop, Sir
Philip Green has confirmed, that the Topshop Trend Loyalty Card, will
deliver a new enjoyable take on the shopping experience for
customers, at the premier high-street fashion stores.
The Topshop Trend Loyalty Cards will be made available late Summerto early Fall 2014, just in time for back to school fashions, and in time
for the holidays.
President of Topshop Sir Philip Green commented, I am personally
thrilled with the extensive development of the Topshop brand over the
last five years here in America. We recognize customers love, and
dedication to the brand, which allows us to bring you the most stylish,
update fashions. It is now time to reward those customers devotion,
with our new loyalty program.
Managing Director Mary Homer said, We are more than ever inspired
by the customers, with design ideas, and creatives. It has been so
exhilarating to see Topshop blossom, and even more exciting for the
future. Topshop is only allowed to have a future due to the enthusiastic
18

and devoted customers, so now its our time to offer something in

return.
The Topshop Trend cards will be available for signup in late Summer/
early fall. Topshop is working closely with customers to get their
desires out of a loyalty program that will generate excitement for all
customers and fans worldwide.
###

Social Media News Release:

Topshop announces loyalty program: Topshop Trend
Topshop loyalty program to launch late Summer 2014
July 8th, 2014
News Facts
Topshop announced it would start a loyalty program: Topshop Trend.
The loyalty program signup will start in late summer/ early fall 2014.
Topshop has never offered a loyalty program before.
Topshops loyalty program was inspired by the dedicated customers
The loyalty program: Topshop Trend, will only launch in the U.S.
Customers can earn points for every dollar they spend.
Special lines are worth double, or even triple points.
For every 3,000 points earned, Topshop will issue $20 gift card.
Different level of the loyalty program are earned/ gained through
points
Quotations
I am personally thrilled with the extensive development of the
Topshop brand over the last five years here in America. We recognize
customers love, and dedication to the brand, which allows us to bring
you the most stylish, update fashions. It is now time to reward those
customers devotion, with our new loyalty program. - President of
Topshop, Sir Philip Green states.

We are more than ever inspired by the customers, with design ideas,
and creatives. It has been so exhilarating to see Topshop blossom, and
even more exciting for the future. Topshop is only allowed to have a
future due to the enthusiastic and devoted customers, so now its our
time to offer something in return. Mary Homer, Director of managing
says.

Multimedia
Photo (hi/lo resolutoions): Topshop Trend loyalty cards
Link to traditional news release (PDF)
Video (1:30sec): How the Topshop Trend loyalty cards work

19

Related Links
us.topshop.com
Acardia Group
About Topshop
You know Topshop as the style setter and star of your wardrobe, but
over the years weve become so much more! Our love of fashion has
no bonds.
For More information
Jason Patton
Director of Media Relations
(815) 307-2515
jtpatton229@gmail.com

TV Ad Script:

Title: The British Are Coming Ad

Client/ Sponsor: Topshop
Media Outlet: Fashion T.V. Network
Length: 35seconds
Air Dates: June 6- September 30

WS- Airplane flying over Topshop

Flagship stores (:03)

MUSIC:
(Cover of David Bowies: Fashion,
establish, then under)

MS- Models jumping out of airplane

(:03)

ANNOUNCER:
The British are coming,

MS- Parachutes displaying

TOPSHOP (:04)
CU- Models landing on ground (:02)
MS- Models ripping off parachute
gear (:02)
CU- Models face, smoldering looks
(:01)
CU- Model gestures forward
movement of others with hand (:03)

Topshop has landed stateside

Topshops bringing:
Fashion forward thinking,

20

WS- Models walking in line

formation, displaying clothing (:06)

Unique, exclusive designs.

MS- Models walking into Topshop

Location (:03)

All inspired by you, and British

fashion.

MS- Slow pane to neon Topshop sign

(:6)

Visit your local Topshop today, to

receive your free loyalty card, gain
rewards, gifts, and more!

FADE TO BLACK AT: 34

MUSIC:
(Up and then fade, out at: 34)

Radio Ad Script:

Radio Ad:
Title: Move in Style
Client/Sponsor: Topshop
Media Outlet: XM Radio
Length: 30 seconds
Air Dates June 6 - September 20
Music: (fade, in at :01)
Announcer 1:

Hi, this is Kate Moss, as every

working girl knows, life is always
moving.

SFX: Sounds of chatter, and

flashing lights
Music: Upbeat (establish, then
under)
Announcer 1:

Announcer 2:

But lets move in style! Topshop

boasts exclusive, unique, and
trendy clothing for every womans
style.
At Topshop our love of fashion has
no bonds, and neither should
yours! Visit your local Topshop

21

store to get your style moving.

SFX: Sounds of Flashing lights, and
chatter
Announcer 1:

And Dont forget to pick up your

NEW Topshop Loyalty Trend Card,
to earn rewards, gifts, and more!

Music: (fade, out: 29)

###

Product Fact Sheet:

TOPSHOP
478 Broadway
New York City, NY 10013
(212) 966-9555

Fact Sheet
FOR IMMEDIATE RELEASE
MORE INFORMATION, CONTACT:
July 18th, 2014
Patton

FOR
Jason

Director of Media Relations

(815) 3072515
jtpatton229@gmail.co
m
Topshop announces new loyalty program
What:

British Retailer, Topshop has announced a new loyalty

program in the U.S.: Topshop Trend.

22

Sign up for Topshop Trend, will be available in August 2014

in stores, or through online registration.
Who:

An established Britain retailer since 1965, Topshop has since

crossed the pond in 2009, with our first U.S. location in New
York City, Topshop has expanded to: Chicago, Las Vegas, and
Los Angeles. Along with five more locations set to open in the
U.S. late next year.

Where:
U.S. Topshop Flagship stores, Topshop online, and
Topshop boutiques
in select Nordstroms.
When:
Why:

Topshop Trend loyalty program will start August 2014

I am personally thrilled with the extensive development

of the Topshop brand over the last five years here in
America. We recognize customers love, and dedication
to the brand, which allows us to bring you the most
stylish, update fashions. It is now time to reward those
customers devotion, with our new loyalty program. Sir Philip Green, President, Arcadia Group.

23