How can TOPMAN best connect with the teens and 20’s consumer of Today and tomorrow?

Clearly identifying consumer groups and marketing strategy for the brand.

•create a unique marketing strategy• creating a stronger and more identifiable brand image•Clearly identifying the consumer groups

The purpose of the project :

The Brand

Born in 1978

185 stores in the UK

Topman.com over 160,000 visits a week

The Consumer

DEFINITIVE TOPMAN CUSTOMER IS HARD TO PIN DOWN: IT'S A PRETTY DIVERSE CROWD.

• Trend conscious bright-young-things • Essential basics and fashion staples •Young buck in suiting • Sub-cultural groups, • Indie boys • Lads wanting a Saturday night outfit.

•Youth market•Youth fashion market•Men’s fashion market•The British high street•Marketing trends & technology trends

Areas of Research:

Youth Market

• Digital 24/7 & Digital Self expression• Strong Marketing awareness• Want meaningful connections from Brands (Connecting with their lifestyle)• Strong Influence of Music • Different groups have their own iconography and visual language. • Very politically & environmentally aware • Want meaningful living and consumption• Music is a strong influence on youth culture and values

Men’s Fashion MarketPrimark leads the pack Fashion is a lower priority among men

•Over the next four years to reach £11.5 billion in 2016.•Under-25s, students and men who live in the capital emerge as the most fashion-oriented consumers

Marketing & Communication Trends

•Intergrated Social, Mobile and Local Together•Brands Giving back – Diesel Island•Augmented reality•Apps to connect with consumer•Digital/interactive Billboards•Shopable Virals•Use of social media for two way interaction

Engaging & Interacting with consumer through their interests and innovation is Key

Research Methods

Secondary research:Online reports & databasesJournalsArticlesBooks on youth culture/marketBooks on media and marketing strategiesBrand website & social media platformsOnline trend librariesBest sellers lists

Primary research:Store visitsInterview of Topman brand manager Interview of consumersInterview of Topman Store manager Interview of Youth editor at WGSNFocus group of consumersOnline questionnairesOwn photography of consumers and stores

Research Methods

Marketing ResearchComparing models from different years campaigns to see which style of model is most appealing ?

Consumer ResearchWill Investigate more innovative research methods to connect with consumer and get the most informative information from them.

Creative Research Methods

Outline of Project Introduction, Methodology & Research aimsThe brand •History, •DNA, •Financial information, •Key messages•Vision & objectives, •Brand essence, •Brand Architecture•SWOT •Position, •Flag ship store analysis •Interview of store Manager UK Men’s fashion market-•Male fashion market analysis, •PESTLE, •The UK high street, •UK competitors, •Perceptual map, •Competitor analysis, •Competitor store analysis•Store analysis of market leaders

Should the brand be a stand-alone brand?•Look at competitors•Interview consumers Consumers •Youth market analysis and trends interview with Youth editor at WGSN, •Full analysis of consumer - investigating all aspects of lifestyle, what do consumers think of Topman? What would they change?, Where else do they shop and why ?, •Focus group of consumers, •Questionnaires to consumers, •Creative consumer research•Consumer pen profiles Current marketing strategy analysis- •Focus group looking at current marketing•Marketing /communication trends,•Brands doing it well Recommendations/ conclusions

What Next ?

End Results ?Strong research and understanding of Consumer to create a Marketing strategy.

Further research into identified Themes, Progressing on to Primary research into the consumer and competitors.