2. 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.
The purpose
of the
project : •create a unique marketing
strategy
• creating a stronger and
more identifiable brand image
•Clearly identifying the
consumer groups

3. The Brand
Born in 1978
185 stores
in the UK
Topman.com
over 160,000
visits a week

4. 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.

5. Areas of Research:
•Youth market
•Youth fashion market
•Men’s fashion market
•The British high street
•Marketing trends & technology trends

6. 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

7. Men’s Fashion Market
Primark 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

8. 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

9. Research Methods
Secondary research:
Online reports & databases
Journals
Articles
Books on youth culture/market
Books on media and marketing
strategies
Brand website & social media
platforms
Online trend libraries
Best sellers lists

10. Research Methods
Primary research:
Store visits
Interview of Topman brand manager
Interview of consumers
Interview of Topman Store manager
Interview of Youth editor at WGSN
Focus group of consumers
Online questionnaires
Own photography of consumers and
stores

11. Creative Research Methods
Marketing Research
Comparing models from different years
campaigns to see which style of model is
most appealing ?
Consumer Research
Will Investigate more innovative research
methods to connect with consumer and get
the most informative information from
them.

12. Outline of Project Introduction, Methodology & Research aims
The 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

13. 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

14. What Next ?
Further research into identified Themes, Progressing
on to Primary research into the consumer and
competitors.
End Results ?
Strong research and understanding of
Consumer to create a Marketing strategy.