SWOT ANALYSIS

With Topshop having 620 stores and franchises worldwide (in over 40 countries), it is evident that they have a firm positioning in the high street brand sector. This high number of stores brings in a lot of customers weekly with London’s Oxford Circus store attracting 400,000 customers alone each week, representing the sheer popularity of Topshop. They hold a strong presence in the fashion industry and have a very recognisable name. The popularity of the brand isn’t just on the high street, Topshop is the only high street brand to ever show in London Fashion Week with its ‘Unique’ range showing in 2015.

 Despite its popularity in store. Topshop has its weaknesses; their lack of online presence is causing a decreasing popularity with its younger consumers; they would rather shop at more exciting online retailers such as ASOS. The demand of online shopping continues to increase as more and more people are buying fashion items online as it fits in with their lives more, people enjoy how little effort it takes to online shop and Topshop of failing to keep up with this demand. Their website and app are relatively plain and are difficult to navigate. As a result of this shoppers will refrain from shopping at Topshop decreasing sales. 

Topshop has a leaves little room for diversity within its brand, they do not have a plus size range and their sizes have only just recently gone up to a UK size 18, I order to cater to a wider audience Topshop could develop a plus size range.

Changing Topshop’s aesthetic and appearance could also be a huge opportunity to change to something that they haven’t done before to boost publicity and possibly open the brand up to a more niche market, thus creative positive attention surrounding the brand.