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TOPSHOP
Universe Round for You
Ahleum Cho
ADV 420 Final Presentation
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 Audience
Female college students aged 18-25
Sarah Madison Jaclyn Hill
-22 years old
-Fashion merchandising majored
junior 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 sophomore
at 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=UV8nQw
fGDDI
 http://www.retailmenot.com/view/topshop.c
om
Thank you!

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420 final*

  • 1. TOPSHOP Universe Round for You Ahleum Cho ADV 420 Final Presentation
  • 2. 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
  • 3. 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
  • 4. Target Audience Female college students aged 18-25 Sarah Madison Jaclyn Hill -22 years old -Fashion merchandising majored junior 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 sophomore at the University of Southen California -Born in San Jose born and interested in designer clothing products for her daily looks.
  • 5. 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)
  • 6. 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
  • 7. 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
  • 8. Budget Google AdWords $51,000 + Social Media $52,300 + Agency Fees $240,000 + Commercial $112,700 ______________________________ Total $456,000
  • 9. 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
  • 10. Resource / Links www.topshop.com http://www.grmwebsite.com/social-media- management-pricing-and-packages https://www.youtube.com/watch?v=UV8nQw fGDDI http://www.retailmenot.com/view/topshop.c om Thank you!

Editor's Notes

  • #2: logo
  • #3: Topshop overview
  • #4: Universe around you
  • #5: target audience
  • #6: Big idea
  • #7: Online tools - adwords
  • #8: Tools
  • #9: budget
  • #10: summary
  • #11: Resource / question