Topshop, one of the huge name on the planet fashion’s industry has recently arrived in Vietnam on March 13th, 2013. Located in Bitexco Financial Tower, the renowned structure of the vibrant Ho Chi Minh City, Topshop has received rather good attention to foreign visitors and Vietnamese, who have actually understood about this famous brand. Its target customers are young, trendy ladies with higher income, who can be either a young graduates, vocalists, starlets or perhaps a full-time workers who love to be special and stylish by dressing up.
Offering to the marketplace the most up-to-date fashion pieces, Topshop positions itself with the distinct high street style collection variety from clothes, devices and shoes. Though its cost is not low, Topshop is still relatively an affordable brand specifically for the value they provide to clients compared to other high-end brand name.
Having the most successful retailing story, Topshop has actually been doing an IMC campaig in order to present itself to a brand-new market such as Vietnam, boost awareness.
They utilized a lot of IMC tools to reach the goals either by online marketing, printed advertising or public relations with numerous events and sales promo.
Nevertheless, though they had rather excellent technique with ideal touch points, Topshop still has some shortcomings in the way they carried out the project, which still needs some improvements. The main weakness is they were a little fussy on the channels utilized to interact to the consumers, which reduces the effectiveness of the IMC project. In addition, their existing information interacting tools (Facebook, online site,.
) are still lack of details about the items in terms of rate, amount and size.
Therefore, the recommendation for Topshop is to increase their advertising budget, which is not a problem to such a big brand, to expand their marketing communication on more newspapers and magazines with full-page
advertisement continuously, enhancing the online materials with more details and also increase the effectiveness of direct marketing by sending out promotions through emails to customers more frequently.
Founded in 1964, Topshop is now known as a major British style authority and one of the most successful brands of the world’s fashion industry. This multinational brand is very famous for high street fashion not only in terms of clothing but also accessories, shoes and make-ups recently. From the very first stand-alone store opened in 1970, Topshop has continuously grown up with 324 stores only inside UK and expanded to New Zealand, Australia, United States, South Africa,… with a further 148 international stores across 38 countries.
Lately, on March 15th 2013, with Mai Son Ltd (see Appendix 1), Topshop has finally come and opened its shiny doors for the very first time in Vietnam, which was immediately a buzz to Vietnamese fashionistas. Now, those customers can have their hands on the most trendy fashion pieces from the number one high street brand of the world without traveling or spending time and efforts to purchase online from overseas online stores. 2. Target Customer
As one of the most coveted high street fashion retailer, Topshop not only targets at young modern women aged from 15 to 30 , its niche market is the group of females who are driven by a desire to be fashionable and trendy, who love pubbing or clubbing, who want to keep up with the latest trend on fashion magazines. These experiencers and innovators are upper-class customers with middle to high level of income, who are willing to spend 60 dollars for a piece of cloth that can gives them a sense of fun. (Please refer to Appendix 2- Customer Segmentation Chart for more detailed information)
Though Topshop is one of the most well-known British fashion stores, it is still at the introduction stage for the Vietnam market. Therefore, along
with the launch of Topshop in Vietnam, an IMC campaign has been done with these following purposes;
Topshop mainly focus on street fashion style with a wide variety of products range from bags, shoes, belt, glasses… for people to wear on their casual or formal occasions. Topshop’s products is famous for their design and they are widely known to young generation for their unique collection. With the currently popular Western Style wave rise among young generation in Vietnam.
Currently, Topshop uses direct marketing channel to promote their products which attract a lot of customers every day. There is only one shop which located on one of the most famous Building in HCMC, the Icon 68 Bitexco. Customers can also find Topshop’s products on their official webpage; however, online shopping is not yet available.
Being the middle-end fashion brand in the UK, however, Topshop is differentin Vietnamese consumer mind. In Vietnam, Topshop is considered as a higher-end with slightly higher price, that is why Maison JSC. applies value- based pricing, thatranges from 500,000VND to 3,000,000VND. 4. Promotions (Topshop IMC Campaign tools)
There are 4 main tools that TOPSHOP Vietnam used for this particular IMC Campaign: (please referto Appendix 3-TOPSHOP Other IMC tools for more information)
Topshop tries to make itself available on websites as much as possible. Various and famous websites which have the most accesses in Vietnam such as zing.vn, kenh14.vn, vietnamexpress.vn (tintuc, 2013) were selected to reported about the event. On the other hand, to help customers have an overview of the store as well as product, a video last about 3 minutes were posted on Youtube which is the most popular video website in the world (ebizmba, 2012).
Topshop has chosen two main magazines to public their brand on: Her World and Haper’s Bazaar, which are the top famous fashion magazines in Vietnam. They are just perfect touch points to use to reach its targeted segment.
These advertisements were not held continuously (once on Haper’s Bazaar on March 2013 ( the month of opening) and 2 times with short notices about their sales promotions on Her World( May and June 2013) .Besides that, they did not stay on the magazine and online newspaper for international customers who live or travel in Vietnam.
Topshop Vietnam’s Facebook is well organizedto provide much information about the event, contest, promotions and their new fashion collection. In addition, Topshop frequently catch up with the Topshop’s event from other countries to update the fashion trend for followers who always love fashion. (Please refer to Appendix 4 for the reasons of using Facebook) Weaknesses: Topshop is the famous brand of foreign. Thus, many people believe that Topshop’s products are very expensive and unsuitable for Vietnamese as a result. However, Topshop did not give detail the price, size and color of product. Besides that, they are lack of English language for foreigner people.
As the first time to appear in Vietnam, Topshoporganized the fashion show on their opening day. To prepare for this show, Topshop used effectively media advertising tool to introduce their brand to youngfashion lovers. For example, there are some favorite websites of young people and magazine, such as yan news, 2Sao news, Dep magazine; Facebook…Moreover, Topshop has invited many fashionistas and celebrities. According to Shimp (2010), learning the media preferences and life style of the customer will help to choose the best contexts for your brand messages. It is realized thatTopshop choose the right context for the young customer as a new message with new brand, new styles, and the brand of youth.
With the support of its strong foundation, Topshop know just exactly how to reach their target customers. The store has send its information about launching, grand opening, sale promotion through email and text message of customers who owned a membership card of any Maison belonged brands. Moreover, in the first few months opening the brand, in order to reach their potential customers, Topshop has collected their clients’ personal contact information, right at the cashier area. Those contacts will also be sent updated event or promotion. Their integrated campaign so far has built quite a strong relationship between brand and their potential customers.
Topshop did not effectively using this tool with the mass customer information that they have. They did not use any images or other forms of electronic letters to communicate with the customers through emails. They lacked of using multi-language for different customers. 4) Sale Promotions
Even though Topshop was just opened for 4 months, they had 3 different sale promotion events at different times: Opening Sale Promotion (30% off) 30th April and 1st May Sale Promotion (50% on selected items) Final Reduction Sale Promotion in June (50% on selected items) `According to Shim (2010), theHierarchy of Marketing Communication Effects, TOPSHOP is on the trial stage. Therefore, it is a perfect way to get the customers try theirs products to influence their attitude and belief toward the brand. In result, at any sale events, customers were willing to wait in line to get a chance to shop at TOPSHOP.
The sale events were only introduced to Maison’s customers through mobile messages, on facebook and its website, not enough notifications were given to customers.
As said by the marketing manager of Ford Company, we would like to be everywhere; we will go to the places where customers are (Shimp, 2010). With the analysis above, the main weakness of Topshop is that its advertisings(including sale, and events information) did not reach all of the touch points it can, therefore, we suggest:
APPENDIX 1- MAISON JSC. Company
Topshop is launched by Maison JSC, who is known as the top fashion retail company in Vietnam with 15 brands in its portfolio such as Mango, Charles & Keith, Christian Louboutin…
According to Maison (2013), Maison JSC is among the top fashion retail companies in Vietnam introducing some of the most recognizable international fashion brands to Vietnam. Since its establishment in 2002, the company has acquired 15 brands in its portfolio: Christian Louboutin, Jimmy Choo, Karen Millen, Coast, Maison Boutique, bebe, Topshop Topman, Pedro, Oasis, Mango, Charles & Keith, Warehouse, Accessorize, Suite Blanco, Havaianas (Maison Store).To date, the company there are 600 employees with 38 shops, 26 in HCMC and 12 in Hanoi.
TYPE OF SEGMENTATION
People who live and stay in Ho Chi Minh City
Experiencers: the youngest of all the segments, with a median age of 25 who are spending heavily on clothing, fast-foods, music, and other youthful favorites, with particular emphasis on new products and services.
Innovators: are successful, sophisticated, take-charge people with high self-esteem. Their purchases reflect cultivated tastes for upscale, niche products.
Benefit sought: look for quality, and fashionable designs. User status: non-users, potential users, current users, and pass users.
Loyalty status: Range from Not Loyal to Completely loyal
Readiness stage: aware (people who know about TOPSHOP), unaware (people who never know about TOPSHOP before)
According to Facebook for Business (n.d.), there are approximately 3.2billion timesthat people click in Comments on Facebook every day. Facebook is seemly a place to connect and share information of everyone in the world. This is the chance of low-cost-advertising with the business brandfor those who have the own business.
Topshop Vietnam take the advantage from the huge existing and potential customer on Facebook to introduce their brand to Vietnamese people for the first appearance in Vietnam and also engage the brand awareness(Queensland Government,2013) by customersby sharing information, pictures, videos and personal ideas about the product each other.This is of great effective not only because it is a low-cost way to advertise but also it focuses really well on the touch point ( Facebook) of the targeted segment. According to YanGroup (2013), in the photo contest, the customer will come to Topshop outlet to catch the picture and upload on Facebook for other customer voting. At the end of the contest, the winner who had the highest Like from Facebook will receive 5 million dong.