Zara – SWOT Analysis

Topshop was setup in 1964 in the wine cellar of a department store. It became part of Arcadia convention Ltd alongside shops standardised Miss Selfridge, Wallis, Dorothy Perkins and Outfit. Now, they accept oer 300 stores in the UK and station to more than 100 countries worldwide. Oxford Circus in London is Topshops flagship store theyve to a fault recently opened flagships in clams and New York.Topshop specialise in on-trend and high-fashion clothing. They contend Womens, Baby, and Maternity. Topshop require collaborated with many designers and celebrities like Christopher Kane and Kate Moss to reach fresh and unique looks. They atomic number 18 overly the first ever high course brand in history to experience London Fashion Week.Communication is a focus of passing on a meat or transferring swearation. A business involve accurate and relevant information so they can make heavy decisions in order to remain competitive. There be two different types of discourse nat ional and impertinent. Internal talk means communication within the partnership, for example a coach-and-four to all shop-floor staff. External communication is the company communication with others outside of it, its guests.Topshop communicate internally and outwardly public in a variety of ways. One example of external communication would be twitter. Twitter is a social networking site that has millions of recitationrs. Topshop use Twitter to interact with their customers this may be to come apart new items, keep them up to find on events, or even grasp customer complaints. By using Twitter, Topshop are keeping their customers up to while with important information as they know that some of their target market (16-34 years) use the website. some other social media Topshop use are Facebook, Instagram, Tumblr and Pinterest. more departments that would use this way of communication would be merchandise, PR and IT.Email is a way of communicating both internally and ext ernally. Internally, Topshop would use electronic mail to communicate between staff, for example learning ability Office emailing all staff to inform them of an coming(prenominal) event, a new ranketc. Topshop can email externally through newsletters. Newsletters (handled by IT or Marketing and PR) inform their customers of new clothing ranges, upcoming events, trend alerts, and sales. People can hold up to these by putting their email underwrite into the website. This way, Topshop can keep their customers up to date with important information.Another type of external communication that Topshop use is YouTube. YouTube has over 1 cardinal different users each month (in the UK), and Topshop use this to their advantage. They have their own channel which has over 35,000 subscribers. They upload videos daily of things such as EDITED where a Topshop stylist ordain create outfits with the new collection. Or 5 Ways to Wear, which showcases Topshops clothing. YouTube is a great way f or Topshop to promote their products and besides communicate with their customers. The commenting system on YouTube allows Topshops customers to comment on what they like and dislike, or even recommend what theyd like to see next. The IT, Marketing and PR departments would have a strong presence in this type of communication. Styling and Personal Shopping (aka customer service) would have an input too.