Store Visit report

Chai Jin Wen

J13013198
Visual Merchandising
Diploma in Fashion Design
Mr. Victor

Content
1. About Topshop
2. History of Topshop
3. Shops Font
4. Shops Front
5. Layout
6. Sign
7. Mens part
8. Tables
9. Fitting Rooms and lighting
10. Accessories and cosmetic
11. Cashier
12. Display
13. Hanger
14. Colors and types of cothing
15. Nesting Table
16. Discount
17. Conclusion
About Topshop
Topshop is a British multinational retailer which specializes in fashion clothing, shoes, make-
up and accessories. It has over 300 shops in Great Britain and a total of more than 440 shops
across 37 countries, in addition to online operations in a number of its markets. Its current
CEO is Katie Foster and it is part of the Arcadia Group, which is controlled by Philip Green
and owns a number of other retail outlets including Burton, Dorothy Perkins and Miss
Selfridge.
History of Topshop
Since it launched in 1964, Topshop has become a major style authority and one of fashion's
biggest success stories. Capturing the zeitgeist every season, it exemplifies up to the minute
affordable style, while its brave and irreverent approach has endeared fashion-conscious
shoppers and industry insiders alike.
Topshop's triumph has been all the more remarkable considering its humble beginning. Now
part of the long-standing retail force Arcadia Group, Topshop began in the basement of Peter
Robinson, a department store in the north of England, in 1964. Less than a decade later
Topshop became a stand-alone retailer. In 1994 the brand took over the entire 90,000 square
foot space becoming the iconic Topshop flagship store, attracting over 200,000 shoppers each
week.
On 1 May 2010, Topshop opened its first New Zealand. Located on Auckland's North Shore,
the shop sold out of some of its ranges before it had even opened.Topshop expanded into
Australia in 2011, with flagships opened in both New South Wales and Victoria. In 2013 it
opened a store in Brisbane's CBD in a location previously occupied by Borders.
In November 2012, Topshop launched its first store in South Africa. In April 2013 a
Topshop-Topman store launched in Cape Town, at the V&A Waterfront, with then a total of
three stores in the country.In December 2012, Philip Green agreed to sell a 25% stake in
Topshop and Topman to the United States-based private equity group Leonard Green and
Partners for US$805 million.On 24 October 2013, Topshop opened the first store in France,
in Paris at Galeries Lafayette.
Still under the Arcadia umbrella today, it is Topshop's individuality that has earned it
worldwide respect. A staunch supporter of young British design talent, it has sponsored the
globally recognised New Generation scheme since 2002, which has bolstered the careers of
fashion heavy-weights such as Alexander McQueen, Matthew Williamson, Sophia
Kokosalaki, Christopher Kane, Jonathan Saunders and Marios Schwab.
In 2005, Topshop showed its own acclaimed in-house designed collection Unique as part of
the official London Fashion Week schedule, which subsequently forged exclusive
partnerships with international boutiques as far flung as Tokoyo and LA. An early pioneer of
high street/ designer collaborations, partnerships with some of history's most iconic fashion
names, such as Celia Birtwell and Kate Moss, have further cemented the brand's reputation as
fashion leader and trendsetter.
These covetable collections are available beyond the high street thanks to the award winning
TOPSHOP.COM, which delivers to countries around the globe. And as the brand has grown,
it has continued to innovate with exciting in-store activities and services, picking numerous
accolades on the way - most recently a Time Out award for Best High Street Store and In
Style magazine's Shopping Award for Best High Street Shop.
There are 8 stores of Topshop in Malaysia.Besides, there are 300 stores in the UK and over
100 in growing international territories.The store I have visited is the one in MidValley,Kuala
Lumpur.The Logo of the Topshop is placed at upside the middle of the shop.
Shops Font

The fonts of Topshops logo is Tahoma style in white colour and black background,but when
it comes to sign board,its illuminate.
Shops Front

Layout

The layout of TopShop is freeflow way. Besides, their items are separated to many section,
which are costumes,accessories,cosmetics,shoes and bags zone with sign at upside of
area.This will let costomers easier to ge the area as they wish.
Sign

Mens part
Topman is the male equivalent of successful Arcadia stable-mate.The mens part of Topshop
is placed beside it.

Tables
Some grey and white colors table which collocated by trousers,shoes and bags are placed in
center and inside part of the store.

Fitting Rooms and lighting

Their storage is build in beside the fitting rooms.There are 14 of fitting rooms in Topshop,
every fitting room has 3 side of mirrors,steels hanger and one small rounded chair.The light
in fitting rooms are warm color and give the feel of comfortable.
Accessories and cosmetic

Cashier

The cashier counter is decorated by fashion models wallpaper background and it is a long
white coloured table which have 3 counter to make payment.
Display


The interior of Topshop is very simple and classy.Their decoration are bright and
spacious .They mostly use black, grey,and white color as color of decoration. Their displays
are neat and unique.There are some mannequins styling up with Topshops clothing,bag,and
shoes at the center of store.

Hanger

They use many independent racks and hangers to hang the clothes.They use plastic hangers
and wooden hangers to hang up the clothes.
Colors and types of cothing



There are 10 colors of clothes every wall such as peach colors, white colors,black colors,blue
colors and green colors.Besides,there are 4 types of costume on it,there are
singlets,dresses,crop-tops and t-shirts .
Nesting Table

They also use nesting table to collocate their items,for example, bags and earrings.Slat walls
also can seen in the store.There are some rack displayed by shoes and pictures on the wall.It
looks vintage.There is high-gloss lacquered finish and yellow lights in Topshop.
Discount


The method how Topshop attracts customers are by doing offers such as 10% off for students
with student card. Sometimes they do 20% to 50% off discounts on all of their products in-
store and online. They have this slogan where they write '50% member special' few pieces of
clothing are hung on a corner with the slogan written on top. The slogan are usin red colour
to get attention easier. On their product such as socks and undergarments they have 3 for
RM49 offers.Their accessories also have buy 1 free 1 promotion.
Conclusion
I learn a lots of visual merchandising during this visit. The way of Topshop to decorate their
store and their promotion of product can used as a reference for my futures career.
I think the store should have a window display to attract more customers.Besides, the fitting
rooms of Topshop dont have any worker to service me when I went there.They should
improve it.