| In September 2009, Topshop was succeeding in | | | | Discussing Topshop, Grace says the company, as our |
| getting itself mentioned in all the right circles and for | | | | research highlights, is a good 'all-rounder', adding that |
| all the right reasons. According to recent research, | | | | it offers: "an eclectic mix of trends, great store |
| Topshop used London Fashion Week well to boost | | | | layout, cafe on site and also has a few ethical fashion |
| its profile, which helped it beat both budget brand | | | | labels. Although its target market is the young girl |
| Primark, and luxury brands Gucci and Prada, in terms | | | | about town, some of the clothes could appeal to the |
| of how often it was mentioned online in the three | | | | older woman - it's all in how you put articles of |
| months prior to September 2009. Comparing these | | | | clothing together." |
| four brands' mentions, Topshop appeared in 33 per | | | | Turning her attention to the higher end of the |
| cent of stories, Primark in 29 per cent, Prada in 22 | | | | fashion spectrum, Grace believes that most |
| per cent and Gucci in 16 per cent. | | | | fashion-conscious shoppers would like to own some |
| What is particularly impressive about Topshop's online | | | | article from Prada and Gucci, even if it is only a |
| media profile is that it is so multi-dimensional. Whereas | | | | keyring. She adds, however, that unless a consumer |
| other brands tend to be associated with one main | | | | earns a fortune, or can spend most of their wages |
| subject area, Topshop gets mentioned for reasons | | | | on clothes, fashion clothing from these brands is |
| ranging from its international success to its vintage | | | | probably not for them. This highlights that the |
| collections (its vintage clothing generated the highest | | | | audience for Prada and Gucci is far more exclusive, |
| number of stories). Not surprisingly, most of Primark's | | | | and why it is appropriate that their media profiles are |
| mentions concern how much its clothing costs (or | | | | less mainstream. |
| doesn't), which is again the most common topic for | | | | Looking at these fashion brands' online marketing, |
| Gucci, but for contrasting reasons. Expense is also a | | | | Kevin Gibbons, director of search at search engine |
| key subject for Prada stories, although the focus is | | | | marketing agency SEOptimise, has been particularly |
| more on how much people spend on Prada, rather | | | | interested in how Primark is succeeding and failing |
| than how much it retails for. | | | | with its online strategy. He says that while the look |
| To find out how all four brands are succeeding in | | | | and feel of Primark's website is appealing, it's missing |
| marketing themselves to their target audience, | | | | a trick by not interacting with its customers. He also |
| research turned to a fashion expert for her opinion. | | | | believes that although Primark has done an excellent |
| Karen Grace spends a great deal of time analysing | | | | job in building a large following on Facebook, it could |
| the image of brands in her role as personal shopper | | | | use its own website better to engage with its female |
| and image consultant at London-based image | | | | audience. He explains: "For example, blogging and |
| consultancy Frumpy to Funky. Turning her attention | | | | adding social media on the site would increase the |
| first to Primark, Grace says that this appeals to the | | | | brand's appeal and attract traffic. An online |
| fashionista who "likes quantity not quality", adding | | | | community on the site would enable customers to |
| that this brand is for someone who "likes wearing | | | | network and feed back their ideas or comments to |
| something new every time they go out at night and | | | | the company." Gibbons also suggests that Primark |
| also wants to look trendy during the day but doesn't | | | | would do well to publish an online catalogue and offer |
| want to spend a fortune." She sums up that Primark | | | | the option to buy gift vouchers, as this would give |
| delivers popular high trends at low prices - but points | | | | people more reasons to visit the site regularly. |
| out that it is not the brand for the eco-friendly. | | | | |