TOPMAN/TOPSHOP & MANGO
TOPMAN/TOPSHOP
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MANGO
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ATTRIBUTES
“WHO”
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· Higher-end-fashion – slightly much more pricey.
· Much more trendy compare to other retail stores.
· Has individuality and personality for every piece of clothing, accessories and shoes in the shop.
· Much more western-based concept but glocalised the designs in Asian market.
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· Affordable retail clothing line.
· Often have similarities with high-end clothing line.
· Much more localized – less demand and statement making.
· Often sell commercial product such as t-shirts, jeans and jackets.
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PROCESS
“HOW”
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· Season fashion shows: London fashion week – indicating high end fashion.
· Often collaborate with famous designer and are endorsed by famous personalities.
· Season sales ( clearance sales)
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· Peer pressure – a normal fashion statement.
· Kate Moss is the face of MANGO;
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CONSUMER
BEHAVIOUR
DOMAINS
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· Create a sense of belonging and brand loyalty – high quality of clothes.
· High media coverage, especially when famous personalities are spotted wearing the product.
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· Brand loyalty – cheaper goods
· Has pretty good advertisement for having famous models as the face of MANGO
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INCOME
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· Usually higher middle class are able to afford their products.
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· Middle class income people can afford the product of the shop.
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