Marketing Communications Plan for TOPSHOP Essay

Marketing Communications Plan for TOPSHOP - Essay Example The rationale behind promoting the brand as a commercially affordable one through different means is in accordance with the prediction in a report of Key Note Publications Ltd (2000) that the bulk and standard clothing high street stores of UK will come under utmost pressure to differentiate and align their products in terms of quality, price and style especially in the turbulent times when the youth market is shrinking and more disposable income lies with the older age groups. TOPSHOP will hire a local PR firm to help it implement the marketing plan. It will look over its publicity issues in a very cost-effective manner. The marketing message, slogan and tagline of TOPSHOP will be strategically exploited to keep it in the eye of all the consumers. The reputation and good will in the industry will be assured through the PR firm. The clothes from TOPSHOP will be displayed at the London Fashion Week which will increase their awareness and exposure. Shim and Dranke (1991) identified the key features of profitable stores and amongst these features were the use of exhibitions as a tool of promotion. Their research focused on elements of specific business practices and promotions for the women’s apparel market and the conclusions were drawn on the fact that fashion shows does in fact work to positively promote the merchandise of a company (Shim & Dranke 1991). The recent research by Adams and Browning also confirmed that trade shows and exhibitions are highly effective communication vehicle for the targeted market. The direct marketing through competent sales personnel would be executed. It is also under the plan to mail the newsletter directly to the current customer database.