TOPSHOP

STORE VISIT REPORT

Content
Title Page
History 1
Stores in Malaysia & Internationally 2
Logo 3
Store Front 4
Store Layout 5
Sections 6
The Tables 7
Cashier Counter 8
Storage & Fitting Rooms 9-10
Store Interior 11
The Merchandise 12-13
Color & Items on Wall 14
Story / Concept 15
Store Fixtures 16
Lighting 17
Store Signs 18
Hanger Types 19
Conclusion 20
HISTORY
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.
With 300 stores in the UK and over 100 in growing international territories, 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.
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.

How many stores in Malaysia &
Internationally
Topshop has around 512 shops, 319 of which are in Britain, across 37
countries and online operations in a number of its markets. The countries
included Russia, France, Ireland, Philippines, Israel, Denmark, Singapore,
Malaysia, Thailand, Mexico, Saudi Arabia, United Arab Emirates, Chile,
Turkey, Indonesia, Japan, Croatia, Niger, Cyprus, Sweden, Canada, Kuwait,
Spain, US, Armenia, New Zealand, Australia, Iceland, Qatar, Slovenia,
Bahamas, Brazil, China, Czech Republic, Gibraltar, Hong Kong, Kazakhstan,
Lebanon, Netherlands, Poland, Ukraine, South Africa.
In Malaysia, there are 8 Topshop stores located at different states. There
are 5 stores located at Kuala Lumpur, the shopping centres that are
having Topshop stores are One Utama, Pavilion, KLCC, Sunway Pyramid
and Mid Valley. All these shopping centres are the top shopping centres
around KL. Besides, there are 2 Topshop stores also opening in Penangs
Gurney Plaza and Queensbay Mall which considered as the top shopping
centres in Penang. For the last store, it is located at Johor Bahrus Jusco.

The Logo
Topshop logo use the Tahoma as their font and the font is in black
colour but when its on the shop sign, its illuminate.

Store Front
This is how Mid Valley Topshop looks
like, and beside Topshop, there is a
Topman store for convenient purpose
to all the men. Topshop located at G
floor Mid Valley, walk straight from the
West Entrance, when reached the
junction, and turn right. Then just walk
straight to the end, and Topshop and
Topman located at the end of the mall.
The picture below show the location of
G floors stores and Topshop and
Topman spotted at the end there.
Store Layout
The flow of the store is a free flow. Its like when you walk into the
store, and then you can see all the racks put in everywhere. The
apparels are all arranged in its section. Example: Accessories,
cosmetics, sales items in one section then the rest of the store is
use to place all the racks/tables etc.

How & Why they separate their Sections
Topshop separate their men and
women section clearly as they have
Topman as well, literally for menswear,
so all the women clothing can be found
inside Topshop while all the men can
easily find their clothes in the Topman.
As Topshop not only selling clothing,
but also selling cosmetics, shoes,
accessories and also lingerie, so they
put a sign board above the section for
customers convenient. For example,
ACCESSORIES board hanging on the
accessories section. They separated all
the sections because they want to
make customers more clear about
what on where and easily found the
items they want. Besides, it also will
make the whole stores looks clean and
clear.
Where are their tables? What on there?
Their tables are put on inside
which is in front of each wall,
there is a table put in there and
some of the tables have pairs of
shoes on there, some of the
tables are use to put handbags.

Where is the cashier counter?
The cashier counter is in inside, its when you walk
into the store, then turn left and the cashier counter
is placed on there. Behind the cashier counter, there
are a few pictorials printed on the wall as decorations
to beautify the whole look.

Storage & fitting rooms
The storage of this shop is behind the
cashier counter, there are a few doors
behind and actually are the store
room as the above photo shown,
because I saw them taking items from
there, so Im quite sure that the
storage is behind the counter.
The fitting rooms are in the end of
the store like what normal store does.
You have to turn into the entrance
and get your number only can go into
the fitting room to try on the cloths.
Topshop Mid Valley has around 10
fitting rooms and each fitting room
has two full body mirrors, one chair
and a wall hanger. Besides that,
outside those fitting rooms, there is a
long chair for people who are waiting.


Store interior
The wall of Topshop is in white colour and its ceiling is in black
colour, the whole store looks simple and modern with these two
colours, the whole store looks very clean. Then, there are a few
rows of white colour spotlights as their main lighting. There are not
many decorations in this store, its just few pictorials hanging on the
wall to make whole store looks more modern and wont look plain.

The merchandise
In the centre (front) of
the store, there is a few
mannequins displayed
and those mannequins
arrange in a square form
as theyve been putting
on a square-shaped
stage. Besides, the way
they display their items
are based on the style
of the clothes which
makes people can
search for the same
style items very quickly.


Topshop use a different way in merchandise their product, when they are going to
display the skinny jeans, they will just use the legs of the mannequins instead of
the whole body; when they want to display the bags, they just use the half body
and showing the bags with the mannequins arms. There are also having shoes
section, lingerie section and cosmetic section etc. For the lingerie section, they also
just use a half mannequin body to display and make the panties more outstanding;
customer can know what they are displaying clearly.


How many cloths colour & item per wall?
The reason why we choose this
wall is because it has more
colours than the others do. All
the colours are more on pastel
series which is the colour trend
for spring and summer 14/15.
This wall consist of 12 colours
for the clothes which are
medium slate blue, coral pink,
white, light pink, black, spring
green, pale green, Indian red,
sea green, yellow, royal blue
and grey. They didnt arrange
the colour based on colour tone
but the style of the clothes. All
of them are plain colours. From
this wall, we also know that this
wall has 11 items on it.

Can you tell the story /concept?
There are few stories in this store included denim, floral, print
and so on. All the same style cloths are place on a same place.
Store fixtures
There are nesting
table in the store
which they use to
put those
accessories and
bags. They use
display cases to
display all the
shoes.

Lighting
Their lighting is more
like spotlight hanging
on the ceiling and in
white colour, the
lighting in the fitting
room is just right,
not too bright nor
dim.
Store Sign
The store utilizes its
marketing strategy
to alert customers
that sales have
begun using those
signs. The discount
sign is in dark pink
colour to attract
customers, the 50%
is written in a big
font size so that
those customers will
be attracted.
Hanger Types
The hanger is in 2 types which the normal plastic type written
TOPSHOP and another wooden type without written anything.
And also the picture below shows the hanger for the shoes.

Conclusion
As a conclusion, what I learnt from this store visit field trip is
how the fashion stores display all their items and how they
decorate their store to attract the customers. Before this store
visit field trip, I dont really notice how a fashion store display
all their items, or how they use all those signs to attract
attention, but after this, I gained knowledge about
merchandise. But when in the process of observing
surrounding of Topshop, I think they actually can be more
improve in their sales section which they just put everything at
there and looks really messy, from a customers point of view, I
dont really want to search items from there. Also, they dont
have a window display which I think they should make one.
Overall, this is a really good experience for us, student to know
more about merchandise.