Introduction
H&M, Zara and Topshop are ones of the most popular and rapidly developing high street female fashion retailers in the UK. In order to hold strong positions in a highly competitive fashion market, these companies have been using the most innovative marketing communications strategies and tactics. Therefore, this report will focus on differences among these three companies in terms of market segmentation, targeting and positioning, various forms of advertising with the aim of understanding consumer perceptions of different approaches they implement.
The objective of this report is to compare and analyse marketing communications strategies and mix for the fashion market in the UK using three fashion retailers: H&M, Zara and Topshop and find out how successful they are.
The paper is structured in the following manner:
Section 1: Research Methodology (a brief report on qualitative and quantitative research methods applied in this paper)
Section 2: Market Overview (a brief summary on the current state of fashion market in the UK)
Section 3: Analysis and Discussion (presenting research finding and analysing the trends)
Section 4: Conclusions and Recommendations
Section 5: Appendix.
Research Methodology
This report was supported by both secondary and primary researches. Secondary data was collected from academic books, newspapers, Internet resources e.g. company websites, annual reports; e-journals from GMID, Mintel, ABI inform, Fame and other Library databases. Primary research consisted of using qualitative and quantitative methods. Qualitative research included observations in shops i.e. visiting H&M, Zara and Topshop stores in Oxford Street, watching consumer and staff behaviour, a ...