Market Trend for Topshop

Topshop is the UK’s leading fashion brand and it is a successful representative of fast fashion. Like all the fast fashion brand, Topshop use global market strategy is very successful. For example, Topshop has developed stores in 39 countries in the world (Topshop official website, 2013). However, these stores are concentrated in developed markets. Today, emerging market has become the largest consumer market, in particular Chinese market. Thus, if develop properly that the develop Chinese emerging market may go well with global market strategy in the future.

There is a SWOT analysis for Topshop in relation to this current market trend. On the one hand, the strengths of Topshop is distinctive signature style. Its British style signature products that totally different from other fast fashion brands. Another one is that Topshop already have some consumer base because some fast fashion brands like Zara and H/M have opened the Chinese market, Topshop also has been known widely. At the same time, the threat of Topshop is competitors; the biggest threat comes from Zara that has a better marketing strategy and successful in Chinese market (Barnes and Lea-Greenwood, 2010). However, Posner (2011) claims that use internal strength to defeat the external threat. Topshop can use strengths and threat strategic position that utilizes its signature style products to overcome the competitor. On the other hand, the weakness of Topshop in this trend is that lack understanding situation of emerging markets and consumer demand. There are different shopping behaviour in emerging market and developed markets. There is a problem that whether Topshop can sell same product to Chinese market (Dickson et al, 2006). While the opportunity for Topshop in this market trend is that Topshop can promote their products. According to Posner (2011), make internal weakness minimized to ensure the opportunity is not to be lost. Topshop can add some Chinese elements into products that