I was lucky enough to speak with a Topshop buyer called Khairan Majid , i decided i would give her an email asking her some questions. She was really helpful and she replied promptly. I had also found her on linked in so i will continue to keep in contact with her throughout my dissertation if i need more primary research.
How do you work out your market?
How do you work out your market?
As the high streets leading fashion retailer, we need to have a strong brand identity but we also need to move with the times and make sure we’re constantly educating & inspiring our customer base whilst enticing new customers. This involves ensuring there’s a constant offer for the ‘loyal’ customer as well as making sure we’re competitive with what’s going on with the rest of the high street as new competitors are popping up more frequently than ever.
How do you understand the consumer and who your buying for?
We develop trends each season that are focused around the Catwalk shows/street style/blog inspiration etc, whilst looking at department history to build a strategy to ensure we’re identifying opportunities to help us decipher exactly what our customer base wants across the UK & Internationally.
Does the consumer inspire you to choose the things you buy?
Yes they do in terms of department history. However it is vital that being the ‘high streets leading fashion retailer’ we continue to inspire our customer and give them the confidence to express themselves & explore the constant, exciting new things happening with fashion.
Do you think that the style of clothing reflects the brand?
Yes definitely. We provide a varied range, from festival dressing to Premium suiting & that is reflective of the brand. We are constantly elevating ourselves and that is shown through the product & how we represent ourselves through marketing campaigns etc, most recently collaborating with Cara Delavigne.
What influence does a Topshop buyer have on how the brand develops and changes?
Buyers have a huge influence. The buying side identifying what the commercial ‘key drivers’ are and also work very closely with design to develop the seasonal trends.
How do you understand the consumer and who your buying for?
We develop trends each season that are focused around the Catwalk shows/street style/blog inspiration etc, whilst looking at department history to build a strategy to ensure we’re identifying opportunities to help us decipher exactly what our customer base wants across the UK & Internationally.
Does the consumer inspire you to choose the things you buy?
Yes they do in terms of department history. However it is vital that being the ‘high streets leading fashion retailer’ we continue to inspire our customer and give them the confidence to express themselves & explore the constant, exciting new things happening with fashion.
Do you think that the style of clothing reflects the brand?
Yes definitely. We provide a varied range, from festival dressing to Premium suiting & that is reflective of the brand. We are constantly elevating ourselves and that is shown through the product & how we represent ourselves through marketing campaigns etc, most recently collaborating with Cara Delavigne.
What influence does a Topshop buyer have on how the brand develops and changes?
Buyers have a huge influence. The buying side identifying what the commercial ‘key drivers’ are and also work very closely with design to develop the seasonal trends.
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