The knitwear designed is definitely designed for the Topshop girl who loves fashion and is mostly aimed for the youths. When people shop at Topshop, you would not have to purposely look for what is on trend when it's already designed to be on trend, which is one of the reasons why Topshop is a popular high-street brand.
The designs of the knitwear is carefully design with the decision of the right balance of what weight of yarn and the fitting of each product to make the customer feel comfortable in their clothes and not feel suffocated. Topshop mostly uses mix fibre yarns to create a good texture and quality also to keep within the price range between the productions of the merchandises. However the only yarn they use in their main range that is one hundred percent is cotton and acrylic.
The overview of the designs of the knitwear is beautifully designed with the usage of Fair Isle, cabling, the contract of colours and also fitting the silhouette with certain techniques such the moss stitch and combining knit and purl. When you look at the knitwear selection, you can see the silhouettes are similar however has a different style and look which separates them from looking like each other.
From a business view Topshop has analyse what the customer likes and has just recreated from what has been sold well. To keep the revenue stable, they have been producing new produces every single week also a selective range for the upcoming season to show awareness of change of season and prepare for their customers. Not only that, but has a wide selection of different ranges from exclusive products to the designers collection which also mean a different price range. To keep Topshop’s identity more well known, they have create they own unique looks such as midnight angel and glam rockette which not a lot of high-street brand do.
According to some reviews, there was a product which online reviewers recommended to purchase a size smaller than your own so it would fit comfortably and not be too fitted. Overall the reviews of the knitwear selection are nicely fitted and comfortable.
Some stores are laid out differently from others, either by section of style or by the range of clothing. Window display is important for all fashion stores. At the flagship store Topshop uses a unique way of visually advertising their selection of merchandise by placing the model lying on the floor with angled mirrors reflecting their image.
Because Topshop has many ranges means different competitors however is difficult to overview as one whole company. For the fashion, Topshop’s main competitor is Zara as it’s known to be a fashion imitator producing it’s knitwear with good quality yarn for a low price.
Personal I think that the main competitor of Topshop in the knitwear range is River Island. The comparison between the two high-street brands is though Topshop has a wider style range in knitwear, the feel of yarn at River Island is slightly better. The price range between the basic knitwear of Topshop and River Island is close. Some of the knitwear of topshop contains angora and rabbit white which would feel soft however can easily fall out and could lose its softness.
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