Hero to zero.

TOPSHOP V DOROTHY PERKINS. 

When you have no idea what to wear for a certain occasion, need some new jumpers? Wanting a new pair of heels? Where would you automatically think will have the things you need asap: Topshop OR Dorothy Perkins? 

Over the past few weeks myself and five other girls have been working on our hero to zero brief - focusing only on high street women wear. 

Both Topshop and Dorothy Perkins are part of the Arcadia Group under the same management - which left myself and the group questioning why do the shops differ so much and reach out to completely different consumers if they are part of the same group? 

We delved a little deeper and each concentrated on the main traits of both brands e.g. Visual merchandising in each shop, their online networking, the staff, their collaborations and their prices/sales. 

Here are a few of the slides we displayed and spoke about during our ten minute presentation..

We came to the conclusion that perhaps Dorothy Perkins are not doing anything particularly wrong - it’s just Topshop currently are doing everything right in relation to collaborating with the most talked about model and communicating with their target audience. 

And so we decided that if we were to miraculously own Dorothy Perkins we would..

1. Focus on one age group and successfully provide for them.

2. Keep pushing the brand online.

3. Make it a niche market.

Would you say Topshop are the Hero compared to Dorothy Perkins?