The Objective →
Create and communicate a new Topshop brand identity though a catalog design.
CREATIVE BRIEF →
Brand
Topshop
Competitors
Topshop competitors ranked
from the first to the tenth are
Farfetch, Matchesfashion,
Net-A-Porter, Zara,
New Look, Debenhams,
Reformation, Asos, Nasty
Gal, and #BLKBX Studios.
Source: www.owler.com/
company/topshop
Audience
Most of the clothing and
products are targeted to
young women in their
20’s and early 30’s that
are fashion forward and
trendy. The goal is to create
a unique look and style for
the customers that aren’t
afraid to be a trendsetter.
Source: sites.google.com/
site/topshopyellowgroup/
fashion-target-market
Store
Due to the Covid 19, the
company could not sustain
their business and it was
sold to Asos, a British online
fashion retailer. Since then,
most Topshop physical
stores were shut down
leaving some that are part
of Nordstorm department
stores. Most Topshop’s
products are now available to
be purchased online through
the Asos website.
Print Influence
Topshop is currently a brand
that is being sold on Asos
website along with other 850
brands on the site. Because
of this, the brand does not
have its own place to show
its identity. A print would be
very useful for the audience
to get the feel and message
of the brand.
Social Media Influence
Currently the posts by the
brand on the social media,
specifically Instagram, only
showcase the looks of the
clothes without delivering
any particular message. It
would be great if the page
does not look like most
Instagram influencers’ pages
or online store by including
more filler posts to engage
and communicate to the
audience.
Message
Simple fashion that embrace
people unique style. The
style that let the wearers
stand out. Topshop style
could be worn by people
who live any lifestyle. It
allows the wearers to shine
and show who they are.
Weakness
People think that Topshop
cannot compete with the
current market because their
style is getting boring and
their price is too expensive.
Attributes
I think people know
Topshop as a popular UK
clothing brand. It is also
known for having a better
quality than most fastfashion brands. Sadly, the
brands have a bad reputation
in sustainability and
inclusivity.
PROJECT DIRECTION →
Concept
The idea is to market the
clothings as items that can
be paired with any outfits.
Jeans are minimal and
simple, the wearers can paint
any picture into the outfits.
The campaign will be about
showing the wearer’s unique
style and let the wearer’s
shine instead of the clothing
piece.
Keyword
The campaign will be
named “TRUE COLORS”,
which asks people to reveal
their true colors, reveal their
real selves.
Direction
The campaign will be
motivational. Some phrases
that will be used include:
“BREAK AWAY FROM
THE COCOON”
“THE PURSUIT OF
TRUE SELF”
“I AM WHAT I AM, SO
TAKE IT OR LEAVE IT”
“YOU DON’T NEED TO
CHANGE”
“STYLES THAT
EMBRACE ALL
PERSONALITIES”
“REALIABLE QUALITY
FOR ANY LIFESTYL
MOODBOARD →
Create a moodboard to determine the visual theme.
The keywords are freedom, colorful, blooming, and happy.
CONTENTS →
IMAGE CONTENTS
Source: unplash.com
ARTICLE CONTENTS
https://www.oprah.com/inspiration/deepak-chopra-the-difference-between-the-true-self-and-everyday-self
https://markmanson.net/stop-trying-to-change-yourself
https://www.success.com/6-steps-to-discover-your-true-self/
https://www.oprah.com/inspiration/deepak-chopra-the-difference-between-the-true-self-and-everyday-self
VIDEO CONTENTS
https://mixkit.co/free-stockvideo/friends-running-in-the-countryside-23582/
https://mixkit.co/free-stock-video/monarch-butterfly-takes-flight-4276/
https://mixkit.co/free-stock-video/young-woman-smiling-at-the-fair-3746/
https://mixkit.co/free-stock-video/cherry-blossoms-bloom-17771/
PRODUCT CONTENTS
Source: asos.com/topshop
SKETCHES →
CREATE ROUGH LAYOUT SKETCHES.
SPREADS →
CREATE DIGITAL SPREADS.
PRINTS →
PRINTS THE SPREADS.
SOCIAL MEDIA POSTS →
POST THE CAMPAIGN ON SOCIAL MEDIA THROUGH INSTAGRAM STORY AND FEED.
MAKE SHORT VIDEOS TO BETTER COMMUNICATE THE CAMPAIGN.