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Case study - the following will explore the possible causes of why overseas Chinese young female students like Topshop so much.

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Introduction

University of Portsmouth GL5 Group 5 Research Question: To what factors make Topshop so popular among the Chinese female students in the UK. Student number: 468470 Tutor: Grahame.Luff To what factors can Topshop become more popular among Chinese female students. * Introduction Topshop is a fast fashion brand which likes a fashion miracle and it is a successful story of fashion industry gradually. Lots of overseas Chinese young female students choose Topshop to be their favorite fashion brand among large number of high street brands. A number of studies have focused on why Topshop get succeed and become a fashion miracle. However, it seems that insufficient investigations have been took on the issue about why Topshop is so famous among Chinese young female students. Therefore, the following will explore the possible causes of why overseas Chinese young female students like Topshop so much. * Background Topshop was founded in London in 1964 and it is owned by the Arcadia Group. At that time it only has a Shoppe in Sheffield. From 1974 Topshop become an independent retailer. Jane Shepherdson is a woman who wants to make Topshop become an authority fashion brand and when she became the majordomo of Topshop, Topshop started to develop to be a successful story of fashion industry. ...read more.

Middle

As a result of the lifestyle become different, the concept of conspicuous consumption has been discussed as the desire for immediate satisfaction in the context of addictive or narcissistic behaviors induced by consumerism (Wikipedia, 2009). In the section above of Topshop in China, it has mentioned that there are only two Topshop retails in China and the clothes there are describe as ancient patterns, Chinese young female can not derive satisfaction from purchasing these Topshop products in China. However, it is difficult for them to buy the latest Topshop products oversea. Thus, this situation would lead to two possible results. The first one is the students who have the opportunity to study aboard might buy lots of Topshop products and cause of their conspicuous consumption mind which they can show off to their friends in their motherland, they will love Topshop more and more. The second result is that the overseas students will open an e-shop to sell Topshop products through the Internet to satisfy the young female in China which is unable to purchasing Topshop products aboard. Because of the pecuniary benefit, they might love Topshop more and more. ...read more.

Conclusion

Fast fashion is a vocabulary used to describe clothing collections which are based on the latest fashion trends presented at Fashion Week in both the spring and the fall of every year. These trends are designed and manufactured quickly and cheaply to allow the mainstream consumer to take advantage of latest clothing styles at a lower price (Wikipedia, 2009). An efficient supply chain plays an important role in fast fashion. Because of this efficient supply Topshop always can catch the latest fashion of every season. When overseas Chinese young female students pass the window of Topshop, most of them can not stop themselves to walk into the shop to find out the latest suitable clothes for themselves. * Conclutsion: This literature review has discussed both why overseas Chinese young female students love Topshop so much and how Topshop attract Chinese young females. Whilst it seems that Topshop really is a famous high street brand in overseas Chinese young female students' mind. Good management of Topshop in marketing strategy and supply chain help Topshop become more and more popular among overseas Chinese students. However, further research is clearly needed. To research how long can Topshop keep this amazing popular trend in the future and find out will Topshop can still be the famous high street brand anymore. ...read more.

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