Anderson (2007) describes Web 2.0 technology as ‘a new more social and participatory phase of the internet’. This captures the essence of fashion retailers’ activities on social networking sites; a modern and popular way to understand the consumer and listen to their demands and feedback, as well as to promote their brand. ‘Virtual communities are increasing in popularity and changing the way apparel fashion information is learned and shared by consumers’ (Boyd Thomas, Okleshen Peters & Tolson, 2007). Indeed, the popularity of social media has grown enormously, maybe because it enables people to interact with others that have similar interests. Supporting this are the many posts on Topshop’s Facebook page asking fellow members to add them as a friend.
Web 2.0 technologies also benefit retailers; through the Internet, consumers have become powerful promoters of the brand (Bickart and Schindler, 2001; Gruen et al., 2006). Virtual communities have had an impact on the new product development (Pitta and Fowler, 2005) of companies. This is shown by consumers’ Facebook posts enquiring about stock and items they wish to be (re)introduced into the store/website.
Topshop’s Web 2.0 technology is a good example to research and analyse as the retailer is in the top three companies having the largest social media following in the UK (Mintel, 2010). The site has 936,038 followers- and is increasing rapidly (October 2010) http://www.facebook.com/#!/Topshop
Here is a selection of posts on Topshop’s Facebook Page:
Consumer “
Topshop “Today's Daily Fix - Knitted Duck Cardigan
This makes us think of long autumn walks! Throw it on with jeans and flat boots for days in the country.”
This makes us think of long autumn walks! Throw it on with jeans and flat boots for days in the country.”
àFashion tips. Direct marketing of products that they have selected from their collection. By picking out a particular item this makes it seem special and advice is given on how to wear it.
Consumer “I Love Love Love topshop.com, I haven’t been to an actual shop yet....”
àThis clearly states the importance of Topshop’s online presence as she has only been on the website and not in-store
Topshop “Check out our street style images from Topshop Student Shop! Did our style snapper catch you? Make sure to tag it!”
àInteracting with the consumers. Multi-channel management with a personal touch as customers can see themselves representing the brand.
Consumer “I NEED HELP - TOPSHOP ORDER”
“I just brought something from the topshop website and it’s taken half an hour to go through it says ”For your protection we are verifying your payment card with your bank. Please do not click on your browser Backbutton or any other button.” Many people have the same problem. Why can't I order?”
“I just brought something from the topshop website and it’s taken half an hour to go through it says ”For your protection we are verifying your payment card with your bank. Please do not click on your browser Backbutton or any other button.” Many people have the same problem. Why can't I order?”
àDirect enquiry. She needs help with a transaction and has chosen to ask on Facebook- maybe because it is more personal?
Topshop’s Facebook has posts from all over the world, mainly discussing current clothing, with the Topshop site administrator fuelling these discussions by adding photos and mentioning new ranges. This regularly updated information also appears on their Youtube page. For example:
This video is from London Fashion Week. It is fun, with an upbeat backing track. It shows many different outfits from celebrities, saying where their items are from, which is often Topshop. This is a clear marketing tool, but overall it is successful as it makes the store seem very stylish, worn by the Queens of the fashion world and affordable on the high street.
However, when considering Web 2.0 as a driving factor for consumers to go online, we must differentiate the targeted consumers. For example, Topshop and Topman’s Facebook pages are both very different. http://www.facebook.com/#!/topman
Topman barely mentions fashion. The focus is on music and advertising, containing only occasional posts about clothing and whether they will be restocked etc (i.e. more practical comments). Furthermore, Topman’s Facebook is dominated by the Topman administrator, and lacks the consumer discussions and interactions of the Topshop page. This suggests that Topman’s Facebook is visited when already browsing, and therefore Topshop’s page is more religiously followed. This is supported by the mere 67,361 people following Topman’s Facebook - a far cry from Topshop’s 936,038. Nick Robertson said Web 2.0 was the “future, entertainment, experience and interaction”- Topshop’s social media activities epitomise this.
This is a really innovative piece, I really like this idea of analysing the disussion on the wall. Another really interesting point that you have discussed is the differences between Topshop and Topman and the different reasoning behind the adoption of the facebook site, this is something I may now discuss in class. thank you it is very good. In your exam and coursework, if you are referencing multiple authors such as Boyd Thomas, Okleshen Peters & Tolson, 2007 you just put (Thomas et al., 2007). This is another great piece, I am really pleased with your work, keep up the good work. Helen
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