Nature of the Topshop and Their Target Customers - Case Study Example

The targeted customers of the Topshop retailer store are young women, according to the store has to maintain its relevance of the store by always providing quality clothes, shoes, and makeup.

Intended brand experience (retailers view) - retailer's brand, vision, mission, and values

Topshop's mission is to design unique outfits which will suit its customers who are located throughout the world. The value that the retail store is the virtue of equality. The store treats every buyer as an individual. This is one of the major reasons why that outlet is expanding to have many outlets in the world. The vision of the store is to have stores in all the countries in the world (Goodman and Remaud, 2015).

Intended brand experience and how the company intends to deliver it

The retail store strives to create unique designs which will make the customers drawn to their stores. The company delivers the brand experience to its customers by selling products to its consumers after analyzing the current trends at the time and the economic status of its buyers. The company delivers the brand experience by creating products that create a sense of belonging since the target group is young women who are a high sense of fashion. The quality and the prices at Topshop retail shop have been always fair.

The type of clothes that the retail store is selling is real of high quality and meets its customers' expectations since the category of the targeted group which is the young women is satisfied by their different brands that are always trending each and every time they release a new brand.

For online buyers, the customer's experience is enhanced by improving the online portal and also giving discounts for online buyers, and enhancing customer relations such as offering cash rewards to the buyers. An online survey was conducted by different agencies concerning Topshop's various products that it provides to its clients. The majority of the people have expressed their gratitude to the company for providing quality products.

Mystery shopping evidence

After one entrance to the shop, the evidence of the quality of the products is evident. The stores have beautiful features when it comes to the displaying of the products. This is one of the major reasons why people like visiting those stores and experiencing shopping.

One of the major competitors of Topshop retailers is the Next PLC store and Industria Diseno Textil Sa (Glock and Kim, 2015). These are the major competitors of the retail store. The sales staff are highly competitive with a wide knowledge of the variety of products which are in the store. The sales staff are also experienced with the techniques of handling customers well. The customer service in the store is of high quality and the services offered there help the customers locate anything they want in the store.

The performance of the store is highly effective. All the stores are operational and always produce quality products and the customer service is very efficient. This is one of the reasons why the retail store is thriving in that competitive business.

Matches/mismatches between the intended and the actual experience

 One of the mismatches that the retailer experiences to meet the actual customer experience is that at times include the different shoe sizes and the shoes do not have their original box. One of the shoes can be size 38 while the other is 37. That is the mismatch that the retail store is trying to avoid. The other mismatch is the shoe thickness. A success in shopping in Topshop is seen when the profit margins are published.

The majority of the shoes and dresses have been sold both online and in physical stores. The brands have been a success in the market since they have fulfilled the desires of their customers who are young women aged 20-30 years.