Topshop Generation Z

Since Topshop opened in 1964, we identified our brand as the “young and different” generation so Topshop’s target market as always been consumers around the ages of 18-35. In five years, the millennials will start to reach their 40’s and we have a decision to make whether we stick grow with the millennials, the customers we started the line with, or do we move onto generation Z. The is a decision that will affect the whole company, not just the Green line. You can’t have the Green line grown with the millennials while the rest of the store is catering to generation Z. In year 5, we will start the process of bringing generation Z consumers. This generation is completely deferent from the Millennials so it will be a challenge to cater both

You have to figure out what their needs are right now so you can prepare for the stores future. This generation was born into technology and it is very important to them. In order to draw them into the store, you have to figure out how to make their instore experience interactive and technologically advanced or else we’ll miss the market. Based off numerous studies, Gen Z cares about participation and engagement when it comes to building relationships with brands and followed by that, they value quality over quantity.
Buyer Power: Moderate
• Generation Z is even larger than Millennials. Topshop and Topshop Green will have to come up with new and interactive ways to get Gen Z to come into the store but, fortunately, 67% of Gen Z would rather shop in stores. Millennials are very much into the shopping experience so making the store more interactive and technology advanced will be a good way to keep the Millennials but also bringing in Gen Z.
Supplier Power: Low/Moderate
• When shopping 47% of Gen Z said that the most important thing is to be able to find the products that they are looking for quickly. This is where the store layout will have to change, the store will have to have products clearly marked and sectioned off into very specific