Why H&M, Topshop & Primark?

These three retailers were chosen specifically because of the many differences they hold in how they market and advertise their brand. All these retailers aim to target fashionable customers from the ages of 16-25. 


However I've decided to focus on how their online performance, how they're growing as three separate retails and whether or not online is a benefit to their company or a struggle that’s a work in process.


I’ve chosen Topshop as my main focus area as it is one of the biggest retailers that is doing well online and on the high street. Topshop is part of the Arcadia business group that consists of different brands such as, BHS, Miss Selfridge, Topman, Burton, Dorothy Perkins, Evans, Outfit and Wallis.  Topshop claims it has the fastest growing social media page compared to most brands worldwide and the biggest high street retailer following online. Following its successful social media pages, Twitter, Instagram, Facebook and their blog Inside-Out. All these pages are viewed and followed each day by millions of fans that are interested in the latest Topshop trends and fashion. 


H&M is my second interest purely because it's just as successful as Topshop, however online is still a work in progress. With their website that launched only four years ago, H&M's focus is more on the high street than their social media content and their online website. Through my recent research I discovered that H&M customers are more likely to shop in-store rather than online because of various reasons such as, poor delivery service, poor customer care service and false advertisement. It is seen to be a lot more difficult to shop online for H&M than Topshop.


Primark is my other interest as one of Topshop and H&M's rivals or competitors. Primark appeals to the same audience but lacks the same online profile, as it's two competitors. They have an online website, that showcases products more efficiently making it more interactive but they can’t be bought. Their online presence seems to be the weakest out of the two, which is why I’ve decided to research into why Primark hasn't expanded their online presence and what is stopping them from creating a shopping website.


I will research on each of the retailer’s different social media pages:


-What makes them successful online

-Why do people prefer shopping online and what draws their attention

-How many people shop online

-Each of the retailer’s online presence 

-How each of them try to create the perfect shopping experience 

-Online sales v high street sales

-Role of the social media - Who controls their online presence.