The brands within the company have engaged wide range age group between 15 to 45, however, there is a gap in Childrenswear market which worth £5.6bn in the UK. (TAMARA SENDER 2013) Mintel (2013) indicated that Childrenswear market were increasingly influenced by supermarket chains due to Morrisons launched the kid’s clothing sector in 2013. (TAMARA SENDER 2013) Meanwhile, clothing brand co-operation with supermarket retailer, Arcadia opened store-in-store outlets in selected Tesco in 2015 (Talya Misiri 2015), the largest retailer in the UK. (Key note 2015) Moreover, Sir Philip Green, the CEO of Arcadia Group, had taken 25% stake in Mysale.com, an Australian flash sales site which operates in Australia, New Zealand and several southeast Asian countries. (Business of …show more content…
Fulfilling the gap of the market and turning result in more sales. (Rupal Karia, managing director of retail and hospitality UK and Ireland at Fujitsu) In this technology-lead generation, Phillip Green has moving into the wearable technology arena, launching a programme known as Top Pitch. The programme develops and supports start-up tech business on fashion-based wearable and accessible tech products to global consumers. (Vivian Hendriksz 2016; Top Pitch 2016) Not only on product innovation, Arcadia Group has been leading digital marketing during London Fashion Week. Topshop created a “front row experience” on social media for online audiences, offered chance to win VIP tickets of Topshop shows and accessed download catwalk music on iTunes. (Digital Training Academy 2016) Moreover, Topshop created “world’s first