Leading The Industry Topshop Marketing Essay

Leading The Industry Topshop Marketing Essay Topshop was the most influential brand in the British Fashion community, edging out HM for number one position and dominating all other competitors. They distinguished themselves through their immensely popular range of clothing, accessories and makeup and a portfolio of successful product-led marketing initiatives such as Topshop Unique and Kate Moss Design Collaboration. Topshop integrated multiple marketing initiatives into one connected program creating a network effect which resulted in increased traffic through their sales channels. Our methods We use patented technology and methods from our research partner Linkfluence the world leader in social media analysis. Â  To gauge who is the most influential womans High Street fashion brand in the UK, JOYN analysed all social media activity from the 1000 most influential social websites in the UK Fashion Community published from July to December in 2010. Â  The most relevant opinions were selected, coded and analysed by our team of fashion experts. Unpick the Market Leader The most signficant finding of our research was high quality products and range are the foundation of a successful digital strategy. Almost 70% of all conversations about Topshop directly related to their products, their conventional marketing activities were a fraction of that figure. Top Shops products enjoyed a cult following in the British Fashion Community. Popular lines such as Mainline, Premium, Boutique and Unique position their brand as an astute follower and creator of trends. This resulted in over 115 mentions every month amongst the most influential blogs, online magazines and traditional media, none of which they paid for. Topshops ability to earn enormous media coverage from fans, influential bloggers and online magazines is proof of their position as most influential brand. Topshop Success Stories in 2H 2010: Alluring products London Fashion Week Engage emerging designers Spread marketing investments Author influential blog A Clear Brand Position A key ingredient in any successful brand is a clear and identifiable brand position that people trust and believe. Topshop set out to copy the catwalk, but what they have ended up doing is to develop something that has much more personality and character of its own. With many competing brands all offering fashion and quality at the best price, Topshop differentiate themselves as a fashion-led trendsetter inspired by London youth culture and fashion. An example of the value of taking a stand was Topshop being the only High Street brand showing at London Fashion Week. There commitment to this initiative extends to financially supporting and stocking emerging designers. The support and enthusiasm from the UK Fashion community was huge, Topshop Unique earned over 200 articles within the British Fashion Community reaching a potential audience of millions. Earned media coverage is a proven sales driver and created a halo effect of good-will and credibility to Topshops other ranges. This kind of media is fueled by consumer satisfaction and advocacy, its proof that Topshop have earned their space in their customers hearts. Winning Design Collaboration The Design Collaboration strategy outperformed celebrity endorsement. Topshops long-standing design collaboration with an outspoken and controversial fashion icon successfully drove word of mouth. The Fashion Community wrote 1069 online articles about Topshop between June and December 2010, 217 were in relation to Kate Moss. HM attained similar levels of success. Their designer collaboration with Lanvin attracted 223 articles during this period a fantastic result. However the pressure to go bigger and better requires significant financial investment and carries increased risk. Mango and Uniqlo both pursued a celebrity endorsement strategy which barely registered amoungst key influencers. Their high-profile endorsements from Terry Richardson, Orlando Bloom, Charlize Theron, Scarlett Johansson and Olivia Palermo were largely ignored. The Kate Moss Collection set the benchmark for success demonstrating the value of authentic design collaborations. What this means for your brand 1. Commit to social media The leading brands are investing in social media because they realise their customers have stopped trusting advertising and are increasingly influenced by online word-of-mouth and customer recommendation. Thanks to the growth of social media, traditional advertising and celebrity endorsement is no longer leading consumers to your door, now, a multitude of bloggers, online magazines and social networks drive sales. This means traditional advertising strategies must be reconsidered, or scrapped to make way for a new understanding of when at what touch points people are most open to influence and how best to talk to them at those points. 2. Use social media research to learn about your customers Evaluating perceptions of your brand in social media will reveal what people are really think about you- good, bad or indifferent. Â  When we looked at Mango we saw their products and marketing failing to capture the imagination of the fashion community a social media listening strategy would have alerted Mango to this problem. Most people assume Google Analytics does this job, but this simple tool only allows you to analyse visitors to your website. The real insights come from listening to the spontaneous conversations happening throughout social media that impact your brand. This can reveal current and potential groups of customers, popular online retailers, product preferences, online influencers and lead users.

The Impact of Technology on Education Essay -- Teaching Education Essa

The Impact of Technology on Education Technology affects every aspect of our lives. From romance to business, it has shown its presence everywhere. But technology has had a huge impact on education that cannot be denied, and has done nothing but improve the quality and quantity of education. Today, schools are being pressured more and more to improve the technology they use and teach in the classrooms. Parents are placing this pressure on schools so that their students have the skills needed to compete in the real world job market. Students are placing pressure on the schools to improve technology by having more knowledge of current technology than the school’s staff. Teachers in turn are placing emphasis on the schools to improve technology they want to increase efficiency of information sharing, grading, and communication in the classroom. Businesses place an emphasis on technology in schools so that the schools adequately prepare their future employees, the students. The government is also placing pressure on schools to improve technology in the classrooms so that Americans can compete, along with helping prepare successful employees to help improve the economy in the future. These pressures are welcomed however, as schools are eager to improve their current use of technology in the classroom. But why are schools so eager to improve their use technology? And why is there so much importance placed on educating today's students with modern technology? The answer is simple: because technology has such a positive impact on education, and in so many ways. In regards to Language Arts education, the prominence of word processors has helped to ease the work of editing and rewriting. Built in spelling ... ...mpus isthe use of WebCT. This web site allows professors to create a source for the course syllabus, lecture notes and course calendar’s to be posted, along with public forums and public chat rooms. WebCT keeps track of what students are enrolled in what courses and when the student logs in, it brings up the information available for that student’s courses, along with notes if anything has been updated since the student’s last visit. All of this is available forLSSU students at their web page. These are examples of how exactly technology has affected education at Lake Superior State University. Technology has had a huge impact on education. It continues to shape the way we learn and what we learn today and in the future. As technology advances, so does the quality of education and that is nothing but good news for the students of today and of the future.

Distance Education Versus Face-to-Face Learning Essay

December 1 , 2009 Persuasive Essay – Game Theories Has Virtual Reality Taken Things Too Far? Distance Education versus Face-to-Face Learning In Clive Thompson’s â€Å"Game Theories†, the author illustrates how virtual worlds, such as Everquest and Second Life, have surprisingly become much like the real world. Everquest is an online virtual reality video game that allows individuals to create fictional characters to â€Å"generate goods as they play, often by killing creatures for their treasure and trading it† (Thompson 332). This has created an economy-like setting in he game but has eventually evolved to leak into the real world economy by exchanging real money for the purchase of virtual characters and their winnings. Thompson’s article shows how the line between virtual reality and real world reality often becomes blurry, encouraging people to consider ways where virtual technology can enhance and possibly replace the current systems already in place. However, not everything done through computers and virtual technology are as effective as one thinks. Sometimes, the traditional way of doing things are perfectly fine and more effective Just the way they are. Distance education, in particular, is a phenomenon that has been a growing popular alternative to traditional face-to-face education. I am here to argue that learning behind a computer at home cannot effectively replace the traditional face- to-face education offered at colleges and universities. Difficulty in self-directed learning and instructional misunderstandings can occur in any online course, a lack of a set schedule allows for distractions and procrastination, non-existent interaction inhibits growth and learning, and the probability of cheating is greater among online tudents versus campus students. Although there are many people who favor the online-learning alternative, this paper will challenge their confidence and counter- arguments on the issue. Distance education can be quite difficult. There are several courses that have concepts that can be quite tricky and complicated to understand, especially if one is learning on their own using a textbook. Shelia Tucker, an assistant professor at East Carolina University, stated that â€Å"students learn far too little when the teacher’s personal presence is not available because the student has far more to learn from he teacher than texts† (par. 2). For example, an accounting teacher can easily explain the advanced calculation of earnings per share and diluted earnings per share through the use of their own methods and organizational charts. Learning the same topic but reading texts from a course book can be quite challenging without a teacher to provide tips and tricks for remembering the formulas. As I am an accounting student aspiring to be a CGA, I am tremendously afraid of entering their factors influencing completion and non-completion of community college online ourses, â€Å"students indicated that online learning did not fit their learning style preference. Comments were received from students that they could not get a response from their instructor, the materials were not available, and the course was confusing† (Aragon & Johnson 155). Because of the difficulty experienced in online courses, â€Å"some community colleges are reporting drop-out rates 20% higher than in face-to- face classrooms† (Aragon & Johnson 146). Another drawback of online learning is the lack of a set schedule. Without a fixed timetable, the opportunity for distractions and procrastination often presents itself. These online courses require motivation and self-discipline to complete the courses and programs in a timely manner. This will be especially hard for those who tend to procrastinate and need the extra push from teachers to complete the work or require constant reminders of assignment due dates and examination dates. Because the online courses are quite flexible, these courses can often be put on the â€Å"backburner†, because the students are aware that some of these courses are self-paced. One major downfall of distance education is non-existent interaction that results from learning and working behind a computer. Communication with the teacher is limited to text correspondences and even replies to the emails may be delayed. Comparing this scenario to a classroom course, questions are answered and uncertainties are clarified immediately after the teacher is asked. There is no personal attention given to students and these learners are expected to find their own resources for completing assignments. Not only is interaction limited with teachers, but interaction with other students is limited as well. Randy S. Hanson, Ph. D. , made a point that the only interaction with classmates are through email, chat ooms and discussion boards. Parties and offline get-togethers [were] rarely experienced among online students (par. 17). In her article about the controversy of distance education, Roda Joanna Abaya asserts that â€Å"students do not learn only on formal and educational conversations. As social beings, it is important that they too interact with others and have informal talks or converse with lighter topics† (par. 8). Another concern that Abaya has about distance education is the lack of hands-on training in online courses (par. 7). Interaction with people and objects are vital in the earning process and because of these missing components in online courses, the effectiveness of education falls short when compared to the traditional face-to-face classes. According to an article about academic honesty in online courses, â€Å"some claim that because students and faculty do not interact directly in such classes, online classes will invite more cheating than traditional classes† (GriJalva, Therese C. et al. par. 2). This is certainly true in that distance education is being carried out at home, away from teacher supervision. Anne Mullens exclaims that â€Å"cheating appears to be ncreasing at universities, especially at the larger campuses and impersonal classes†¦ † (23). In an examination of cheating in both traditional and online criminal justice and legal studies courses, Lanier (2006) found the behavior to be more common in online courses† (Dobbs, Rhonda R. et al 13). Who knows how many students cheat during an online exam, having their books open in front of them while actual student writing the exam? Cheating is unethical and universally wrong but there are many students who cannot help themselves from get ting all the help they can get to score the good grades. There are several counter arguments that can be raised against the thesis of this paper. After â€Å"googling† and researching the pros of distance education, the recurring and most significant point was the flexibility of online courses. There are no set class times and it is the student’s discretion when to complete the assignments and readings so those with busy schedules are able to accommodate education. Stephen Downes states that there is â€Å"more work in the distance ed version†¦ simply because it tries to make up for the lack of any class contact† (par. 1). I have heard students and riends complain about the amount of work required for the online LIBS 7001 course at BCIT, where as the in-class version compares much favorably. With the course load being heavy for online courses, the flexibility to dedicate time to other priorities is hindered with the stress of work to be done for distance education. Some argue that online learning benefits those who requires more time, are language challenged, or are introverted. But on the contrary, it hinders rather than allows growth and learning. Those who require more time will always have that excuse to fall back on. Next thing they know, a year has passed since having started the course. The things learned at the beginning of the on-line class will have been forgotten and time would have been wasted. Those who are foreign students that struggle with the language barrier would benefit much more with an available teacher who is able to give them personal attention and needed help. To leave them on their own, trying to understand the course concepts from a textbook or a set of written notes can leave them overwhelmed and confused. Even those who are shy do not gain any benefit for enrolling in online courses. In fact, it is more of a detriment to their development and knowledge. Attending campuses and universities allows students to interact with classmates, and even encourages group projects to develop team buildings skills for individuals. At BCIT, students are often required to do presentations in front of the class and even in lecture halls. This is because the real world will often put people in similar situations and the training for that is attained easily when attending school on campus. This will also develop individuals’ interpersonal skills, and will help them overcome any shyness they may have. Another counter argument that can be raised is that costs are reduced when taking distance education. Not only are travel costs and commuting time decreased, but the necessary housing costs and meal plans are also saved if one is required to move to campus for attending university. However, the â€Å"cost of training teachers, the cost of hardware and software, human resources such as technicians and other people involved are to be considered, we can say that establishing online education is not as cheap as it may seem for others† (Abaya par. 6). These costs will certainly rickle down to the students, eventually having them pay through the increasing course fees.

Misplaced Modifier - Definitions and Examples

A misplaced modifier is a word, phrase, or clause that doesnt clearly relate to the word or phrase it is intended to modify. In prescriptive grammar, misplaced modifiers are usually regarded as errors. Mark Lester and Larry Beason point out that misplaced modifiers do not make sentences ungrammatical. Misplaced modifiers are wrong because they say something the writer did not intend to say (McGraw-Hill Handbook, 2012). A misplaced modifier can usually be corrected by moving it closer to the word or phrase it should be describing. See Examples and Observations below. Also see: Practice in Avoiding Misplaced Modifiers Examples and Observations Plastic bags are a favorite of grocers because of their price, about 2 cents per bag compared to 5 cents for paper. Used widely since the 1970s, environmentalists now estimate between 500 billion to a trillion bags are produced annually worldwide.(Savannah Morning News, January 30, 2008)â€Å"An hour later a chubby man in a wrinkled suit with pasty skin walked in.†(David Baldacci, The Innocent. Grand Central Publishing, 2012)A Swiss farmer has discovered a huge trove of ancient Roman coins in his cherry orchard. . . .  Weighing around 15kg (33lb), he discovered the coins after spotting something shimmering in a molehill.(BBC News, November 19, 2015)Bank worker tried to film naked women as they lay in tanning booths on his mobile phone.(Headline in the Daily Mail [UK], September 6, 2012)For many people eating spoonfuls of Marmite every day would be their worst nightmare, but for St John Skelton it’s his dream job. . . . Despite being loathed by millions across the worl d, St John can’t get enough of the stuff and eats it almost every day.(Meet the Man Who Earns a Living Eating Marmite. The Sun [UK], April 14, 2012)Princess Beatrice, who is starting a history degree at Goldsmiths College, London, later this year, was photographed running in the surf on the island of St Barts with her American boyfriend Dave Clark dressed in a blue bikini last month.(Sarah, Duchess of York Defends Princess Beatrices Weight Against Rude Critics. The Daily Telegraph [UK], May 13, 2008)April Dawn Peters, 31, of 2194 Grandview Way, in Cosby, [was] arrested Sept. 19, at 10:30 p.m., and charged with aggravated assault after she allegedly hit a man on his head at least five times with a hammer that she was having sex with.(Newport [Tenn.] Plain Talk, September 22, 2012)And when upon your dainty breast I layMy wearied head, more soft than eiderdown.(William Nathan Stedman)They just said its going to rain on the radio.(Tiger comic strip)You are welcome to visit the ce metery where famous Russian composers, artists, and writers are buried daily, except on Thursdays.(in a guide to a Russian Orthodox monastery)Historians have been kept guessing over claims [that] Dr James Barry, Inspector General of Military Hospitals, was in fact a woman for more than 140 years.(The Daily Telegraph [UK], March 5, 2008)One of three sisters, Hilda’s father was a butcher who ran four shops in Oldham.(Tot of Sherry Keeps Hilda Going! Oldham Evening Chronicle [UK], August 20, 2010)Her only full-time paid employee is a pleasant young woman with a nose ring named Rebecca, who sits at the front desk.(reprinted in The New Yorker)She handed out brownies to children wrapped in Tupperware.(reprinted in The Revenge of Anguished English, by Richard Lederer)After being busted on drug charges in Los Angeles last month, a federal judge will decide on Friday whether to rescind his probation and send the rapper back to prison.(Rapper T.I. Talks Man off Ledge. Slate, October 14 , 2010)Comedian Russell Brand revealed he did have sex with model Sophie Coady during a High Court hearing on Monday.(Russell Brand Confesses in Court . . .. The Daily Mail [UK], December 24, 2013) Safires Bloopie Awards Never has the competition for the Most Egregiously Misplaced Modifier Bloopie been hotter. Among the candidates:Lands End, the Direct Merchants, on their bathing attire: We can fit you in a swimsuit that fits and flatters--right over the phone! The swimsuit flatters over the phone? . . . Better to swing the end of the sentence to the front, where the pronoun to be modified can be found: Right over the phone, we can fit you etc.And heres a juicy one from Minute Maid: Help todays U.S. Olympic Hopefuls become tomorrows Olympic Champions by purchasing Minute Maid Quality Products. Athletes do not become tomorrows champs by purchasing anything; swing the end around to the beginning and attach it to a you: By purchasing . . . you can help etc.The winner in this category? The envelope, please: Its Honda Motor Cars, with its wildly swerving claim, While pleasing to your eye, the air passing over and around the body hardly notices it. Air is not pleasing to your eye; the cars body should come immediately after the modifying phrase. Thus: While pleasing to your eye, the body is hardly noticed by the air passing over and around it. That formulation would not make a whole lot of sense, either, but at least the modifier would be attached to the right noun.(William Safire, On Language: The Bloopie Awards. The New York Times, May 17, 1992) Slippery Modifiers Certain modifiers are slippery; they slide into the wrong position in the sentence. The most dangerous are only, almost, already, even, just, nearly, merely, and always. No: They almost worked five years on that system. Yes: They worked almost five years on that system. In general, these slippery descriptors should appear just before the terms they modify. (E. H. Weiss, 100 Writing Remedies. Greenwood, 1990) James Thurber on the Placement ofOnly Where to use only in a sentence is a moot question, one of the mootest questions in all rhetoric. The purist will say that the expression: He only died last week is incorrect, and that it should be: He died only last week. The purists contention is that the first sentence, if carried out to a natural conclusion, would give us something like this: He only died last week, he didnt do anything else, thats all he did. It isnt a natural conclusion, however, because nobody would say that and if anybody did it would be likely to lead to stomping of feet and clapping of hands, because it is one of those singy-songy expressions which set a certain type of person to acting rowdy and becoming unmanageable. It is better just to let the expression go, either one way or the other, because, after all, this particular sentence is of no importance except in cases where one is breaking the news to a mother. In such cases one should begin with: Mrs. Gormley, your son has had an accident, or: Mrs. Gorml ey, your son is not so good, and then lead up gently to: He died only last week.The best way is often to omit only and use some other expression. Thus, instead of saying: He only died last week, one could say: It was no longer ago than last Thursday that George L. Wodolgoffing became an angel. Moreover, this is more explicit and eliminates the possibility of a misunderstanding as to who died.(James Thurber, Our Own Modern English Usage: Only and One. The New Yorker, February 23, 1929. Reprinted in The Owl in the Attic and Other Perplexities. Harper Brothers, 1931) Pronunciation: MIS-plast MOD-i-FI-er