Ase study of topshop-finding its success factors Essay

Ase study of topshop-finding its success factors - Essay Example The past decade, however, has witnessed the transformation of `topflop’ into an authentic Top-Shop; a shop which is not only â€Å"one of the world’s hottest retailers† (Esfahani, 2006, para. 1) but one which is popularly and consistently regarded as the â€Å"bastion of cool† (Esfahani, 2006, para. 8) by teens and adults. Indeed, in a market where success is an ephemeral goal, Topshop is the epitome of success and, through its electronic storefront, seems posed for greater success. With the aforementioned in mind, the identification of Topshop’s success factors, alongside a determination of whether or not these CSFs have been carried over to its online storefront, will prove integral to the better understanding of the determinants of e-retail success. Over the past decade, Topshop’s success has been predicated on supplier quality, flexible responsiveness to market trends and consumer demands/tastes, employee satisfaction and, ultimately, consumer satisfaction. Analysis of Topshop’s success and, more importantly, its maintenance of that success, indicates that one of the leading CSFs is supplier quality. As Esfahani (2006) maintains, Topshop is extremely selective as regards the clothing lines it will carry in its store, especially its flagship one, and insists that all goods adhere to quality standards while, at the same time, remain affordable. A second, probably as important CSF, is the evident satisfaction displayed by its employees. As both Burney (2004) and Wilson (2005) notes, in immediate comparison to other fashion retailers and High Street shops where attendees and assistance are quite evidently performing a chore when assisting customers and, while unfailingly polite are quite obviously acting and behaving in accordance with management’s instructions, Topshop employees are genuinely interested, helpful and friendly to customers. They appear committed to their