Along side our fashion comerce tshirt porject we are looking into merchandising, branding and marketing! After doing business studies A level i have a little knowledge about the business side of things but its good to refresh and think about it specifically with the fashion industry!
We went to Castlepoint to do some shop reporting, looking at things like window displays, shop and clothes layout, colour schemes, seperated collections, photography used correctly, clean and tidy spaces etc..
Firstly we looked at TKMAXX, this isn’t one of my favourite shops its too much of a jumble sale style for me, with mix matched clothing lines and nothing in a particular order! It was quite messy inside, with garments hung everywhere and items on the floor! The actual shop window was nothing exciting at all, there wasn’t even a window display to draw your attention i. It was very overly advertised at the front with over the top huge red labels stating the ‘sale’. Personally i would walk past this window and not feel invited in!
H&M have thought about this particular window in detail due to its simplicity and well thought out alignment. I like the way they have used both mannequins and the aid of photography to promote their store out there to the customers. Its not too over the top all too much going on. Just the right amount of garments and shoe accessories are being displayed making it catch your eye. They have also cleverly advertised the fact they have a sale on as well ‘under £10’ but without placing it across the whole window. Its still bold and bright red but without taking over the display. Also inside the store, its well laid out with garments on mannequins being advertised with the actual garment near by and on hand for you to pick up and try on rather than on the other side of the store! H&M wasn’t the tidiest store today but was better than TKMAXX.
Gap’s ‘sale’ advertising is very distracting and far too much to take in. It does not make you attracted to the store at all, and doesn’t even give you a glimpse of what the store has to offer – no window displays. The bold bright red just stands out too much and hides the shop i think, if they had much smaller signs then i’d actually want to stop and shop!! On the other hand the other window actually has a display and is serperated into two different collections – sportswear and baby gap. I’m not entirely sure if i like the seperate sections because they are competely different yet this is a good way to advertise what the store has to offer if you enter! I really like the ‘baby gap’ side, as it tells the story and journey behid the particular designs (inspired by Peter Rabbit). The added illustrations could also draw childrens attention to the window allowing their target market to connect to the designs – good promotion!
Topshop is one of my favourite shops (spend way too much money). I always find it a good shopping experience in Topshop as they fit in well with whats on trend and group items of clothing together than go well together and could become a possible outfit rather than seperate items making you spend more! In this image you can see how the clothes are together with a colour scheme apparent, i like the way they have mannequins with the new collections right at the front of the store straight away as you walk in capturing your eye. The clothes are there available for you to try on right next to the models. They have also cleverly decided to put the sale rail pretty close to the entrance drawing people in – alot of black leather studed jackets on sale – everyone must of prefered the fur collar alternative! the sale rails are always good to see what went well and what didnt.
I think of Next being more of an older target market compared to the other stores above but still on trend. Their window here is very simple and effective. It works well because it still shows a range of outfits as well as homewear items that are also on sale! I reall like the added flower tree decoration which also matches the decor inside the store. Having a theme works well as it brings the window and the store together connecting almost like a story. Even though i like the simplicity i think that the plain background could have something on it perhaps a light pattern, light hanging or even a mirror from inside the store – it just has an unfinished feel to it. Maybe its because all the others seem alot busier?
Wallis is another store aimed at the older market. I never really go in here unless for a gift for someone so it was new to me. Inside was a very well laid out store, clean and no clothes on the floor. Staff were continuously checking rails and size orders. The only negative thing i noticed was that the use of fashion photography advertising different looks were’t being matched with the actual items near by on hand for you to pick up. So if you liked the image on show the clothes may not even be in the shop!? If they had them on hand it would a much easier experiece for the consumer.
River Island always have sophisticated window displays matching their brand and clothes well. This window is well thought out with a unusal background and mannequins displaying new collections. They also have a small sale label but not taking away the window display like GAPS does. They have even got shoes and accessories on display but without being too over the top.
I quite enjoyed looking at the shops in a different way, and not just being the customer! It was good to anaylse the stores and think about it in a merchandising way, and shop a litte bit!