“Shopping is often referred to in the media as the national pastime of the UK population and window-shopping plays a key role in this activity.” This essay will look at the key role that window-shopping plays as part of the national pastime of shopping in the UK. This essay will address how window-shopping has changed and developed as a result of the recession as will the importance of online window-shopping, this essay will also consider the effectiveness of the window displays. Window displays at the Centre MK, Milton Keynes branch of Next have been studied over a 7 week period in order to assess the above statement. Shopping is often used as a leisure activity by a large number of people, 39% of people asked admitted to shopping for pleasure at least once a week. Those that participate in shopping as a leisure activity are prone to impulse buying with 51% of them spending more than they intended to do so on a shopping trip (Mintel 2008). These people are the ones that need to be tempted into the store by use of window displays. They are often looking for something new (Mintel 2008) and need to be excited by regularly changing window-displays and offers as they often frequent the same shopping centres. The windows displays need to use new and exciting products and get the target customer into the store; with the economic crisis greatly reducing the amount of money consumers have available to spend on impulse buying the importance of shop window displays is even greater. Due to economic restraints many consumers find it even more important to research, check and compare prices meaning that they window-shop online. Even though people are increasingly browsing online many people just use it to inform themselves 87% of customers abandon their basket before paying (Retail Week 2009a). This suggests that customers browsing online would like to be able select their items and then travel to the store to collect the goods rather than paying delivery charges and having to wait for the items (Retail Week 2009b). This is an area in which Next could excel due to its multi channel approach. Next is the second largest clothing retailer after Marks and Spencer and targets the midmarket 25-44 year olds. Next is one of few specialists catering for the 25+ woman’s work wardrobe (Mintel 2009). Next say that they offer “exciting, beautifully designed, excellent quality clothing and homeware; presented in collections that reflect the aspirations and means of our customers” (http://www.nextplc.co.uk, 2009). When reading about Next it is always apparent that people believe they are a value for money brand providing quality. According to a review in Drapers magazine (2009) “Next has upped its fashion credentials... tapping into key catwalk trends... suggesting they are trying to move away from their workwear reputation”. This is the reputation that Next has obtained and is trying hard to shift, this has promoted the need to update the brand, 66% of Next store space has been refurbished and there is the intention that another 19% will be modernised to the new layout during 2009/10 (Verdict 2009). Next have a stronger focus on fashion with shoes and accessories and the new catwalk range, with this Next aim to target the fashion forward consumer without alienating the existing customer (Mintel 2009). It can therefore be seen that Next’s window displays both online and in-store have great importance in converting footfall into sales. Window displays must appeal to the existing and new target audience showing that Next have the ability to offer workwear and fashion inspired garments whilst maintaining the low price points consumers expect from the brand.
On analysis of the window displays studied over 7 weeks it is clear that Next are trying to promote a fashion front. The windows are very colourful and full of texture. The windows that have been studied are very large so are very light and there is a great opportunity to display multiple trends and also accessories and footwear. The garments shown in the windows are essential to the most recent trends with the use of sequins and shoulder pads there is a good mix of casual, workwear and fashion-lead garments demonstrated that will appeal to existing and new target consumers (see images 1-3). The windows were updated within the 7 week period and it was pleasant to see that they changed the theme of the window completely. The windows took on a more festive approach with the use of baubles and also displaying accessories and gifts to appeal to the festive shoppers (see images 4 & 5).With regards to the online shop windows they were updated regularly and the main focus was on essential fashion trends (see images 6 & 7). The two channels complimented each other very well but the online windows do not seem to portray the existing target customer. The window displays that have been studied were mainly aimed at fashion forward customers to tie in with new catwalk ranges in store, the windows are a large part of the new image Next are trying to portray and are important to the re-branding of the store. There is little doubt that window shopping is a popular leisure activity in the UK but due to the credit crunch and following recession consumers have a changed view. With people having less money available for impulse buying window displays need to be strong and appealing to get the customers in store and browsing, it is also more important for the consumer to “shop around” for the best deal, and the most convenient way to do this is online. Next’s window displays both virtual and physical match very well both promoting the latest trends, this also ties in with Next’s ambition to change its image to a more fashion orientated brand but seems to forget about the existing customer looking for quality staple products.
Appendix 1
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Appendix 2 Image 4
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Appendix 3
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Image 7
References Drapers- Jackson, L. (2009) “Hit or Miss Womenswear” Drapers. 24 October: 35+42 Mintel 2008- Retail Therapy- UK- December 2008. Available at: http://academic.mintel.com Mintel 2009- Clothing Retailing-Europe- October 2009. Available at: http://academic.mintel.com http://www.nextplc.co.uk- Next, The Company (2009). Available at: http://www.nextplc.co.uk (Accessed: 15 November 2009) Retail week 2009a- Lowe, R. (2009) “Preaching to the unconverted”. Retail Week. Available at: http://www.lexisnexis.com (Accessed: 16 November 2009) Retail Week 2009b- Thambiah, I. (2009) “Window shopping has moved online”. Retail Week Available at: http://www.lexisnexis.com (Accessed: 16 November 2009) Verdict 2009- UK Town Centre Retailing 2009. Available at: http://www.bi-interactive.com
Bibliography Stroud, C. (2009) “Just can’t get enough” The Sunday Times Style. 4 October: 19