Unit 11
Independent Retailer Report An independent retailer is one which specialises in a particular product type and is built up by the owner who is responsible for everything regarding the business. The key to running a successful independent store is finding a niche in the market that their competitors have not yet utilised. Staff may be employed to help run the business and in the one or multiple stores that the business owner may have. (About.com Money, 2016) Unlike a Limited Company, there are no shareholders related to an independent retailer meaning that all profits go to the owner. However, what they must take into consideration is outgoings such as over-head costs, employee wages, buying in merchandise, marketing, etc.
Cricket Mood Board
Location of store: 9 Cavern Walks, Mathew St, Liverpool, Merseyside L2 6RE Celebrities: Coleen Rooney, Alex Gerrard, cast of Hollyoaks History of Store: The store was opened in 1991 by founders forward fashion-thinking Justine Mills and business-focused Gerry Mannix. It originally began as a menswear store stocking international designer-wear but it soon began to stock womenswear which has been a huge hit with the women of Liverpool, especially the WAGs who see Cricket as a hot-spot for on-trend designer pieces.
Cricket’s Store Layout The womenswear section of the store is upstairs while the menswear is located downstairs. Once at the top of the stairs there is a display of shoes to your left and clutch bags and handbags laid out on tables to the right. Ahead is a pathway with YSL handbags on either side and up ahead is where the clothing section begins. Left from here is another pathway with rows of designer heels and clothing either side with a table of bags in the centre with a couple of mannequins dressed in on-trend, colourful designs. Behind this is another section with merchandise surrounding the outside and this is where the most sort-after pieces are located. The store has been said to be laid out in this way over the standard minimalistic rows of a handful of garments that you would expect to find in a designer store because the owners want customers to feel as though they are shopping in their own personal walk-in wardrobes where they can browse at ease.
Promotional Material on Social Media Twitter Facebook
Women’s Customer Profile
Cricket’s Competitors
Boudoir Boutique 14 Cavern Walks, Liverpool, L2 6RE This retailer located close to Cricket holds a diverse collection of womenswear but specialises in elegant gowns. The boutique won the Juice FM Style Awards for this year. (Boudoir-boutique.com, 2016)
Room 7 64 Street Lane Roundhay Leeds LS8 2DQ Mission Statement: To provide wearable designer fashion that gives women a feel-good experience. (Room7.co.uk, 2016) After opening in 1981, Room 7 has been named one of Britain’s best boutiques. This Leeds hotspot for designer fashion stocks designers including Victoria Beckham, Alexander Wang and Dolce & Gabbana.
Couverture & The Garbstore 188 Kensington Park Road, Notting Hill, London, W11 2ES
This Notting Hill store was established in 2008 by Emily Dyson and Ian Paley (Couvertureandthegarbstore.com, 2016) so in comparison to some of the other independent designer fashion retailers nationwide, Couverture is a relatively new store. In comparison to Cricket, this retailer has chosen to offer up-and-coming labels to its customers. The townhouse near to Portobello market encapsulates three floors of designs. The first being the menswear and Garbstore housing restored post WW2 garments (Couvertureandthegarbstore.com, 2016) and the second and third showcasing womenswear. The brand also has a childrenswear section featuring independently sourced pieces for boy and girls up to the age of fourteen.
Browns 23-27 South Molton Street, London, W1K 5RD
In 1970, Brown’s was founded by Joan and Sidney Burstein and after its huge success, the retailer has since expanded through five connecting townhouses on South Molten Street to house both their menswear and womenswear. Joan says she believes in ‘quality and individuality’ (Brownsfashion.com, 2016) when it comes to choosing next seasons designs which is probably what has led her to her success in discovering some of the most influential designers of today. However Joan says it is just a ‘gut instinct’ that led her to discover Alexander McQueen, John Galliano, Commes des Garcons and Hussein Chalayan. (Brownsfashion.com, 2016)
Square One 43 St John's Wood High St, London NW8 7NJ London’s Square One features both men’s and women’s pieces focusing on unique pieces whilst also being highly regarded for their denim range. (Squareonelondon.com, 2016) They stock high quality casual pieces as well as wardrobe staples that will last. Women can choose from the likes of Ultra cool Rag&Bone, effortless Citizens of Humanity, quirky Markus Lupfer. Whilst men have labels including Amersterdam’s relaxed Scotch & Soda, sporty Add and classic Hartford.
Garment Quarter 25 Penn Street, Bristol BS1 3AU
In 2010 Garment quarter was created using three ideas, global designer fashion, New York’s ‘Garment’ district and Manchester’s Northern ‘Quarter’. (Garmentquarter.com, 2016) The true heart of each brand (including Victoria Beckham and Vivienne Westwood) is housed in store but the British element is always focused upon. They also take pride in stocking a range of sizes for all.
Oxygen Boutique 51 Eastcastle St, London W1W 8EB Using years of industry knowledge, Oxygen Boutique was created by understanding the requirements of women's’ wardrobes (Oxygenboutique.com, 2016) and using this to provide beautiful feminine designer pieces with an edge. Their accessories are fun and quirky and are what create the difference between other more serious boutiques. This retailer is not for die-hard designer fans, instead provides pretty, quality pieces that could easily be mixed and matched with high street pieces.
Doyles 59 High Street, Woburn Sands, Buckinghamshire, MK17 8QY & Old Town Hall, Church Street, Market Harborough, Leicestershire, LE16 7AA Opening in 1982 by Shirley Doyle, two boutiques were established, one in Buckinghamshire and the other in Leicestershire. With over 30 years experience, Doyles stocks some of the best contemporary womenswear and consequently it has since been awarded one of the ‘best boutiques outside of London’ by Vogue. Designers including Isabel Marant, Carven and Armani are common place in these beautiful boutiques. (Doylesfashion.com, 2016)
Flannels Liverpool One, 16/18 Manesty's Lane, Liverpool, L1 3DL & 8 Others Flannels is well known across the UK. The first store was opened by founder Neil Prosser in Cheshire in 1976 and during this time he brought designers to the North West that were brand new and unheard of. Following its success, Flannels has now got a further 8 stores open in the UK. The stores are very minimalistic allowing for each brand to stand out individually. (Flannels.com, 2016)
Cruise Glasgow Mainline, 223 Ingram Street, Glasgow, G1 1DA & 8 Others Cruise began in 1981 exclusively as a menswear store but after its success, began to stock womenswear which helped to grow the business into 9 stores, each having its own individual style. Their desire is to provide not only the best clothes possible but also the best service. (Cruisefashion.com, 2016)
Children Salon 9 High Street, Royal Tunbridge Wells, Kent, TN1 1UL
Founded in 1952 by Sybil Harriman and Rene Harriman, Children Salon sells beautifully elegant childrenswear, toys and teddies. The store features over 270 designer brands and stocks some of the most sort after pieces. The designs are specifically targeted towards children attending special events and in clothes that are meant to be shown off. (Childrensalon.com, 2016)
Kids Cavern 22 Cavern Walks, Mathew Street, Liverpool L2 6RE Established in 1989 in the Cavern Quarter, sells designer childrenswear from the ages of New Born to 16. In addition to this, there is separate show store also within thee Cavern Quarter and another store in Knowsley. (Kidscavern.co.uk, 2016) Stocking over 100 designers, the store in perfect for Liverpudlians who want to keep their children on-trend.
Evaluation of Report In today’s market, independent retailers are hugely important in allowing fashion brands to be all in one place. From my own research I have further understood that each boutique is different because they all have their own niche. For example, SquareOne could not be compared to Oxygen Boutique because one has a focus on wardrobe staples whilst the latter is aimed at ‘girly girls’ who are looking for floaty dresses and pretty heels. In the same way Cricket is hugely different hence its success. Its target market is Liverpudlian men and women who want the latest stand-out pieces to keep up with the rest of the fashion-pack. Moreover, globally these retailers also differ because their market, seasons and consumer needs differ. The main focus of successful independent retailers is finding the niche and catering for it. Unsuccessful ones are those that pay too much attention to what will sell now and less on what will continue to be successful over time. Another important factor in the life of a boutique is location. It is so important, especially with designer boutiques, to locate their store/s in and area of 1) busy shopping location for example a town or city centre, and 2) an area where the items being sold will cater to the price bracket of local consumers. Nowadays, social media is becoming increasingly popular and consumers’ experiences are being shared faster than ever before. Therefore one bad review can ruin a business. Taking this point, one of the huge differences between a regular retailer and an independent one is the customer experience. Independent retailers offer a much more personal shopping experience and are likely places where returning customers are personally known. The garments being sold, the store layout and the staff structure can all be perfect but it is pointless without providing excellent customer service. This one element can set a retailer apart from all the rest. Cricket’s success is due to every factor listed above being carefully considered and lived up to. First of all, the niche has been established and met. Liverpudlian’s are very trend focused and like to keep to-to-date with all the latest fashions made from good quality materials. From this the idea of creating a very relaxed and closet-like store layout has been met to avoid the feeling of everything in store being untouchable as it can often seem in standard designer stores. In addition to this, the store also (luckily) lacks snooty staff who watch your every move like you may find in high-end designer stores. The feel of Cricket is very relaxed, friendly and at ease. The staff are helpful, friendly and welcoming. Finally, Cricket is very well known for being popular with celebrities such as Coleen Rooney and Alex Gerrard which means that the store is not only a shopping hot-spot but is also a place to potentially see your favourite local celebrities.
Women’s Range Concept Board
Existing Customer Profile: Name: Portia Age: 26 Occupation: Magazine Editor Reads: Vogue, Cosmopolitan, Marie Claire Listens to: Female RnB artists singing power ballads Likes: Shopping, girls’ holidays, dinner with her boyfriend, her dog Style: Classic feminine, neutral, heels and handbags collector Shops at: Cricket, Miss Francesca Couture, House of CB
Portia is a 26 year old Magazine Editor from Liverpool. She’s worked at her current job at Mode for four years and loves every minute of it. She loves holidays with her girl friends to Dubai where she loves nothing more than sunbathing by the pool with a glass of Veuve Clicquot rose NV pink champagne. She has an eight year old niece who she spoils rotten as she has no children of her own. She hopes to one day but not for another couple of years when she has managed to work her way up the career ladder. Her boyfriend Leo loves to take his girlfriend on nights out into town for tapas and cocktails. In her spare time she loves cuddling up with her Bichon Frise in her apartment in the centre of Liverpool whilst keeping up-to-date with her favourite magazines and reading the gossip columns online on her iPad. Every Tuesday and Thursday mornings before work her attends a spinning class and a Pilates class respectively at her local gym as she is very keen to look after her body. Her fashion style consists of fitted midi dresses with high heels and her Stella McCartney handbag. Portia’s everyday hairstyle is a curly blow dry paired with Guerlain make-up, Estee Lauder skincare and her signature perfume, Dior J’adore.
Image
Brief Description
Stella McCartney off-the-shoulder crepe top
Victoria Beckham double ruffle dress
Self Portrait cut-out jumpsuit
Anthony Vaccarello black one sleeve jumpsuit
BLKDNM fringed leather jacket
Fabric Composition
96% wool, 4% elastane
42% polyester, 42% silk, 16% polyamide
78% polyester, 13% viscose, 8% cotton, 1% spandex
Polyamide 15%, polyester 30%, spandex/elastane 7%, viscose 48%
100% leather
Cost
£945.00
£855.00
£250.00
£1,884.22
£901.75
Wash Care
Dry clean
Dry clean
Cool hand wash
Dry clean
Specialist cleaning
Image
Brief Description
Saint Lauren pussy bow lipstick print dress (made in Italy)
Lanvin pale-pink, silk mousseline dress (made in France)
Elizabeth and James silver stud black pencil skirt
Saint Laurent long sleeve dress with bateau neckline, polka dot mesh outer layer and satin bow (made in France)
White crepe mini skirt with gold embossed buttons (made in EU)
Fabric Composition
100% viscose
100% silk
Polyester, viscose and spandex
100% Polyester
56% viscose, 24% linen, 20% cotton
Girlswear Concept Board
Menswear – Colour Mood Board
Menswear – Prints Mood Board
Trend Forecasting Womenswear Marchesa A/W 16/17 Colour Jewel colours are predominantly present in this collection such as ruby red, jade green, gold and deep purple in addition to the base colours black, white and nude. Style The dresses are very glamourous and princess-like. Shape The shapes range from trumpet, princess, A-line and ball gown. Influence Inspired by the fashion house’s muse Marchesa Luisa Casati who was known for her over-the-top style. Pattern Lace, embellishment and 3D floral detailing feature heavily in the collection with hints of jacquard and feathers on the tuelle and satin dresses.
Reem Acra A/W 16/17 Colour The gowns in the collection are seen in lilac, nude, gold, cyan, baby blue, pale green, raspberry pink, navy blue, many featuring gold or silver detailing. Style The style is very pretty and girly whilst retaining a feeling of elegance. Shape Short fitted or A-line dresses and long trumpet, ball gown and column dresses. Influence The designers meticulous attention-to-detail paired with a romantic flair. Pattern Metallic, lace, chiffon, satin and beaded details. One of the dresses features neon pink and orange 3D floral cut-outs.
Oscar de la Renta A/W 16/17 Colour Yellow, black, burgundy, deep pink, nude, orange, dark purple. Style 90s style gowns with modern structure. Shape Column, A-line and mermaid. Influence Pattern Lace, embellishment and 3D floral detailing feature heavily in the collection with hints of jacquard and feathers on the tuelle and satin dresses.
Pinterest & Blog https://uk.pinterest.com/missdannilouise/
https://daniellalouisestyleblog.wordpress.com/
Task 20
Bibliography About.com Money, (2016). Independent Retailer. [online] Available at: http://retail.about.com/od/startingaretailbusiness/p/independent.html Bawden, T. (2015). Small shops to charge 5p for plastic bags despite exemption. [online] The Independent. Available at: http://www.independent.co.uk/environment/green-living/small-shops-to-charge-5p-for-plastic-bags-despite-being-exempt-from-new-rules-making-the-fee-10508698.html Minutehack, (2016). Why UK Retailers Should Sell More Abroad - Minutehack. [online] Available at: http://minutehack.com/opinions/why-uk-retailers-should-sell-more-abroad Room7.co.uk, (2016). [online] Available at: http://www.room7.co.uk/ Couvertureandthegarbstore.com, (2016). About - Couverture & The Garbstore. [online] Available at: https://couvertureandthegarbstore.com/about Brownsfashion.com, (2016). Browns Flagship | brownsfashion.com | The Finest Edit of Luxury Fashion | Clothes, Shoes, Bags and Accessories for Men & Women. [online] Available at: http://www.brownsfashion.com/info/stores/browns-flagship Squareonelondon.com, (2016). About Us Luxury Fashion Store. [online] Available at: http://squareonelondon.com/about_us.html Garmentquarter.com, (2016). About Us. [online] Available at: http://www.garmentquarter.com/aboutgarmentquarter/ Oxygenboutique.com, (2016). Oxygen Boutique - About Us. [online] Available at: http://www.oxygenboutique.com/AboutUs.aspx Flannels.com, (2016). About Us | Flannels. [online] Available at: http://www.flannels.com/customerServices/otherinformation/aboutus Doylesfashion.com, (2016). About - Doyles Fashion. [online] Available at: http://www.doylesfashion.com/about/ Boudoir-boutique.com, (2016). Boudoir Boutique Blog. [online] Available at: http://www.boudoir-boutique.com/blog/ Cruisefashion.com, (2016). About Us | Cruise Fashion. [online] Available at: http://www.cruisefashion.com/customerservices/otherinformation/aboutus Childrensalon.com, (2016). Visiting our Shop | Childrensalon. [online] Available at: http://www.childrensalon.com/the-store/ Kidscavern.co.uk, (2016). Kids Cavern - About Us - Armani Junior, D&G, Childrens Clothing, Designer clothes, fashion, Kids Cavern, D and G, Kids Clothing. [online] Available at: http:// www.kidscavern.co.uk/about-kids-cavern