Visual Merchandising Store Reports

Zara (Westquay shopping department): “ The affordable luxury”

Key looks and merchandising mix Zara is ver8cally integrated which enables to have a total control of the products and to constantly reinvent their collec8on. The brand introduces new products at the frequency of twice a week, thus encourages more visits to the store.

The women clothing collec8on has a wide range of products and style influences from classic, to bohemian chic, or more casual streetswear clothing… the material used are also varied with the use of coPon, silk, wool, polyamide, acrylic and alpaca…

There is a clear separa8on of the gender’s clothing in the window displays. Each disposing of its own window. Men clothing are displayed in the back of the store, and therefore the laPer has to go across the store in order to reach his sec8on.

There are different price ranges, according to the type of product. The differences are more emphasized on items such as bags, shoes and leather clothing. Thus, is due to the varia8on of the materials.

The retailer has availability of different sizes and colours, possibility to order fro mother stores.

Fashion conscious, the merchandise are inspired by the catwalks and latest’s trends. Establishing itself as a democra8za8on of fashion.Fashionable clothes for moderate price, trendy colours, feminine cuts, varied assortment.The retailer disposes of a customer centric policy.

Zara is known for being the archetype of the affordable preppy chic style, always at the 8p of fashion. The brand is with no doubt one of the top high-­‐street retailers. Disposing of a specific marke8ng strategy, thus is based on fast fashion and strategic posi8oning of their stores. The Spanish brand does not invest much on adver8sing, preferring to enhance their stores loca8on in the main streets and avenues of metropolitan ci8es.

The point of sale is therefore a vital marke8ng tool for Zara. They insist on crea8ng a familiar and pleasing shopping atmosphere. Thus, with the help of an appealing window display, a friendly staff and trendy merchandise.

With the incredible capacity to be polyvalent, Zara produces menswear, womenswear, a Trafaluc line (younger apparel aimed at adolescents), children’s wear and also footwear and accessories.

Therefore, they target a wide demographic.

The store sign is definitely one of the most emblema8c symbol of the brand, with the use of a Times New Roman font white bold, it’s simplicity enables to demark the store from it’s compe8tors.

The store design is organized in the style of a high-­‐end shop.

It is neat, clean and cohesive. The merchandise is diplayed in each extremity of different sec8on of the store. Thus, leaves space for the customer to circulate freely around the store.

The atmosphere of the store is very with strong ligh8ng and white floor

Service The staff is easily recognizable with their black uniform. They represent the ideals of the brand: simple, classic and fashionable look. They are quite friendly and helpful without being oppressing. Most of the 8me, they tend to let the customer come to them, thus enables them to

Store appeal The merchandise is displayed in accordance with the different colour tones. Thus, sets a certain ambience and creates an harmony.

Store design, produc8on, logis8cs, team Going into the zara store is more of a personal experience as the customer oWen enters to buy the latest basic However, contrarily to other high street retailers, Zara does not use many thema8c decora8on.

Would I buy?

Personally, I would purchase in this store as they have fashionable clothes at reasonable price ranges.Moreover they dispose of a very welcoming and friendly staff.

Verdict Contrarily to other retailers, Zara doesn’t offer a shopping experience to the customer. As every shop are designed similarly. It is more the purchase of the product that fulfils the aPachment between the brand and the customer.

TOPSHOP store (Above Bar Street)

London, Kate moss, and rock-­‐chic are the perfect adjec8ves to describe the Bri8sh retailer. Always up to date with the latest trends, Topshop is a reference when it comes to fast fashion.

Since the past 37 years of its existence, the retailer has established itself as one of the U.K’ s leading high street brand. Notably due to its collabora8on with model and fashion mogul: Kate moss. Disposing of a celebrity centric strategy, the fashion brand appeals to a young and fashion conscious demographic. Thus, oWen generates massive queues outside the stores at the launch of a new collec8on.

As soon as you approach the store, the ambiance is clearly set. With Indie rock music playing in the background, Topshop is all about rock’n’roll. They sell a certain ideal of the youthful Britain. Thus , is no8ceable on their merchandise: trendy styles, affordable…

From the outside, the store sign quite imposing. It is neat and clear with white capital lePers in a black background. The store is a liPle bit isolated in the middle of the high-­‐street but it is actually this separa8on from the other retailers that makes it stand out.

Key looks and merchandising mix

Just by passing by the Topshop store, there is a low voice that whispers come inside! The merchandise is set in a way to make this appeal irresis8ble and therefore the entry becomes inevitable. The main entrance door is transparent, thus permits to catch a glimpse of the merchandise.

Right at the centre of the entrance, there is a podium of four mannequins, displayed in a crea8ve way. This display is eye catching as it simultaneously gets the aPen8on of the customer as soon as the laPer’s enters the store. It also brings a more sophis8cated aspect to the shop and enables to introduce new merchandise. The walls are decorated with posters of photo shoots and discount offers. This approach is an innova8ve way to introduce a product and inform the customer.

The retailer has a successful merchandising strategy, their clothing are quite versa8le and can appeal to a wide range of people. From Preppy chic, Bohemian arty and Rock child… Every style is represented in the retail store.

The store’s aesthe8c is designed in the style of a small bou8que.

Divided in different sec8ons according to the body type (tall, pe8te, maternity). The store is very organised and easy to circulate into. The different clothing categories are well defined with basic tops in one extremity of the store, denim, boPoms and jeans on the other. Most of the suppliers come from countries such as Turkey, India especially for sequin, Morocco…

The merchandise is displayed in a strategic way, the main purpose is to emphasize all the key products. In order to proceed, Topshop does not hesitate to communicate with the customer notably with sec8ons such as Buy it now or regret it later. Thus, is a selec8on that showcases different garments that only exist in one or three models.

They clearly know how to play this now or never card that seems to rush people into buying.Despite being a mid store, there is a wide range of garments and the store con8nues to receive new collec8on every week.

The footwear sec8on is located in the back store next to the changing rooms. The shoes are displayed on several shelves. The ligh8ng is specifically strong in this area and pointed on the shoes. use many mirrors around this sec8on. It’s probably the comfy zone of the store, with a couch right in the middle of the sec8on.

Concerning the changing rooms, it is a whole experience on itself. These are big size, with large mirrors and they give this feeling of privacy.

Service

There is a poor customer service. When in the store, the staff gives the impression be very laid back, only two walk around the store. They are not really aPen8ve to the to

needs of the customer.

However, they don’t really seem available. However the customer service is not very

helpful, they mainly walk around the store without paying good aPen8on to the customer.

This poor service accentuates the fact that they are more focused on the design of the

store than the quality of staff. Nevertheless, Top Shop offers a lot of services to their customer such as: a style advisor, membership Card, branded magazine, giW cards…

Store appeal Overall, the design of the store is quite appealing as it invites the customer to immerse into the shop. The bou8que style gives to the retail space a all the merchandise are posi8oned in a cohesive way, in accordance to their category, colour tones… They use a few strategies in order to put the merchandise at its best advantage. With considerable diverse collec8ons, the retailer can appeal to a larger target.

However, concerning the price, some items might be too pricey without necessarily being good quality. Nevertheless Topshop has a uniqueness of style especially in the design of its garments. Thus, enables to demark itself from the compe88on.

Miss Selfridges

It’s been two years since Miss Selfridges changed its loca8on, from the top store of Topshop to Westquay. The exterior of the store is quite discrete. It is almost engulfed into the immensity of the shopping department. The store sign is less imposing than the other retailers, a simple black background with white neon wri8ng.

However, when you enter into Miss Selfridges, it almost feels like an in8mate place. The ligh8ng is quite low in comparison to other stores such as Topshop or H&M. It is indeed a small environment where it is quite enjoyable to walk around if you don’t have a specific in item mind.

Key looks and merchandise mix The merchandise mix was disappoin8ng, the range was not varied compared to what they offer on the website. Most of the garments were either not available or just in specific a size. Thus, is probably due to the small space of the retail store. There is not any sort of coordina8on in the disposi8on of the garments. The laPer were not placed according to colour tones which can seem a bit confusing and might look disorganised. Nevertheless, it is in fact this lack of cohesion that gives his charm to the store.

The sales on the other hand were located in the back store.

This strategic posi8on encouraged people to cross the en8re shop in order to reach this sec8on. It disposed of a few interes8ng pieces and at very low prices.

Concerning the new collec8on, the main colours where white, nude and camel. However, most of the products looked similar to Topshop. This similarity is probably due to the fact that both retailers are part of the Acadia Group. The two brands also share the same suppliers from countries such as India, Turkey and Bangladesh…

according to colour tones which can seem a bit confusing and might look disorganised.

Nevertheless, it is in fact this lack of cohesion that gives his charm to the store.

The sales on the other hand were located in the back store. This strategic posi8on encouraged people to cross the en8re shop in order to reach this sec8on. It disposed of a few interes8ng pieces and at very low prices.

Concerning the new collec8on, the main colours where white, nude and camel.

However, most of the products looked similar to Topshop. This similarity is probably due to the fact that both retailers are part of the Acadia Group. The two brands also share the same suppliers from countries such as India, Turkey and Bangladesh…

Visual Merchandising The store is lacking of a decor, there isn’t really a specific theme nor in the window display or inside the shop. The styling of the mannequins is plain and don’t match, thus reflects a certain disorganisa8on The visual merchandising lacked of crea8vity. It does not have a proper summer collec8on.The small window display is located on the side.

Thus, makes it hard to see all the mannequins.

Moreover, the window display is not put at its best notably due to its discre8on. It is not easily no8ceable and therefore does not appeal much to the customers…

The changing rooms are considerably big in comparison to the size of the retail space, with more than 6 cchanging rooms. They use mirrors that tend to be slimming in order flaPer the customer.

Service The store is rela8vely small, with only four members of the staff one if the changing room two by the clothing and one at the cashier. However, these were very helpful and friendly which establish a more in8mate atmosphere and puts the customer on trust.

Store appeal Miss selfridges does not sells itself, preferring to establish a more 8mide approach. The window display does aPract Due to the store blends into to retail department, it doesn’t stand out contrarily to H&M and Hollister.

However, if you take the 8me to go inside and look around, you might find some interes8ng clothes.

American Apparel: The An3 Brand

Trendy, hype and an8-­‐conformist, American Apparel is the archetype of the non-­‐brand utopia. Created downtown Los Angeles, through the years the retailer has established itself as one the main leaders of conscious fashion.

The brand is repute for being socially involved, notably by suppor8ng environmental causes, gay marriage, immigra8on and work ethics… At 8mes where consumers are becoming more conscious of their consump8on, American Apparel has posi8oned itself as the non-­‐brand.

Buying an American Apparel product equals embracing at least on the ideals of the brand.

From the outside, the store sign is neat and easily recognizable. Even though the window display does not have a specific theme, the merchandise is displayed in a very aPrac8ve way. They also use the store window in order to send messages for their causes (e.g Legalize L.A). The shop is in the style of an art gallery, bright walls, clear sec8ons, bold colours,…

Entering into an American Apparel store is comparable to a travel across the 8me.

The shop has a vintage look, with strong influences from the late 70’s and 80’s decade.

It disposes of a simple and unique decor: with white walls, wooden floor, and strong ligh8ng which emphasize the products. Thus, are coordinated according to their different colour tones which creates a certain cohesion.

The merchandise are basic clothing going from leggings (one of the most sold item) to T-­‐shirt, hoodies, bodies and dresses… The products’ design is quite similar, but in several colours most commonly bold such as pink, blue, yellow or red… they only display one item of each size in the store.

However, they dispose of an abundant stock in the back store.

Their price range is quite affordable varying from an average of £25. In comparison to the U.S stores, most of the pricing are kept the same but converted in £ Pounds Sterling currency. This difference of value is notably due to the manufacturing and transports costs.

The materials used are mostly Lycra, 80% to 100% of organic coPon, polyester in order to obtain long-­‐las8ng, comfortable and useful everyday clothing.

Inside the store, the merchandise are displayed crea8vely, with mannequins posi8oned in a quirky way (up the shelves and in different sec8ons). Moreover, the merchandise are posi8oned according to the type of clothing and colours.

American Apparel is known for its unisex style, therefore most of the clothing can be worn by both sexes. Thus, explains the fact that there is no separa8on of sec8ons for menswear and womenswear.

Both clothing are placed next to each other. Iconic items such as the hoodies and v neck T-­‐shirt are the most prominent and thus is no8ceable from their loca8on within the store (right at the entrance and on the top of the fixtures). The accessories are mainly vintage eyewear normally displayed by the cashier. They also sell watches, jewellery and gym bags and socks …

Disposing of a RFID technology, thus enables the retailer to have a total control over the merchandise and an awareness of the stock inventory. This technology also permits to guaranty the availability of every size in each colour.

The staff is one of American Apparel’s most efficient in-­‐ store marke8ng strategy. They are living representa8on of the brand’s image: Youthful, fashionable and friendly. They are walking models and are dressed from head to toe with American Apparel clothing. There is no uniform, in fact the retailer encourages their employee to develop their own style with the American Apparel clothes. The laPer are easily recognisable, cool and confident. The typical look of the masculine staff is usually a basic v-­‐neck T-­‐shirt, geeky retro glasses and a pair of skinny jeans whilst the women wear a body top with shorts.

There are approximately 5 members of the staff inside the store, these are very helpful, and use a familiar language to approach the customer which most of the 8me appear to be rela8vely young (15-­‐30 years old).

The changing room is quite small, they only dispose of two firng rooms Thus, confirms the fact that the American Apparel customer is very confident of his own style. He knows what suits him and what doesn’t.

Most customers are familiar with the American Apparel’s clothing and don’t necessarily require firng.

Overall, the atmosphere of the shop is very vibrant with loud new wave and indie music, strong lights and colourful items. It is a pleasing experience both for the eyes but also for the conscious shopper that wants to stay true to his values. The American Apparel shop is definitely a contemporary concept store.

H&M (Westquay)

Located right in the heart of Westquay shopping department, H&M is the archetype of affordable fashion. Environmental friendly, the brand adopted sustainable policies. Notably by launching the fashion conscious collec8on which is en8rely made of organic coPon. Since it’s founda8on in 1947, the Swedish retailer has not commit any fashion faux pas. With this irreproachable management, H&M has established itself as one of the world’s top fashion retailer.

From the outside, the store sign is very proheminent, the bright red colour directly catches the eye.

Key looks and merchandise mix The merchandise screams summer8me as soon as you put foot into the retail space.

Bold colours, maxi dresses and jumpsuits...

H&M is repute for their simplicity especially when it comes to basics. The Swedish retailer has also strong their ethical policies concerning the produc8on of their garment and the use of eco-­‐friendly fabrics .

The retailer may be one of the most providing quality clothing at offers an affordable price range, cheaper than Topshop and River Island.

Most of the merchandise are made in Polyester, CoPon and Viscose. These tex8les are originally from countries such as India, China, Bangladesh and Turkey…

Many prints: leopard, zebra and floral. It is quite a fun and eclec8c range which corresponds to the image of the brand.

H&M does not have a par8cular style. Thus, in the sense that it ` Concerning the accessories, skincare and beauty products they are located on the right extremity of the store next to the cashier. These are posi8oned

Mirrors Inside the store is casual and streetwear sec8ons are located in the back of the store, whilst

Visual merchandising The two window displays announce the rest of the collec8on.

The store is rela8vely large, and it is quite a challenge to circulate as it is oWen crowded.

Coordina8on of colours creates a certain harmony and facilitates the search for a specific item. It also sets the décor within the store, there is no use of furniture nor frames.

H&M interior design is simple

Service Their customer service is quite poor. H&M mostly invest on the quan8ty of the merchandise over the quality and efficiency of the staff. The laPer’s have a airy artude which is comparable to Topshop’s employees. There are approximately 9 people working in the store (2 behind the cashier, 1 in the changing rooms and 6 around the store). However, somehow the salespersons oWen happened not to be available.

Store appeal Overall, the store is very appealing. They have a good range of merchandise and use several techniques to emphasize these. The ligh8ng is pleasing notably due to its perfect intensity (well balanced). Moreover,

River Island: the oasis of the high street!

From the exterior to the interior of the store, River Island is based on a main theme. Which in this case occurs to be Summer Beach Holiday with a touch of fes8val chic. Right at the entrance, the store sets this thema8c decora8on, notably with the use of hot colours (such as yellow, orange and pink), installa8on of a palm trees, and sands… The aim is to make the customer enter the world of River Island and feel comfortable within this spacet.

Therefore; every details are studied in order to ease the customer’s adapta8on to the environment.

Key looks and merchandising mix

Inside the store, they insist on crea8ng this atmosphere in order to immerse the customer into River Island’s world.

The store is separated on three floor: The top one is dedicated to men clothing, the ground floor contains Womenswear & Childrenwear, and the boPom floor is used to display footwear and accessories.

Design, window display and merchandise: The window displays the latest trends which are 70’s chic inspired, fes8val style,…

Visual merchandising

The merchandise is displayed in an innova8ve way, in a way that aPracts the aPen8on of the customer, in effect, the trendiest items of the season are exposed first. By showing those first, River Island gives the customer a sneak peak of what the collec8on is about. The customer will then decide whether or not he/she is interested in seeing more of it.

Service

River Island provides to their customers many exclusive services that no other High street stores offers. For example, when shopping at River Island, the customer can use the help of a personal shopper, provided by the store. That of service highlights the importance River Island gives to customers care.

Anoher special service provided by the store, is the “lookbook”. River Island Lookbook contains all the current trends, it helps the customers inform about the new fashion “must-­‐haves”. The lookbook is available on the River Island’s blog: hPp://www.styleinsider.riverisland.com. Thus, creates a gap between the cyber world and the actual store.

Store appeal:

The models displayed on the window are dressed with the current season’s most appealing/ fashionable items. In effect, those items shown first represent the spirit/inspira8on of the season, they have for purpose to catch the customer’s aPen8on and get them to visit the store. Thus, will most likely encourage them to visualize the rest of the collec8on and eventually make a purchase.

The methods employed to adver8se the clothes are very effec8ve, the customer gets to see the items that will are more likely to appeal to them before discovering new items that they might also appreciate.

Verdict

The interior is very elaborated for a high street store, they aPempt to establish a certain rhythm in order to create a certain consistency. The merchandising are exposed in way that is appealing to the customer’s eye.

River Island differs itself from other high street stores by providing exclusive services to its customers, for example: a personal shopper and a lookbook including all the latest trends.