·
Its 9 AM in the morning and the work of the
brief that we have to cover is on the board, we have to take images of the shop
floor discreetly and cover various areas of our favourite brands, why we like
those brands, what draw us and other consumers to the brand and the layout of
the store.
·
As well as covering the location of the store,
other stores around it, a SWOT analysis of Selfridges etc…
·
It’s my first time on oxford street and I am
looking around at the various other stores, there are many stores, such as:
·
Topshop.
·
NIKE.
·
Next.
·
Banana Republic.
·
AllSaints.
·
DIESEL.
·
John Lewis.
·
ZARA etc…
The Christmas lights are really inspirational for research:
Other Christmas lights….
Now that I have gathered inspiration images of Christmas
lights, it’s time to go into Selfridges…
It was a very good learning experience in Selfridges I had
learnt a lot of things from the tutors and peers when visiting Selfridges that
I would have never have thought of before, here are a few brief points that I
have never thought of:
·
The atmosphere is very: Luxury, hygienic,
wealthy and professional.
·
Visual merchandising: Limited number of
clothing, which leads the mind to know that the items are expensive.
·
Layout of the store is quite themed.
·
Expensive furniture.
·
Limited number of clothing sizes.
·
Styles accessories and shoes to give the
customer an idea of how to wear the whole outfit which can lead to the
customers to buy more clothing.
·
Staffs are very protective of garments, but are
very friendly.
·
Some staff does not
approach people depending on what they are wearing.
·
Staffs are professionally dressed.
·
Hangers are labelled with the brand.
·
The scent/ fragrance of the store smells
expensive – scent attracts customers to the store and gives the customer a very
peaceful and happy mood.
·
Music compliments the clothing, interior and
layout of the store.
·
When the floor changes the prices change, the
music changes and so does the clothing.
·
One off pieces is displayed solely at the end of
the rail.
The 5 brands that we had covered were:
·
St Laurent – Prices 1000s, Made in Paris,
Colours are put well together and complement each other, free standing rails,
and labels are displayed clearly.
·
Simone Rocha – Brand only had one rail,
quirkiest garments are displayed at the end of the rail, colours complement
each other, not a well-known brand, prices are in 100s, and accessories are
displayed at the centre of the rail.
·
Stella McCartney – Age range 35-40, outfits are
put together depending on garment material, accessories are displayed to
advertise the brand, swing tags are displayed with the brand name, staff are
very polite and well presented, and clothing is made in Italy.
·
Mui Mui – Pastel colours are presented, staff
are very professional, theme is quite pristine, classy and chic, one off pieces
are on display, seating area for customers.
·
Prada – Bold, outfits compliment together, key
evening wear pieces are at the centre of the brand area, limited number of the
clothes.
How did you find this overall experience?
Researching in Selfridges was quite an eye opener and a
great learning experience I had never considered all of these points when in a
store, and how all these points impact on customers purchasing the products, I
will definitely take my knowledge of what I have learnt today and continue with
it as I research into the brand I am working on with the group.
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