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STORE<br />
EXPERIENCE<br />
NEW RETAIL<br />
CONCEPTS<br />
HANNAH CARTER
WHITE<br />
STUFF<br />
Coffee table / station<br />
White Stuff have used a classic living room coffee table<br />
idea to make customers feel at home in store. This causes<br />
for a more relaxed shopping experience, especially as<br />
generally the clientele are older and may want a break<br />
whilst shopping.<br />
White Stuff also have an authentic / old fashioned looking<br />
sweet desk, which will definitely turn heads of kids and<br />
adults – might bring back memories through the range of<br />
sweets.
PRIMARK<br />
In Primark there a Costa has been established,<br />
which creates diversity with in the store. For<br />
example, a family shopping trip - a mother may<br />
want to enjoy shopping so their dad can take the<br />
kids to costa.
<strong>SHOP</strong><br />
<strong>REPORTS</strong><br />
BY HANNAH CARTER
PRIMARK<br />
LOCATION AND POSITION<br />
Primark Nottingham is located in the centre of town, on<br />
the high street. It has a large spread window in a prime<br />
position between two of the largest and most popular<br />
Nottingham’s town destinations, Market Square and<br />
Victoria centre. Straight opposite Primark is The<br />
Exchange which is a group of high end retailers which<br />
includes stores like Doctor Martens and Jack Wolfskin.<br />
Next to Primark there is a phone shop and an arts and<br />
crafts shop which do not threaten their potential<br />
customers from visiting the store as competitors include<br />
retailers such as Select, New Look and H & M who<br />
provide similar garments and other independent budget<br />
stores in Nottingham others sole traders.<br />
The nearest department store to Primark is between<br />
Debenhams and John Lewis.
PRIMARK<br />
INTERIOR AND EXTERIOR<br />
The exterior of the store has one large window with no<br />
particular theme, just a few mannequins the visuals are not<br />
attractive and they do not make the most of the space that<br />
they have instead using big blown up pictures to use the<br />
space. The windows do reflect the seasonal trends as we are<br />
currently approaching the winter. The windows display<br />
models in hats and scarves and coats/jackets.<br />
Floor and walls are all white and the store is quite bright,<br />
there was no music either which made the shopping<br />
experience quite bland, apart from looking for clothes aspect<br />
as a lot of table displays were used so consumers will be<br />
more focused on looking for their size and garments.<br />
<strong>SHOP</strong> LAY OUT<br />
There are two entrance/exits the main one shown on the left<br />
and one at the back where the fitting rooms are hidden.<br />
The general layout – shoes positioned at the back of the<br />
store
PRIMARK STORE LAYOUT<br />
T<br />
I<br />
L<br />
L<br />
JEANS<br />
SHOES<br />
COATS<br />
AND<br />
JACKETS<br />
ESC<br />
ALA<br />
TO<br />
R<br />
FITTI<br />
NG<br />
ROO<br />
MS<br />
JUMPERS<br />
EXI<br />
T<br />
T<br />
I<br />
L<br />
L<br />
• <strong>SHOP</strong> LAY OUT<br />
• There are two<br />
entrance/exits the main<br />
one shown on the left<br />
and one at the back<br />
where the fitting rooms<br />
are hidden.<br />
• Merchandise is<br />
grouped by<br />
department.<br />
CARDIGANS<br />
ENTRANCE
PRIMARK<br />
Primark’s general customer include young mums,<br />
teenagers and low income/working class people who shop<br />
for necessities. They may shop online on websites like<br />
gum tree and eBay to find cheaper products. They aren’t<br />
dedicated to following the latest trends and probably<br />
don’t care to know about catwalks and famous designers.<br />
A lot of the customers are unemployed, full time mums or<br />
have a low working position with a low income. However<br />
they will probably spend a considerable amount of money<br />
in store.
SELECT<br />
LOCATION AND POSITION<br />
Select is located in Victoria Centre in Nottingham town<br />
centre, is in a high footfall area located next to Topshop<br />
which is a very popular brand, this is a major disadvantage<br />
to Select because they sell cheaper versions of Topshop<br />
clothes. Though Select are a budget store and Topshop<br />
are mid-end they are still competing for the young target<br />
market.<br />
Select is also near to Next and Dorothy Perkins however<br />
they are less common competitors because they are mid<br />
end retailers targeting middle age women.
SELECT<br />
EXTERIOR AND INTERIOR<br />
The exterior of the store is all glass, there are solely a few<br />
mannequins in the window displaying current seasonal<br />
trends however no particular theme, there are no<br />
promotions in the window however there are mark downs<br />
on garments in side, which will appeal to the market<br />
Select are aiming at because its cheap.<br />
When visiting I noticed that the atmosphere is extremely<br />
light and bright – not a goof thing and that all products<br />
are on rails, this does make the store more neat and less<br />
‘jumble-sale’ like. Loud chavvy music<br />
<strong>SHOP</strong> LAYOUT<br />
The fitting rooms are at the back of the store
SELECT STORE LAYOUT<br />
RAILS<br />
• There is just one<br />
entrance to the<br />
small store.<br />
E<br />
N<br />
T<br />
R<br />
A<br />
N<br />
C<br />
E<br />
RAIL<br />
RAIL<br />
RAILS<br />
RAIL<br />
RAIL<br />
RAIL<br />
S<br />
• Merchandise are<br />
grouped by trends<br />
and styles.
SELECT<br />
CUSTOMER PROFILE<br />
Select are in the lower sector of the market, their target<br />
market are working class, low income people as they<br />
provide a basic range of cheap clothing designed from the<br />
trends in higher end retailers such as Topshop.<br />
Not many middle class people go shopping here due to<br />
the poor quality and range of fashion items.
NEXT<br />
LOCATION AND POSITION<br />
Next are one of the first stores that you see when walking<br />
into the middle of Victoria Centre (the main shopping<br />
centre in Nottingham). It is in a prime position especially<br />
as the store is very open to foot fall with a large entrance<br />
rather than window space<br />
John Lewis, who are departments store, are positioned<br />
opposite Next who are a majorly strong competitor<br />
selling to a very similar target market.
NEXT<br />
EXTERIOR / INTERIOR OF <strong>SHOP</strong><br />
Next have one window with ‘SALE’ promotions displayed<br />
and at least 5 mannequins dressed in seasonal trends.<br />
There are some unique circle props in the background.<br />
The interior of the store is light and bright which is<br />
welcoming to customer to walk in as they walk through<br />
the shopping centre. The brightness is not manipulative<br />
like in Select, it is a sophisticated store for mature and<br />
sophisticated clientele. Next mainly use rails to display<br />
the mass of products however they have several<br />
mannequin displays. I also noticed they do not have any<br />
music playing.
NEXT STORE LAYOUT<br />
SUMMER<br />
SALES<br />
MAN<br />
NEQ<br />
UINS<br />
R<br />
A<br />
I<br />
L<br />
S<br />
KIDS<br />
MANN<br />
EQUIN<br />
S<br />
R<br />
A<br />
I<br />
L<br />
S<br />
TOPS<br />
MAN<br />
NEQ<br />
UIN<br />
AW<br />
COATS<br />
JACKT<br />
ES<br />
Next’s merchandise is<br />
arranged by season.<br />
There is one large entrance<br />
stretched across the front<br />
of the store.<br />
WINDOW<br />
ENTRANCE
NEXT<br />
CUSTOMER PROFILE<br />
A typical customer of Next are middle age and middle<br />
class, who have a slight interest in fashion and don’t mind<br />
spending a few extra pounds on a garment of nice quality.<br />
They generally hold skilled job positions. Part of high<br />
income families.
ZARA<br />
LOCATION AND POSITION<br />
Zara is located in the centre of Nottingham town, in a<br />
secondary position, although the foot fall can be high<br />
there are no other popular surrounding shops, the nearest<br />
department stores are Debenhams and John Lewis.<br />
COMPETITORS<br />
I believe Zara's competitors are TOP<strong>SHOP</strong>, Urban<br />
Outfitters and possibly Ted Baker, however these shops<br />
aren’t close to Zara therefore they don’t have many<br />
threats.
ZARA<br />
EXTERIOR AND INTERIOR OF STORE<br />
Zara has several front windows with dark brown authentic<br />
frames which adds character to the plain and simplistic<br />
window visuals.<br />
There’s a monochrome/geometric theme through out the<br />
main windows and one large prop in the left which looks<br />
contemporary much more effective than any<br />
photographic images.<br />
The mannequins are dressed in current AW trends like<br />
men’s smart/casual jackets.<br />
The style of the interior can’t be specified particularly,<br />
however it is generally neutral, clean and chic looking<br />
with shiny metal rails and light stone floors and subtle<br />
lighting, nothing too out there.<br />
MUSIC?
ZARA STORE LAYOUT<br />
COATS<br />
TILLS<br />
SALE<br />
TABLES<br />
M<br />
M<br />
M<br />
M<br />
ENTRANCE<br />
RANGE<br />
RANGE<br />
S<br />
• There are some<br />
garments grouped by<br />
style as they are all part<br />
of a similar range.<br />
However there are<br />
sections of the store<br />
where all coats are<br />
arranged together.<br />
• The front windows curve<br />
into one average sized<br />
entrance.
ZARA<br />
CUSTOMER PROFILE<br />
I would say that Zara attracts upper middle class clientele<br />
who have an interest in fashion and take care of a chic and<br />
sophisticated image.<br />
Many garments are very unique and an investment<br />
therefore these clientele need to have a high income!<br />
Zara consumers can be in high professions and use the<br />
store to buy smart work clothes.
PAUL<br />
SMITH<br />
LOCATION AND POSITION<br />
The Paul Smith store in Nottingham is located in an old<br />
and authentic building, away from the high street and any<br />
other competing retailers in the high end sector. The foot<br />
fall around this area is considerably lower than<br />
COMPETITORS<br />
Competitors include retailers such as Ted Baker, Diesel<br />
and possibly Jack Wills. These three stores are all in the<br />
same area of town with in close proximity to Paul Smith<br />
which is stood alone on a different street near by.
PAUL<br />
SMITH<br />
EXTERIOR AND INTERIOR OF STORE<br />
The concept of this Paul Smith store is different to the<br />
other high street stores I have looked at, the building is<br />
exclusive and it is located in an exclusive, less rowdy part<br />
of town, which is where Paul Smiths customers would<br />
tend to visit. High end stores like this, don’t use major<br />
promotions or advertisement as they have specific<br />
clientele who will visit the store because of their high<br />
quality branding, clothing and shopping experience.<br />
Rather than what is eye catching on the outside of the<br />
store, they focus on creating unique designs for their<br />
garments.
PAUL SMITH STORE LAYOUT<br />
MENS FORMAL WEAR<br />
WOMENS SHOES<br />
AND ACCESSORIES<br />
• Very few noticeable<br />
mannequin displays, there<br />
are a combination of table,<br />
rail and shelf displays for<br />
products which gives a<br />
diverse look to the shop.<br />
MENS CASUAL<br />
ENTRANCE<br />
WALLETS & PURSES<br />
TILL<br />
• The Paul Smith store has a<br />
small door entrance, in<br />
comparison to the high<br />
street stores that have<br />
huge windows and open<br />
entrances.
PAUL<br />
SMITH<br />
CUSTOMER PROFILE<br />
The typical customer of Paul Smith is from a wealthy<br />
middle class background who are stylish and willing to<br />
pay that extra cost for premium quality clothing. These<br />
clientele are trendy and style conscious, they may even<br />
visit fashion shows and events.
VIVIENNE<br />
WESTWOOD<br />
LOCATION AND POSITION<br />
Vivienne Westwood is located in the flying horse walk,<br />
Nottingham, which is in the centre of town but because it<br />
is not exposed to the high streets foot fall the store is less<br />
accessible to general public. On the other hand Vivienne<br />
Westwood’s clientele are specifically affluent and fashion<br />
conscious people.<br />
COMPETITOR<br />
They do not have any similar competitors close to the<br />
store and because the branding and products are<br />
extremely unique, there is no comparison to make. But<br />
other store in the same retail sector would include Hugo<br />
Boss and Flannels.
INTERIOR AND EXTERIOR OF STORE<br />
VIVIENNE<br />
WESTWOOD<br />
The whole exterior of the store is glass windows with one<br />
mannequin in each, there is an on-going theme which is unique<br />
to Vivienne Westwood, not particularly seasonal, as the season<br />
trends are shown through the garments. The theme of faces is<br />
played on by using it in the back drop and with masks on<br />
mannequins faces. This is world apart to Primark’s print<br />
backgrounds, for example, Vivienne Westwood use their visual<br />
merchandising as a trade mark that foot fall will remember.<br />
In store there is classic wooden flooring and bright lighting<br />
emphasising key product displays. There is a lot of shelving<br />
used to display products, the store is not cluttered.
VIVIENNE WESTWOOD LAYOUT<br />
JACKETS<br />
TILL<br />
JEWELERY<br />
SHOES<br />
• Vivienne Westwood<br />
FACE RANGE<br />
BAGS<br />
M<br />
ENTRANCE<br />
M
VIVIENNE<br />
WESTWOOD<br />
CUSTOMER PROFILE<br />
Vivienne Westwood have an affluent clientele who live a<br />
fashion orientated lifestyle. It is brand frequently pictured<br />
on red carpets and worn by celebrities.<br />
The consumer age varies for example, some well-off,<br />
upper middle class teenagers like to invest in jewellery.<br />
On the other hand older clientele tend to buy bags and<br />
clothing because they can afford more things.<br />
A typical customer’s yearly income would be over<br />
£60,000. Probably spending over £600 a month on<br />
clothing. They may also shop in other retailers like HUGO<br />
BOSS, Diesel and Flannels; which are all in a similar price<br />
range (rather than selling the same sorts of garment).
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