London Shop Report

London Competitive Shop
Report
By Charlotte Wetton

Exterior:
When visiting the Ted Baker stores on both Covent Garden and Oxford Street
during the time that I was in London, I noticed that compared to previous years
the window displays were not extremely humorous or quirky. The christmas
theme was a lot more sophisticated and unusual for Ted Baker advertised
several of there products such as mens suits and accessories such as bags and
belts. Similarly both of the store windows followed the exact same traditional
christmas theme with a gold and red colour scheme that contrasted well with the
vintage style gold tables and shelving units holding the products in the display.
Ted Baker used mannequins within their windows this year possibly to promote
new and upcoming winter trends such as occasion christmas party wear
including suits and dresses, they also promoted the christmas season with their
slogan “up to your antlers in gifts” suggesting a promotion for new products
suitable for christmas gifts. This years exterior window also did not include
technology or interactive features similarly to previous years.

Interior:
As I entered the Ted Baker stores, I particularly picked up on the vintage aroma
shown throughout the shop floor, this included the use of old style furniture and
props such as a large red piano collected with glass cabinets and coat rails which
promoted several of their seasonal products such as hats and scarves. Throughout
the store the lighting and colour schemes were extremely dull and old fashioned, for
example the use of dark wood panelling on the walls gave it an antique feel that
looked effective with the contrasting bright colours of the products and use of
modern LED lighting and signage. Most of Ted Baker’s merchandise was grouped
in particular sections and colour depending on the season it is intended for or the
collection it is required for, for example occasion wear was collaborated with
dresses and heels in the women section and suits and smart footwear in the mens
section. Within the store, the fixtures and fittings were extremely quirky with odd
pieces of furniture that didn't match displaying trousers an garments on them. In
store there was two separate floors one with menswear and the other womenswear,
both situated with fitting rooms and tills on each floor.

Fashion trends:
During the time that I visited the Ted Baker store was within the autumn/winter
season, therefore many of their garments and collections were co-ordinated
to the season meaning the colour schemes were darker and less floral to the
summer collections. Also the style and fabrics used for their products were
more suited for the winter season meaning wool coats and jumpers were
extremely popular in store. Ted Baker’s winter collection was shown to be
more subtle with less floral embellishments and contrasting colours
suggesting a representation to their more sophisticated brand identity.

Exterior:
When visiting the Anthropologie store on Oxford Street I noticed that the exterior of
their store was extremely christmas and seasonally themed with it’s frosted/snow
covered window enclosing a homely display of christmas trees made from wired
racks and baubles available to buy. They also included retro copper instruments
within their window displays creating a feel for the vintage and quirky theme of the
store inside. Unusually the store did not have any signage on their windows and
took pride in advertising their products only, in a seasonal themed way.
Anthropologie used several pieces of furnishings from the home section of their
store as well as including small accessories such as glasses and plates to finish off
the homely living room look they were looking for. The stores window display was
extremely original and cosy however was nothing out of the ordinary in terms of
technology and interaction, however it presented their brand identity extremely well.

Interior:
As I entered the Anthropologie store I was particularly drawn in by an eye
catching central piece in the store, this was a large hanging feature made of
large traditionally christmas coloured bells and baubles. These hanging
features were present in multiple areas around the store, some situated with
mannequins surrounding them and others hanging above old pieces of
furniture topped with some of their merchandise. Moving to other floors within
the store I noticed the retro 1970’s wooden theme was extremely continuous
throughout the store as a whole, with extremely floral wallpapers contrasting
with the dark pine wood flooring and furnishings in the home departments.
Furthermore the lighting and colour scheme throughout the store differed
within each department, for example the womenswear section had dimmed
lighting and a bottle green and silver colour scheme throughout its
merchandise, whereas the homeware department was a lot more vibrant with
floral walls and a deep purple colour scheme in the show rooms.

Fashion trends:
The fashion trends throughout the Anthropologie store were extremely quirky
and original, similar to the store itself. Throughout the shop there were many
collections suited to the upcoming season of winter including mannequins
finished with winter accessories such as scarves and coats. Also, within the
store many of the furnishings and mannequins were laid out in outfits with key
items to finish the look such as outstanding fur coats and traditional wool
cardigans, many of these looks were presented with similar product colours
that contrasted well with one another. Finally, the layout of the stores clothing
collection was extremely organised and easy to purchase which therefore
presents their brand identity as a whole.

Exterior:
When approaching the & Other Stories on both Covent Garden and Oxford
Street I noticed that the surrounding windows did not follow a particular
seasonal theme or any link to christmas at all. The surrounding exterior walls
and window panels were decorated with fairy lights and hanging features for
the christmas switch on however the windows themselves were particularly
focussed on the merchandise itself. For example the window displays were
complete with 2/3 mannequins and accessories positioned on white boxes in
different heights and with formal balance, the colour scheme throughout the
windows were extremely clean and basic with mostly white and neutral
coloured clothes. On the other hand, few of the windows had key features of
the traditional christmas colours within them, for example some green and
white products where spotted, but overall the exterior of the store was
extremely simplistic.

Interior:
As I entered the & Other Stories store I was extremely surprised by the layout of
the interior of the store, with it’s monochrome flooring and sleek furnishings. It
has a clean and clinical feel with bold geometric designs such as the grey and
white chequered flooring. Unlike both Ted Baker and Anthropologie this store
presents their garments and merchandise in a more modern way with using
white rails and shelving rather than vintage furnishings like the other stores. The
lighting and general feel within the shop was extremely bright and vibrant also
adding to the clinical feel of the store. Within the store there was several floors
each located with fitting rooms and tills or customer service desks, however
there was little interaction with technology and online shopping available in
stores similar to this one. The general grouping of the merchandise in the store
was in collections depending on their colour and type of product, for example
jumpers and coats were hung together on the rails nearest the door, whereas the
beauty and home products were in a collection of their own at the back of the
store nearest the tills.

Fashion trends:
Whilst I was in the & Other Stories store, I noticed that similarly to the actual
inside of the store, the fashion trends within the garments were also very
neutral and basic with simple colour schemes, these were tied together with
one vibrant piece within the mannequins to make the outfit appear eye
catching and unusual. Unlike Ted Baker their garments were not particularly
on tree and did in fact suit an older target market of people aged 30-40 due
to the basic and standard designs of their clothes, however these products
very much suited the overall brand identity of the store.

Conclusion
Overall, this competitive shop report has shown me that all three stores; Ted
Baker, Anthropologie and & Other Stories, are particularly similar in terms of
there target market and seasonal themes. All three are high end stores that
take pride in delivering high quality products to their customers. Both Ted
Baker and Anthropologie are known to present their merchandise in a more
vintage and retro way that suits their quirky and old fashioned brand identity,
whereas & Other stories on the other hand provides a more clinical and tidy
atmosphere to the shopping experience which expresses it’s brand identity
as a whole. Similarly, all three use the same merchandising techniques when
formatting their products in store on furnishing such as tables and rails.