always expect the unexpected when it comes to Harvey Nichols..
Bench assembled from books
Tree shaped by pencils
Piano constructed from cassette tapes
Ferrari created with plastic horses
Hammer made from nails
Tuesday, 26 October 2010
Harvey Nichols Windows: London August 2010
Sunday, 24 October 2010
Saturday, 23 October 2010
Research Trip: Nottingham 22/10/10
Stores visited:
House of Fraser
John Lewis
Hugo Boss
Paul Smith
Reiss
Flannels
Vivienne Westwood
Oxfam Boutique
The Charity Shop
Cashe
Interview conducted with Flannels womenswear sales assistant:
What brands do you sell?
Gucci, Prada, Miu Miu, Malene Birger, Mulberry, Moschino, Sonia Rykiel, Theory, Joseph and many more.
What are your best selling brands for the younger consumer?
Theory, Sonia Rykiel & Joseph.
What is the average age of the customer?
Have an older customer base in Nottingham but Flannels in Birmingham definitely caters to a younger customer. Here in Nottingham there is not much competition for the older woman customer.
Lots of lookbooks and promotional material was collected which we will be collating in our research file.
We discovered that none of the stores had particularly creative visual merchandising. Hugo Boss was a very standard 'designer' store, with white interiors and a spacious floor.
We concluded that the department stores HOF and John Lewis had very bad visual merchandising which was really unappealing to the customer, the fixtures and fittings in both stores were old and rough around the edges.
Reiss vm was quite interesting and the store smelt very nice but again the vm was not anything out of the ordinary. Although perhaps as fashion students who have studied vm and have travelled across New York, Paris, Milan, and London, we have seen much more spectacular vm than the average customer so now expect more.
The flagship Paul Smith store is renowned for it's layout within the old country house. The unique artwork that graces the walls makes the store a pleasure to walk through as well as the architecture of the store itself. The way in which the clothes were merchandised was interesting yet shoppable.
Flannels is much bigger inside than what would expect from the outside view. The VM once again was quite standard and had obviously taken it's inspiration from the likes of Selfridges and Harvey Nichols - clothes divided into brands separated from one another. The store environment was pleasant and welcoming.
The Nottingham Vivienne Westwood store is placed within a small arcade, difficult to find unless you had been directed to the store. Upon entering you are immediately hit by the scent of Vivienne perfume and the sound of recent chart music. The store layout is interesting but the visual merchandising lacks imagination. For a brand which is renowned for it's British heritage, the Harajuku/Tokyo theme was screaming out through the products.
We also visited the Oxfam Boutique and The Charity Shop for inspiration on visual merchandising. The stores were both quite kitsch but inspiring how they had made the second hand clothes look appealing rather than drab and old. The Charity Shop makes great use of it's small premises and has a certain vintage feel to it.
Finally we visited a childrens boutique named Cashe. The shop was small yet inviting with individual brands lookbooks scattered across the shop. It was easy to shop with many forward facing pieces and clothes laid out in branded sections.
House of Fraser
John Lewis
Hugo Boss
Paul Smith
Reiss
Flannels
Vivienne Westwood
Oxfam Boutique
The Charity Shop
Cashe
Interview conducted with Flannels womenswear sales assistant:
What brands do you sell?
Gucci, Prada, Miu Miu, Malene Birger, Mulberry, Moschino, Sonia Rykiel, Theory, Joseph and many more.
What are your best selling brands for the younger consumer?
Theory, Sonia Rykiel & Joseph.
What is the average age of the customer?
Have an older customer base in Nottingham but Flannels in Birmingham definitely caters to a younger customer. Here in Nottingham there is not much competition for the older woman customer.
Lots of lookbooks and promotional material was collected which we will be collating in our research file.
We discovered that none of the stores had particularly creative visual merchandising. Hugo Boss was a very standard 'designer' store, with white interiors and a spacious floor.
We concluded that the department stores HOF and John Lewis had very bad visual merchandising which was really unappealing to the customer, the fixtures and fittings in both stores were old and rough around the edges.
Reiss vm was quite interesting and the store smelt very nice but again the vm was not anything out of the ordinary. Although perhaps as fashion students who have studied vm and have travelled across New York, Paris, Milan, and London, we have seen much more spectacular vm than the average customer so now expect more.
The flagship Paul Smith store is renowned for it's layout within the old country house. The unique artwork that graces the walls makes the store a pleasure to walk through as well as the architecture of the store itself. The way in which the clothes were merchandised was interesting yet shoppable.
Flannels is much bigger inside than what would expect from the outside view. The VM once again was quite standard and had obviously taken it's inspiration from the likes of Selfridges and Harvey Nichols - clothes divided into brands separated from one another. The store environment was pleasant and welcoming.
The Nottingham Vivienne Westwood store is placed within a small arcade, difficult to find unless you had been directed to the store. Upon entering you are immediately hit by the scent of Vivienne perfume and the sound of recent chart music. The store layout is interesting but the visual merchandising lacks imagination. For a brand which is renowned for it's British heritage, the Harajuku/Tokyo theme was screaming out through the products.
We also visited the Oxfam Boutique and The Charity Shop for inspiration on visual merchandising. The stores were both quite kitsch but inspiring how they had made the second hand clothes look appealing rather than drab and old. The Charity Shop makes great use of it's small premises and has a certain vintage feel to it.
Finally we visited a childrens boutique named Cashe. The shop was small yet inviting with individual brands lookbooks scattered across the shop. It was easy to shop with many forward facing pieces and clothes laid out in branded sections.
Tuesday, 19 October 2010
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