Shops at Matches and Liberty
Knows her style and shape and shops with this in mind
Will not just buy something if it is cheap has to have all the right elements
Will not just buy the dress in the window
Tuesday, 30 November 2010
Customer Profile - Older Woman
Customer Profile - Vintage Boy
Maybe he is a photographer/ in a band
Loves Dr Martins
Rolls his jeans up at the moment
Has a quirky hairstyle
Despises the All Saints Man
Customer Profile - Vintage Girl
Has a blog, which shows her wearing her vintage finds
Thinks her style is totally individual
Has a very patterned oversized granny cardigan
Maybe pops into Topshop every now and again but prefers Urban Outfitters as she thinks the pieces are more individual and also likes their vintage sections
Maybe she finds the Urban Outfitters vintage section over priced
Loves rummaging in charity shops
Customer Profile - High Street Girl
Tries to look as fashionable as possible on a budget
Might even save up for certain luxury items like a bag/ purse or shoes
Looks to celebrities for inspiration
Reads Vogue for direction but also look magazine for more affordable items
Shops and lot in order to keep her style up to date
Maybe even a new item every week
Knows a new product when she sees in top shop, she is such a regular
Shops online as well and in store
Customer Profile - All Saints Man
Loves the fact people can tell what brands he is wearing as soon as the see him
Loves going to the gym and shows off his muscles in a tight v neck t-shirt
Also wears G-Star, Lyle and Scott and maybe Topman
Check shirt in the day
Customer Profile - Modern Man With An Interest In Fashion
Shops a B Store
Hates the All Saints Man
Maybe he is a graphic designer
Probably a DJ at night, sometimes
Very fashionable girlfriend
Maybe he is a graphic designer
Maybe he is 25-35
He reads all the right fashion magazines and thinks he is very stylish
Gets his inspiration from magazines, blogs and online shops.
Customer Profile - Celebrity
Wear high street but does not necessarily shop in high street stores. Instead it is more likely that Topshop send her clothes for free. As soon as her fans see her wearing that top/ dress/ coat they run out and buy it and feel like a celebrity.
Customer Profile - Russian Billionaire
Shops at Dover Street Market and spends £50,000 to £100,000 in one go.
Might also shop at Colette
Does not shop at Selfridges, as that would mean rubbing shoulders with normal people.
Loves the exclusivity of Dover Street Market and is treating incredibly well by the staff there.
Saturday, 20 November 2010
Acne, Dover St W1
Music is on there own radio station
What is the difference to Dover Street?
Who is the customer?
18-40 age range
price £80- £2000 mostly around £300
Acne by Lucy the sales assitant “simple. Creative. Chic.”
Customers >wants to be edgy??
NEED TO BETTER DEFINE CUSTOMER!!
>people come just for denim
>basics
>for leather
something for everyone
celebrities
>beckhams and daisy lowe
builing used to be an art gallery > Helmet Lang sculptures stand next to rails of clothes
simple clothes > are art
is it the older all saints customer??
Dover Street Market, Dover St W1
Art and fashion
Snooty shop assitants?
How many people are shoppers or just having a look?
Need to make there sales! Hurry up the time wasters to make room for the real shoppers
Selling a lifestyle
Don’t advertise but do put there name out there…… how???
http://www.notjustalabel.com
What does the company say about itself?
NOT JUST A LABEL ("NJAL") is the leading global business directory for showcasing avant-garde fashion designers of today, nurturing the upcoming talents of tomorrow. It provides an outlet for talent to blossom; a place where visionaries meet collaborators dedicated to the creative spirit of fashion. The platform targets the most exciting avant-garde fashion designers, providing a stage where collections are showcased online. Numerous designers have already been discovered by international press and recruited by renowned retailers and prestigious fashion houses via the NJAL website.
Through an unlimited global showroom, matching demand and supply with individuality, creativity, diversity and talent, NOT JUST A LABEL provides a free tool that can be used by designers to present themselves along with their collections and sell them on a global basis. This is a unique way for industry participants and fashionistas alike to access the ideas of tomorrow’s designers.
The use of NJAL is completely for free for designers. NJAL's focus is to support designers and to spark a rethinking in the industry. The online shop revolutionises the way retailing works, giving designers the opportunity to cut out expensive middlemen. NJAL takes a commission off the retail price for all sales made through our platform; taking care of all administration and security NJAL sells on a global basis connecting end consumer and creator, providing designers with a flexible sales opportunity and a way to increase earnings due to a higher profit margin.
As a unique network of like-minded individuals with a profound sense of trendsetting, NOT JUST A LABEL also offers a rare opportunity to reach and interact with a global community of opinion makers. We offer a wide range of cooperation opportunities for companies, schools and media, both on our site and at related fashion events.
If you would like more information about NOT JUST A LABEL please contact us. Be part of it…be a black sheep yourself
The company talks about how by designers using this website it helps to make the price of the clothing cheaper.
http://www.net-a-porter.com
What does the company say about itself?
"NET-A-PORTER.COM is the world's premier online luxury fashion retailer.
Our award-winning website, presented in the style of a fashion magazine, offers the style-savvy customer exactly what she wants - unprecedented access to the hottest looks of the season from international cutting-edge labels via worldwide express delivery.
Since launching in June 2000, NET-A-PORTER has successfully established itself as a luxury brand, with impeccable packaging and unrivalled customer care.
The pages of NET-A-PORTER feature high fashion editorial, updated weekly with new content and product, which is viewed by over 2.5 million women each month."
http://www.oki-ni.com
What does the company say about itself?
Nearly a decade on, the concept of oki-ni has evolved but our ethos has remained. The drive to discover and break the most inspiring products available, while them in an enviroment true to us, is still our main focus.
oki-ni is group of young, enthused, product focused individuals led by three directors with over 50 years combined expeience.
We love product, music and style.
Bluebird, Kings Rd SW3
Bluebird
Mix of fashion
Lots of props
In the front of the door way there are lots of mannequins
Furniture and books
Loads of lights
Lifestyle > food store and café attatched
You don’t have to have a style
>ready made outfits > uniform
arty rich people (Chelsea) well presented
is the blue bird customer the grown up richer urban outfitters customer???
Matches, Ledbury Rd W11
Expensive
Luxury brands
Very fashionable
Website (similar customer as net-a-porter)
Wednesday, 17 November 2010
Topshop, Oxford Street WC1
Make up/clothes/ shoes/ café/ salon
Very busy
Range of price
Personal stylist available
Loads of advertising
Strive to get celebs to wear clothes so fans will go and buy the same
>big money maker
Oxfam Boutique, Westbourne Grove W11
Nothing is wasted
60’s music
smells vintage
white walls
wooden floor
clothes on rails around the outside of the room
shoes in the middle of the table
clothes divided in to types of clothes; dresses, jumpers etc
store has been an Oxfam for a long time
been a boutique for a few years
price range £3-£250
very affordable
Will take and donation but then the less desirable items are sorted out and sent to other oxfams
Even if clothes are completely crap fabric is used.
Browns, South Molton Street W1
Liberty, Regent Street W1
Selling a Lifestyle
Range of people
>rich/ poor/ creative
Department store
Tourists
Dark with spot lights
Feels like a village shop
Tuesday, 16 November 2010
Thursday, 11 November 2010
Urban Outfitters, 38 Kensington High Street
Vintage feel > feels like one off amazing finds but really alot of people have it
Large store
Interesting walls and stands > music sheets covered walls
There was a bike next to clothes
Very “creative”
Hoxton Boutique, Hoxton Steet
White walls and floors
Vintage feel
Tidy and messy at the same time
Books/ clothes/ jewellery
Which labels does it sell?
History
Have a blog?
Selfridges, Oxford St. W1
Multi branded store
White walls
Lots of events happening where celebrities come to sell there things
>Katy Perry - perfume
>Gino D’Acampo – cook book
>Frederic Fekkai – stylist
Luxury brand mixed with high street
>chanel and office
lifestyle
>clothes
> food
>home items
>electrical
>kids toys
a lot of the shop separated into little cubicles
something for every age
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