INITIAL MARKET RESEARCH
High end
Karen Walker;
Image source: http://shop.karenwalker.com/products/awe-inspiring-coat
Image source: Myself
Assortment of merchandise: Items were hung nicely on racks by quality, wooden hangers, often with just 2 or 3 different sizes. Jewellery in a glass cabinet in the middle of the store/around the till.
Variation of merchandise and products available: There was a variation of styles of clothing, as well as nail-polish, perfume, jewellery, shoes and handbags. All items womans only.
Price point: The caramel jacket pictured above was priced at $1,015.00. The navy blazer was $935.00.
Layout and atmosphere of store: Store was very tidy and had no clutter or mess, it was also very spacious. Soft, background music was playing, the store was warm and had a warm feel to it - mostly due to the lighting. It was very calm and felt very sophisticated and just a nice place to be.
Customer service: We were greeted after a few seconds in the store.
Amount of customers: It was quite busy at the time when we were leaving, around 10-15 people in total which made it somewhat crowded compared to our first impression of spaciousness.
Country of origin on label(how many different countries identifiable):
consider how this affects the product development process, cost, quality, lead
time, travel /pollutionThe topshop label says made in Bulgaria, Karen Walker is designed in NZ.
Garment practicality and functionality: The caramel jacket was very warm, with a quality mid-heavy weight flannel/felt fabric, it didn't have any pockets or a hood which are often key points of jackets. The navy blazer had 'fake' pockets. Along with the topshop jacket having no pockets or hood, it also didn't fit very well, and being a size 6 I thought it would fit me nicer. It wasn't a very warm fabric but had a nice quality embroidered fabric.
How important are current trends(at what level is this apparent): Trends are an influence, but at the same time Karen Walker seems to try to make the trends as appose to copy them as such, the label has it's own aesthetic which it sticks to.
Range of sizes & colours offered in same styles: Very minimal colour palette, garments not offered in numerous different colours, only 3 different garments on the racks, so not many duplicates either.
Additional: Nice atmosphere, warm, spacious store. Clothing commands respect with layout and 'eliteness' influenced by the overall atmosphere.
Good as Gold
Image source: http://www.distantroom.com.au/handsom-wool-over-coat
Image source: Myself
Assortment of merchandise: Nicely laidout store, jewellery in the center of the room in a glass cabinet and clothing around the outside of the store.
Variation of merchandise and products available: Both men and woman's clothing, handbags and shoes. Only about 3 different sizes of each garment hung on the racks.
Price point: A simple silver necklace with silver skull on the end was $405. The jacket pictured above is $295.
Layout and atmosphere of the store: Store was tidy and clutter free, it was quite open and light and
Customer service: Were greeted by staff as soon as the store was entered.
Amount of customers: Not a very busy store at all, only around 5 other customers.
Country of origin on label: 'Handmade in china'
Garment functionality and praticality: Jacket is of a heavy weight and has bound seams, with different linings and textures of fabrics - is of a very nice quality and feel.
Other garments in the store had extra panels for warmth and aesthetic.
How important are current trends(at what level is that apparent): Current trends were important but they have been specific in which trends they take into their store, has a laid back, effortless aesthetic.
Range of sizes and colours offered in same styles: Only around 3 of each garment, so just one item in each size was in store, and not many garments had different colour choices available.
Additional:
Superette
Image source: http://www.superette.co.nz/odette-knit-jumper-wisteria-32211.html
Image source: Myself
Image source: http://www.sassandbide.com/eboutique/dresses/short/free-styling.html
Image source: Myself
Assortment of merchandise: Merchandise is displayed around the outside of the store, as well as in the center in a glass cabinet.
Variation of merchandise and products available: Both men and woman's clothing, shoes, candles, jewellery and some lipbalms available.
Price point: The Maurie & Eve jumper above is $229.00. The sass & bide dress$860.00
Layout and atmosphere of the store: Nicely laid-out store, jewellery in the center of the room in a glass cabinet surrounding the tills and clothing around the outside of the store.
Customer service: Customer service was okay.
Amount of customers: No other customers were in store.
Country of origin on label:
Garment functionality and practicality: The jumper is not very practical to be worn as modelled, it has cut outs in mesh for aesthetic purposes, but this is not functional to keep the wearer warm. The dress is piratical and is also of a very high quality, with the metal being sewn on carefully and is of good quality.
How important are current trends(at what level is that apparent): Current trends are influential, but these brands try to make trends as appose to follow them to a T.
Range of sizes and colours offered in same styles: Garments were hung in sets of 3, so only one of each size was displayed. Garments weren't generally available in many colours, with the exception of shoes being available in a few different colours.
Summary of high end stores: They were all generally laid out the same, with the jewellery in a glass cabinet, the clothing hanging around the outsize of the store on nice quality coat hangers, garments were usually in sets of 3-4 and generally didn't have the option of many alternative colours.
Stores were tidy and clutter free, staff were friendly and atmosphere all felt very high end/elite.
Middle Market
Glassons
Image source- http://www.glassons.com/product/Contrast-Sleeve-Coat?i=CL18803WOL&v=22853899
Image source: Myself
Assortment of merchandise: Merchandise is displayed around the outside of the store, as well as in the middle, the center, anywhere that they could fit the clothes they had them placed, whether that be folded on tables or hanging etc. Racks were very crowded and packed full of clothes.
Variation of merchandise and products available: Clothing, shoes, jewellery, bags,
Price point: The products in this store were priced between $20-150.00. The black and grey jacket pictured above was $150, which I think is very expensive for something from this store.
Layout and atmosphere of the store: Clothes were folded, hung and placed everywhere in the store. They were focused on getting all of the product on display. Jewellery and bags were hanging up in multiples as appose to singular.
Customer service: The customer service wasn't very good, they weren't as concerned with the customer.
Amount of customers: There were plenty of people coming in and out of the store.
Country of origin on label: Made in china
Garment functionality and practicality: Garments were practical but were not tailored very nicely to fit the body, they were more boxy and simple. The black and grey jacket pictured above did not fit my body at all, it had no shape and was very boxy and also had fake pockets on the front, so would not be functional for winter wear as it would not keep your hands warm.
How important are current trends(at what level is that apparent): Trends are very important in this store, they are constantly trying to keep up with the trends and this is reflected in the high volume of stock.
Range of sizes and colours offered in same styles: The garments in this store are a lot of basics, they are mostly very similar cuts and styles with just different colours and prints and applied designs, they also have a lot of different sizes in each colour, pattern and print.
Cotton On
Assortment of merchandise: Merchandise is displayed around the outside of the store, as well as in the the center, basically anywhere that they could fit the clothes they had them placed - whether that be folded on tables or hanging etc. Racks were very crowded and packed full of clothing and shoes.
Variation of merchandise and products available: Clothing, shoes, jewellery and bags were all on offer in multiples.
Price point: Cotton on is a bit cheaper than glassons, with the jacket pictured above being___
Layout and atmosphere of the store: The store was VERY very loud, the music was pumping to the point that you couldn't have a normal conversation without yelling at the person next to you - it was like you were in a club.
Customer service: I did not have any contact with the staff members the whole time while in store.
Amount of customers: There were not many customers in store, it was quite empty.
Country of origin on label:
Garment functionality and practicality: Garments were practical but were not tailored, they were very boxy and had no shape. The fabrics were thin and flimsy, and were of a very low quality, which I would expect to be out of shape after one wear. There were not many winter garments, and was a very small choice of jackets, I could only find 1 or 2.
The jacket above was a size small but did definitely not fit me at all, it was quite large
How important are current trends(at what level is that apparent): Trends are very important in this store, they are constantly trying to keep up with the trends and this is reflected in the high volume of stock and the very low quality of clothing and construction.
Range of sizes and colours offered in same styles: There are many many different garments in store, but there was not much variation in fabric - lots of cotton and simple designs and little to none hardware/metal.
The jacket above was offered in many different colours with about 10 of each colour on the racks.
Additional: As you can see in the image above of the sleeve, the quality wasn't very good and the lining a lot too big for the garment, causing it to hang out of the sleeve.
Summary of middle market stores: These stores were both very similar, not much garment variation, quite bad customer service and both had a lot of stock for such a small amount of space. These stores were not inviting and did not leave you wanting to go back again, or spend much time in there.
Quite like the collar on cape #1. The high neck on 2 & 4 and the angular line on 5.
I really like how this cape looks more geometric because of the contrasting fabrics - a good idea to bring into my collection to represent the juxtaposition of Tauranga and Wellington?
