Oxford Street
Oxford Street is in central London and is arguably the most famous shopping destination there. It contains a wide variety of mainly high street shops, including Topshop and Pull and Bear.
The largest Oxford Street Topshop has modern architecture, a very stylish product, and excellent visual merchandising. Alot of effort goes into creating window displays, which contain lighting and mannequins wearing the product. The way the shop looks clearly shows the brand image and values, for example that it is aimed at the younger consumer, and that it clearly follows catwalk trends.
Selfridges is a highly famous department store located on Oxford Street, and is the second largest shop in the UK after Harrods. Founded in 1909, the architecture is far less modern than Topshop. Inside the store, there are sections which are either high street or designer. Products offered vary from Primark to Louis Vuitton and Chanel. The visual merchandising in the store varies widely and greatly contributes to the atmosphere., However, it definitely fits with the brand overall and the individual brands displayed inside Selfridges. Selfiridges takes great care with window displays, and are famous particularly for its Christmas ones. From past experience, service from staff is excellent in this shop.
Consumers in this area and in both of these shops vary widely. On the actual street, there are a high number of tourists due to this destination being so famous. In Topshop, there seems to be a younger consumer than Selfridges. Due to the vast majority of Selfiridges brands being high end, the consumer here is possibly slightly older and may have more disposable income available.
Regent and Bond Street
Accessible from Oxford Street, the atmosphere in these areas tends to be very lively and sophisticated. These areas have a large concentration of designer brands, including the new Burberry store on Regent Street, which is the largest Burberry shop in the world:
''Upon entry into the store, a huge screen complete with speakers and stage is there to welcome you. There may even be a live acoustic set, showcasing the best of Britain’s new emerging artists. This is the epitome of shopping in style.''
This new highly advanced Burberry store reflects the brand's up to date values, and the interior and staff both reflect the luxury elements of this iconic British brand. Architecture seems to be a renovated older building, perhaps relating to the fact that Burberry was founded in 1856, but is now a modernised and incredibly technologically advanced brand, particularly in this shop. Service is exceptional, as would be expected with most luxury fashion houses.
On New Bond Street, the American high street shop Victorias Secret has recently opened. Featuring large screens showing catwalks, and featuring outfits worn by models such as Miranda Kerr in window displays, this brand takes great care over visual displays. The large flagship shop mainly features young females, from about the age of thirteen.
Both of these shops are different and yet also similar. The standard of the interior is incredibly high in both, yet highly different in style. For example, Burberry is far more sophisticated in design and colour due to the use of relatively neutral shades, compared to Victorias Secret's contrast of black and bright pink. Consumers in Burberry seem to be far older and more well off.
Carnaby Street
This area is trendy and young and features a wide variety of shops, including Cheap Monday, Diesel, The Kooples, Vans, and Levi's. Compared to Oxford Street, there is a lower amount of tourism in this area, and people tend to be younger. Consumers are often highly stylish, and often make statements with their choice of outfit. All shops in this area tend to make statements with window displays, for example one shop creating a Christmas tree from socks. The atmosphere here is far more relaxed and architecture tends to be modernised old buildings.
Emily Clay
No comments:
Post a Comment