20 - 10 - 2011
LOCATION: H&M, Briggate/ Leeds
Surrounded shops:
- · Zara
- · Topshop
- · M&S
- · Debenhams
The fairest competitors would be Zara as shops are located next to each other
Windows and display
- · There are two main windows representing outwear collection for women and men
- · Tidy and clean, non propping
- · Well ironed clothes with clear price signs
Product placement
The shop has two floors.
First floor:
- · basics, part of accessories and brand line “Divided” (positioning for young consumers)
- · Aggressive price sign in RED color, to create buzz and lead customers to choose the best price
- · Well recognized SALE’s items, can be seen just from the entrance
Ground floor:
- Women, men and children wear, cosmetics and accessories
- New collections represented, therefore no connection with windows (as POS remains on the ground floor)
- Several mannequins to create buzz for the new collection
Space planning
Stores layout is divided into:
First floor:
- · Platinum zone – the newest products for “Divided” brand
- · Silver zone – basic wear and clothes for sale
- · Bronze Zone – accessories zone (e.g. Handbags, tights, cloth care products)
Ground floor:
- · The space is big and no clear wall barrier in cloth wear
- · Only can be recognized it’s divided by column placement
- · Fixture layout creates a 90-degree (known as straight layout), thus help to make a flow and manage space planning
Creative – In-Store visual merchandising
- · Vertical/ horizontal merchandising – used in accessories and cosmetics departments. It is eye catchy and easy to find.
- · Product blocking merchandising – used in all cloth wear departments
- · Wall fixture and shelving – used only in women wear. It is pleasant for the eye and draw attention to the display of highlighted product