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