Firstly I took a trip to French Connection, as planned in my previous post, and was expecting great things as I've never visited the Southampton store, but I have previously shopped in the Newcastle Metro Centre store. In Southampton I was disappointed.
The store was tiny and even in the small space was split equally between Women's and Men's wear. I didn't feel inspired in the store. There was only 2 different pairs of women's jeans, and no other denim products. I felt that for the success of my coursework, I needed to choose another store to be the competitor for my main store- Next.
So I took a walk around West Quay shopping centre and my attention was attracted into Marks and Spencers by a seemingly new (and quite good) display. Walking around I soon found the denim section, which appears to have had a revamp. I managed to take the following pictures on my camera phone:
This display highlights the different styles of jeans available
This stand was close by the display above, further educating the customer on the different shapes and styles available.
The rails feature tabs at the top, ensuring the customer find thier preferred style of jean easily.
Large wall display featuring the product. Aspirational for customers, and also appealing to a younger market.
Floor feature, displaying the denimwear with other products from casual wear, from the INDIGO Collection. Interestingly shaped mannequinn and way of hanging the jeans in the box-like rail (towards the back of the image).Overall, I was suprised with what I found in Marks and Spencer; I didn't expect there to be the selection of denim wear that there was, nor did i expect the visual displays or the customer guidence in shape and style selection. Therefore, I have decided to change my competitor company, from French Connection, to Marks and Spencer.
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