Primary research of american brands

We did some primary research into American brands, taking photographs in Westfield London of Banana Republic. We studied interiors and how the flagship store was laid out.  From the look of it, it was very well light and bright lighting; giving a fresh clean image. The overall colour scheme  of neutral tones gives a higher end, more glossy, effect for the consumer. The stairs going to the upper level  was an eye catching feature that drew the customers upstairs to further look at the products; a feature we feel could benefit UK LOFT stores. Another positive was the ‘focus points’ shown here is the jewellery stand, that becomes something customers focus on and can be tactile with the products. Creating a relationship between customer and item, improving the chances of a purchase.  Where I think Banana Republic where unsuccessful, was the amount of stock on the shop floor. It becomes intimidating and sometimes overwhelming, something we all felt when walking around the New York stores . LOFT talks about the client; ‘being at the centre of everything we do’ a value that consumers want,  yet by minimising the stock on the shop floor you can increase the feeling of unique and hand-picked clothes. The consumer will see this as a more personal shopping experience. Another problem with Banana republic, was the shabby fittings which gave a unprofessional  aesthetic the overall visual.

Another competitor  we looked at was, Hollister. The Westfield London branch is always busy with the target market that LOFT wish to tap into. The interior alludes to a club vibe including; the greeters on the door who act like ‘bouncers’, it being dark in store, pumping music, and a rope outside for queuing customers. All of this visual merchandising acts in favour of the company as the more people who get the feeling of being ‘special’ or giving them that feeling of ‘exclusivity ’ the more likely they are to purchase form that store. Another key feature of Hollister is the topless men out the front who you can talk to and have pictures with. This could arguably be a focus point (much like Banana Republic focus points) but this one can be shared via social networking sites (further boosting brand awareness) and can be kept as a memory of their shopping experience. Consumers will go to the store sometimes just for the pictures with the greeters.  This is something I believe that LOFT should try to emulate. With maybe a Twitter wall or a photo booth in store, whereby consumers can interact with the brand and can share and promote LOFT.

Phew!

Jodie xxxx