well, the plan was visiting the selected brand 's store ( FRENCH CONNECTION ). I decided to do some research online about this brand and its history to get more familiar with it in order to manage a better report.
Actually it is a UK based fashion clothing founded in early 1970s. It became more infamous in the early 2000s for using FCUK in its advertising. Its stores can be found in over 60 countries all around the world. Its products include: clothing, accessories, watches, fragrances, toiletries, glasses, etc.
Some useful information can be found in the following links:
http://www.fashionencyclopedia.com/Fr-Gu/French-Connection.html
http://en.wikipedia.org/wiki/French_Connection_(clothing)
I visited the store located in oxford street where many people are passing every day so I think the location is one of its advantages.
Ambience and visual merchandising:
- The first thing I noticed when I stepped in was tidiness and neatness. At the first section of store, on the top of each rail a screen showing the model wearing the product can be seen.
- Minimal layout
- alternative music
- faint scent
Branding:
Information about the products such as care instruction can be seen on the swing tags. But there was something strange, I could not find the name of country the clothes are made in. The hangers were wooden with the name of brand on it. The staff were well trained and helpful. Actually, I personally think the number of staff on this specific branch was many.
Key shapes and trends:
- monotone and classic style.
- oversized and straight line.
- embellished eveningwear ( sequins ).
- limited clothing with prints.
- mainly dark colours.
Prints and Trimming:
- reptile prints
- geometric print
- floral prints.
- beads, sequins, lace, faux fur, etc.
Country of origin:
Changing facilities and service:
- The fitting room was quite small.
- The staff help you and take the clothes to changing room so your hands will not be full.
Regarding the customers I should say that most people in the store were over 30. But it is pointed in this link (http://www.frenchconnection.com/content/investor-relations/fashion-our-business.htm ) that their customers are between 18 to 35 which I am sure it is not true. The products are expensive compared to its competitors and quality. So I think people who have a job with good income can afford it and they should be normally over 25 at least. Also I believe that the style is not as edgy and trendy as its rivals such as Zara, Top Shop, etc.
The plan was visiting Selfridges after the morning lecture
we had on shop report including SWOT, which stands for strengths,
weaknesses, opportunities and threats. As the tutors had mentioned the subject
at the last session I did some research about how it helps a fashion brand.
Well, SWOT analysis helps you to understand the fashion marketplace and where
your brand stands within. I found
some useful information on the below link, which helps you understand SWOT
analysis better. There are some questions one can ask himself to find out the
strengths, weaknesses, opportunities and threats. There is also diagram software you can download it and use it
for your brand analysis.
We had a look at Selfridges high-end department stores on
Wednesday afternoon to get some idea about the shop report we need to prepare.
It was quite great experience. We went to womenswear section which is divided
to footwear and clothing. I was more attracted by fashion clothing. One can see
many famous designers’ work in one place. It helps you to compare their designs
better than visiting their stores separately. Each brand has their own style
and decoration but they were all pretty same in the quantity and quality. We
were supposed to find a piece of cloth, which fancy us then describe it.
Personally I am more interested in unique style of clothing. After walking
around the hall and watching all the beautiful designs we decide to go for an
imposing jacket designed by Comme de Garcons Japanese fashion label. 
