SWOT Analysis:
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.
These questions on the website and diagrams give you a clear image of what
you need to do. I realized how I can sort out SWOT analysis on the shop we picked. It
is also suggested to do SWOT analysis for your brand competitors so you will be
able to develop your career better.
Selfridges:
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.
I admire the whole collection of Comme de Garcons in
Selfridges and I believe that no one can pass them without noticing. I realized
that our classmates got interested in this collection. The key trend was quite
obvious: black colour, volume, exaggerated proportions, layered pieces, multi fabrics and
structural. The key shape is oversized and A line.There was no prints and the only trimmings were zipper, zip pull,sequin,poppers and belt buckle. The brand and designer name
can be found on the swing tags. The jacket is made in Japan. It is a combination of different fabrics such as faux fur, leather, wool, linen, nylon, cotton,
rayon and polyester. Embellished fabric (sequins) is used in some parts of the sleeves.At this special brand i did not see any staff around, just at the end a lady who passing noticed us and warned us not to take pictures and put your pens in your bags.
the atmosphere of the department store was quiet, especially in upper levels where clothing sections locate, not many people walking in the hallway.Light music could heard everywhere around the shop.The lay out was tidy and clean, the light was appropriate and enough. of each garment only two or three pieces were seen on the rails.
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