SHOP REPORT ( FRENCH CONNECTION )

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:

• United Kingdom

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.