In the strange world between day and night, asleep and awake, a battle is underway, from underwear to outerwear, for the hearts and minds, for the pennies and the pounds, that make up the slumbering giant that is loungewear. –
Famous for its half-in half-out life-size plastic cows, catching by surprise the passer-by, herding them helplessly into the green pastures of impulse grazing, the power of Ale-Hop lays in its meticulously constructed category assortment. No hollow gesture, Ale-Hop literally-
Tiger has been slowly prowling the streets of the world for a while, with its irresistible proposition of impulse product, low prices and beautiful, attractive designs.
Come with us to its first central London store…
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Tiger, with its impulse offer and low prices, is thriving and turning up not only in secondary locations and low-rent backwaters but on some of the most expensive streets in London. After a trial in Tottenham Court Road, the Danish destination has opened its doors on Oxford Street, rubbing shoulders with value giants such as Primark and Sports Direct.
Rather than changing its spots, Tiger is earning its stripes converting the passing pedestrian in huge numbers, filling their baskets to overflowing with everything from drawing pins to rolling pins, toilet to paint brushes, dried spices to coconut ices.
But this stalker of the unsuspecting is no stranger to breaking convention, creating impulse assortment, creaming the easy sales, unburdened by the necessity to create unwieldy assortment widths, chasing choice that the modern shopper cannot cope with.
In common with cross-sector stars such as Lidl and Aldi buying narrow but buying smart is a formula that works both far and wide.
The new 5th avenue store is as impressive a brand statement as you could ever wish to see. The store is spread over 4 floors which are used to create a jaw-dropping entrance where the full store height is awash with colour and excitement.
The customer is taken on a definitive journey, firstly up 3 floors on an escalator into the sky. The customer then enters the main store through an illuminated corridor where best sellers, classics and image makers are presented with enticing graphics and flashing LEDs.
The collection is displayed through a series of rooms where the product grouping is still largely in the traditional Uniqlo categories.
However silhouettes are brought together on mannequins and focal displays and the collection also includes coordinated themes for women.
Hero categories have special status such as the mezzanine floor dedicated to the Uniqlo T-shirt and displays in museum fashion all of the designs and characters that have been used on the T-shirts over its history.
Uniqlo is developing a multichannel presence where its focus is currently to create an international fashion community.
On websites and mobile platforms an international audience recommend and model inspirational ways that customers can mix and coordinate the range of Uniqlo classics and new fashion pieces.
Although its original stores were only 100sqm its concept has blossomed to become “Fashion Wonderlands” of over 9000sqm. These huge stores are segmented into a variety of sub-brands and departments.
Forever 21 for the original assortment of women’s and junior’s clothing, accessories, active wear, swimwear, lingerie, handbags, and shoes. Forever 21+ carrying women’s apparel in extended sizes. Love 21 with contemporary lines for women with styles more suited for women 21 and older. Forever 21 Girls for girls moving into their pre-teen sizes & 21Men, fast fashion and suited style for men.
The vast spaces are used to create retail theatre through the use of extravagant and extended mannequin focal points, introducing each area with distinctive and eye-catching colour, pattern and displays.
Whilst the store has been built arrange jaw-dropping category displays with endless racks of dresses, blouses, T-shirts, trousers, denim and every other kind fashion apparel, the retailer has worked hard to create outfits and silhouettes, brought together with its individual and distinctive taste for coordination.
Stand-out departments include the accessories area with its “boutique” atmosphere and the wonderfully extravagant fixtures with crystal chandeliers and oversizes lampshades.
Sweet music for sports brand fans in the site of the old HMV on Oxford Street as Sports Direct opens its new flagship store. The discount sports brand retailer has big stores already but this three floor testament to sporting testosterone celebrates every activity from fitness and training, through to trekking and fishing with a sizeable assortment of fashion thrown in for good measure.
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The discount sports brand retailer has big stores already but this three floor testament to sporting testosterone celebrates every activity from fitness and training, through to trecking and fishing with a sizeable assortment of fashion thrown in for good measure.
On its home turf of sportswear and performance footwear, a resounding victory can be anticipated as the familiar discount prices are supplemented with powerful brand statements, physically from floor to ceiling, and emotionally cementing brand presence and authority from Adidas to Nike, from Lonsdale to Reebok, from Everlast to Slazenger.
Every statement is large and dominant; football replica kits paint walls with familiar colours and motifs, categories of caps as far as the eye can see and a department for bags and luggage that stretches to any destination.
Perhaps even more impressive is the retailer’s away form, fielding appropriately a new, expanded and spectacular outdoors assortment, with Karrimor the star of the show from footwear to fleeces, supported admirably with everything from fishing rods to camouflage suits, and the decisive move into casual fashion with a dedicated denim department, Pulp t-shirts, fashion footwear brands and a surprise re-appearance of the SoulCal fashion brand.
