Urban Outfitters

It is hard to find a particuler consumer audience who shop here although typically I would say hipsters. It seems to be many people's introduction to interesting fashion.

Outcome of discussion 10/11/10: consumer audience/similarities to other stores

Matches

• link between Liberty (also Sefton) customer but Liberty customer more discerning
• more cross with online Net-a-Porter customer
• most selling done online
• not fashion hungry but does want to be trendy - not concept hungry

The Convenience Store

• by appointment

Bluebird

 

With a simple, rectangular layout the store is designed to display its designer wares neatly and without all that much creativity for the typical Chelsea fashionista.

B Store

This is a new concept of marketing. It is for the 'new man'. He does not want to look 'gay' or showy. Ultimately he is interested in fashion; at least the quality and fabric but seems to be afraid of looking like he incessantly follows fashion. He is the new middle-market man for this still developing store.

Acne

I would imagine customers here would be the older, more mature All Saints customer. It is a new concept that everyone is talking about. 

Dover Street Market

The Dover Street Market customer is buying into a concept; it is a lifestyle choice. This store understands the relationship between fashion, the runway and art. Out of the list of shops this is the most particular in audience; they definately know who their customer base is. Unlike say Selfridges and Liberty or Harrods and Harvey Nichols, Dover Street Market has no competitors, at least not in London. Its only possible competition is Colette in Paris.

Browns Focus

Browns Focus has a younger consumer audience than Browns

Browns

Browns has a similar customer identity to Liberty although the shop itself comes across as more edgy. This customer wants to build up an understanding of fashion and brands, but does not want to feel like he/she is chasing fashion, unlike Selfridges. These customers choose staple pieces whereas the typical Selfridges customer would shop for pieces from the current season. A Browns customer will always shop at Browns whereas a Selfridges customer will not be devoted to that store.

Selfridges

Selfridges provides a rather sterile environment, nothing is out of place and not exactly full of innovative ideas. It simply provides a typical department store shopping experience which therefore attracts tourists who make up the majority of its consumer market. It is based on concumer selling and is not conceptual; it does not make you feel uncomfortable and puts everyone on the same level. In this sense it works well as a department store but we still have to ask if this is clever or just crass selling? Either way, they know what they're doing...

Liberty

Liberty is a heritage brand. Although it provides a traditional shopping experience it is not a touristy shop and is slightly quieter than Selfridges yet it is still clever and cutting edge. Customers shop here because they imagine a woman of a certain persona, typically a well-dressed woman in her 30's. This shop is successful simply because it is not Selfridges. Although there is a slight cross-over with Selfridges in terms of brands and customers, ultimately Selfridges sells to everybody whereas Liberty has a certain audience.

Topshop

Topshop is very clever at marketing; it is interested in quantity selling not quality. The customer age group is only 17-25 whereas the Matches/ Liberty customer might shop there for 50 years.