Fashion Takes A Trip

CUSTOMER STYLE PROFILES

CLASSIC HERITAGE

  • older woman 30+
  • affluent (possibly from old money)
  • elegant styling
  • appreciates service
  • likes quality
  • classic styling
  • strong brand loyalty
  • values investment pieces

shops at… 

Browns
Matches
Liberty


HERITAGE WITH A MODERN VIBE

  • younger customer 20+
  • appreciates classic styles and British heritage styling
  • appreciates quality and fabrics
  • creative
  •  not afraid to experiment with styles

shops at…

Oxfam boutique
Absolute Vintage (Blondie)
B Store
Labour of Love
Present

TREND SETTER

  • art and design knowledge
  • fashion forward. Involved in the industry or inspires to be involved in the fashion industry
  • broad fashion knowledge
  • experimental style
  • young 18+
  • affluent
  • dresses to impress
  • very confident

notjustalabel.com
Browns Focus
Dover St Market
Sick (a trend setter, but not involved directly with the fashion industry)

VINTAGE LOVER

  • young 18+
  • dedicated shoppers
  • not fashion forward
  • part of the vintage culture

shops at…

Beyond Retro
Urban Outfitters
Absolute Vintage
Labour of Love
Oxfam Boutique

CREATIVE PROFESSIONAL

  • effortless style
  • minimal, androgynous (confident woman)
  • appreciates cut and quality
  • focus on comfort
  • dresses for them self
  • values investment pieces
  • brand loyalty

ln-cc.com
Acne

Sefton
oki-ni.com

TREND FOLLOWER… WANNABE FASHIONISTA

This is a broad category. The Selfridges customer is by no means the same as the Topshop consumer. However they both share similar attributes…

  • limited fashion knowledge
  • understands mainstream fashion- reads ‘Vogue’ and ‘Grazia’ 
  • aspires to belong within a fashion crowd
  • no brand loyalty
  • follows trend predictions
  • no fashion confidence 
  • dresses to impress

shops at…

Selfridges
Topshop
Diverse
Urban Outfitters
farfetch.com
netaporter.com 




MATCHES

Mathces offers pieces by 250 desginers and offers a ‘fashion education’.                     It is for elegant Londoners who enjoy mixing classic pieces with cutting edge designers. Quality is a focus and being at the front of fashion is the aim. They enjoy the luxury shopping experience and want to be shown which key pieces to buy each season. They are not very creative but like to dress expensively and like people to know that they have an interest in fashion. 

B STORE
Good quality is the focus of the B Store customer. They have a clear idea of their own style, which is quite formal and not influenced by trends. They are looking for investment pieces which are quintessentially british. this customer would most likely work in a creative field, such as architecture, design etc.

B STORE

Good quality is the focus of the B Store customer. They have a clear idea of their own style, which is quite formal and not influenced by trends. They are looking for investment pieces which are quintessentially british. this customer would most likely work in a creative field, such as architecture, design etc.

ln-cc.com
Focusing on minimal style with a Japanese vibe, ln-cc’s customer has a definite look. They like well made clothing which is timeless and contemporary. There is not much variety in they way they dress but the wearer always looks modern and stylish. Labels such as Comme Des Garcons and martin Margiela epitomise the contemporary mix of European and Japanese designers. The customer enjoys the culture of the brand and can buy into this through a selection of books and music.

ln-cc.com

Focusing on minimal style with a Japanese vibe, ln-cc’s customer has a definite look. They like well made clothing which is timeless and contemporary. There is not much variety in they way they dress but the wearer always looks modern and stylish. Labels such as Comme Des Garcons and martin Margiela epitomise the contemporary mix of European and Japanese designers. The customer enjoys the culture of the brand and can buy into this through a selection of books and music.

notjustalabel.com
Brands such as Una Burke and The_Rodnik_Band are what Not Just A Label is all about. This customer is at the forefront of fashion and is involved in art and design. They set the fashion trends and are confident in their unique sense of style. They are very knowledgeable about contemporary fashion and like to support fledgeling designers. Dedicated followers of fashion, they are not afraid to push boundaries or stand out in a crowd.

notjustalabel.com

Brands such as Una Burke and The_Rodnik_Band are what Not Just A Label is all about. This customer is at the forefront of fashion and is involved in art and design. They set the fashion trends and are confident in their unique sense of style. They are very knowledgeable about contemporary fashion and like to support fledgeling designers. Dedicated followers of fashion, they are not afraid to push boundaries or stand out in a crowd.

Oki-ni.com
For fashion conscious, well off young men, who have good knowledge of fashion brands. They like to dress in good quality clothing and like people to know that they are wearing designer labels. Their overall look is stylish but not over the top, however they do like to mix their standard wardrobe with the occasional statement piece.

Oki-ni.com

For fashion conscious, well off young men, who have good knowledge of fashion brands. They like to dress in good quality clothing and like people to know that they are wearing designer labels. Their overall look is stylish but not over the top, however they do like to mix their standard wardrobe with the occasional statement piece.

Net-a-porter.com
For the modern business woman who follows fashion but does not have time to dedicate to shopping. Net-a-porter provides comprehensive and easy to browse designer fashion online. This woman likes to dress smartly, elegantly and classically. Pieces are well made and selected for quality but are not generally outrageous style statements. It is for working professionals from their late 20’s upwards. A lot of garments would be appropriate  for work and the shopping experience is designed for people with a busy schedule who don’t have lots of time to spend visiting shops. 

Net-a-porter.com

For the modern business woman who follows fashion but does not have time to dedicate to shopping. Net-a-porter provides comprehensive and easy to browse designer fashion online. This woman likes to dress smartly, elegantly and classically. Pieces are well made and selected for quality but are not generally outrageous style statements. It is for working professionals from their late 20’s upwards. A lot of garments would be appropriate  for work and the shopping experience is designed for people with a busy schedule who don’t have lots of time to spend visiting shops. 

Farfetch.com
Home to 2000 fashion designers, farfetch is for the shopper who likes to follow high fashion and wants an easy shopping experience. They are not as concerned with quality or fit because they will not actually see the item before they commit buying  and like to have the latest trends at their fingertips and follow a quick fashion turnover. They aren’t very creative and like to have an easy to browse fashion archive at their disposal. 

Farfetch.com

Home to 2000 fashion designers, farfetch is for the shopper who likes to follow high fashion and wants an easy shopping experience. They are not as concerned with quality or fit because they will not actually see the item before they commit buying  and like to have the latest trends at their fingertips and follow a quick fashion turnover. They aren’t very creative and like to have an easy to browse fashion archive at their disposal. 

PRESENT

Present sells to the Shoreditch crowd. It is for the man who’s style if a mix of traditional english meets quirky hipster. He is concerned with quality and clothing that will withstand an active lifestyle. He likes to be stylish but doesn’t follow high fashion and his look transcends trends. He has an interest in art and design and his clothing has got an old english craft feel. This look is slightly geek chic, lots of primary and muted colours and is never outrageous. 

OXFAM BOUTIQUE

'Beating poverty with style'

The Oxfam Boutique consumer is extremly ethically concious as well as fashion concious. They want to feel as if they are helping as well as looking good and see shopping at Oxfam boutique as the perfect way to do this. They are likely to also purchase brand new designer goods as well but enjoy shopping at Oxfam as it gives them a sense of generosity. Oxfam boutique is far more exclusive and pricey than standard Oxfam shops and gives a shopping experience that is not vastly different to other designer boutiques. Their customers like to own unique or one off pieces and can find reinvented, remade, vintage and second hand items here. It appeals to people who care about where their clothes come from but also love designer labels. 

Oxfam boutique offers an easy and pleasant shopping experience with a proffesional fashion focused layout. Stocking clothing ranges such as Loved for longer, Reinvented, Made with love and Good Fashion Sense.

Oxfam boutique is truly for the fashionista with a conscience.

START BOUTIQUE

Start is definitely for the woman who knows her own style but is not afraid to switch it up sometimes too. The Start woman understands fashion and likes to support up and coming designers as well as her firm favourites. The women’s boutique offers quirky and playful yet very feminine british style. It stocks a range of designers which is ideal for the customer who enjoys mixing and matching established and new brands in order to develop their own style.

As well as the women’s boutique their is also the Start boutique for men which is far more suave and sophisticated, it provides great British quality and style for the modern gentleman.

SICK

The customer of Sick values the ideology of individuality above all, they aim to be different. They are looking for an alternative style that refuses to conform to the norms of society and the fashion industry and Sick is certainly the place to find this salvation.

The Sick consumer is heavily influence by the 1980’s, punk (the store is owned by the founder of the Boy London label which was at the forefront of the punk movement), sportswear and 90’s grunge. Their look is distinctly British and highly experimental. This customer thrives on being the center of attention and seeks to turn heads but always in a cool, i-don’t-give-a-damn way.

BEYOND RETRO
From the second you enter Beyond Retro there is an overwhelming feeling of intrigue. The many flyers, posters and magazines scattered in the entrance give a clue to the type of customer to expect. Detailing art, youth culture and music these signal a consumer who is artistic, experimental and eclectic this is also reflected throughout the store particularly on mannequins which display a very mismatched aesthetic that spans eras and styles.

This store is by no means easy to navigate however this adds to the charm and appeal and gives a sense of treasure hunting. The idea that you have to search for what you want allows the customer to feel that they are involved in developing their own style rather than it being dished on a plate like many other stores. Random objects dotted throughout the shop add to the retro and playful feeling of Beyond Retro. This is a store that captures the essence of the youth of today. 

BLUEBIRD

Bluebird has a very urban feel, with an East London vibe and high price point, the shop styling is like an up-market Urban Outfitters.

Catering for Chelsea fashionistas, the shop’s ambience, and brands such as Rag&Bone give a youthful impression. Posters and artwork adorning the walls lend an artistic and creative feel to the shop.

ABSOLUTE VINTAGE

Absoloute Vintage sprawls across London, with a Soho store and 2 shops near Brick Lane. Each store attracts a very different Vintage lover.

Whilst one store stocks great quality and occasionally designer Vintage (with a price to match!) the Berwick street store has a sightly lower price point. The warehouse style store attracts determined shoppers, searching for Vintage gems amongst a mass of what can only be described as old clothing. This customer is not knowledgeable about fabrics and quality, but looks for an easy and cheap way to fit in to the ‘Vintage cool’ crowd.

A young consumer, their limited fashion knowledge dictates which Absolute vintage store they can be found in.

The secret with Absolute is that they cater for every Vintage shopper, from the very bottom to the top of the style chain.