Since my last blog, my class have been instructed to go back to one of our favourite shops we visited for an in depth look/analysis. Me and my group's choice was Start in Shoreditch as we found that there would be a lot to talk about and we all agreed the layout and style of each of the three stores were versatile and interesting.
It is a modern versus traditional look store. The shop is tucked away and off the main road and the windows was quite low key, obviously not aimed at attracting new customers but for the more loyal and word of mouth customers. The shop's windows contain simple dressmakers mannequins dressed in suits. This is definitely targeted at the slightly older market, late 20s to early 30s. As you walk in, the low lighting, exposed brick walls and the soul music of Al green hit you with an instant chill and contemporary feel.
I noticed that each style of suit only had one size on the rack therefore this demands customer-sales assistant interaction, giving a high end tone. It also allows the sales assistant to focus on sales of items which are situated around the store like ties, sunglasses and perfumes.
I liked the quirky details that were dotted around the floor like the bowler hat lights, pineapple lamp, empty shoe stands and the modern fireplace. Though the triban masks on the wall does throw me a bit, as they do not go with the theme of the shop.
The downstairs area is set up as a fitting room again forcing a sales assistant-customer interaction as a personal service is offered to fit the suits to the customer requirement. The whole area is brightly lit than upstairs and mimics the set of a tailoring shop. There are shelves of Saville Row fabric books that give a more high end, professional look to the floor and at the far end is a relaxing study area with chairs, a table with an open book on top. This allows the customer to sit and relax and feel almost at home.
However, this floor is not designated just for fittings as there are shelves of well presented leather shoes on one wall and a couple of traditional presentation cases full of Comme Des Garcons accessories like wallets. These are well placed so that the sales assistant can use them as an add to sale
Start - Womenswear
The first impression you get is how minimal is the shop window, though I believe this is a good idea as the large windows show the whole store and its displays. Any more it would look cluttered. As you go in, the tone is in stark contrast to the previous store. The music now is more indie pop and a lot louder and the shop is full of little merchandising accessories like handbags, lip balm shoes etc with feminine details like flowers and satin hangers for a more girly store. The store is definitely targeted at younger women with such stocks as designer headbands.
The spaced out rails hold neatly presented clothes organised by colour not brand to make it more appealing to the naked eye. Noticeably the changing rooms do not hold a mirror but they do have some outside the changing rooms. This could be to ensure the customer interacts with the sales assistant but I find that sometimes this could be intimidating for the customer.
On the lower floor it is much more quieter as there are no speakers and the only noise you can hear is music from the upper floor. The grand oval mirror is the main feature as again there is no mirror within the changing rooms.
The spaced out rails hold neatly presented clothes organised by colour not brand to make it more appealing to the naked eye. Noticeably the changing rooms do not hold a mirror but they do have some outside the changing rooms. This could be to ensure the customer interacts with the sales assistant but I find that sometimes this could be intimidating for the customer.
On the lower floor it is much more quieter as there are no speakers and the only noise you can hear is music from the upper floor. The grand oval mirror is the main feature as again there is no mirror within the changing rooms.
Start - Urban man
This is quite an awkward store to get into as you have to go through a side entrance and then a small door with no indication that that was the entrance. But as you go in you are hit by the calm contemporary music which instantly reflects the atmosphere of the store. It is a very light and airy store which is what I like about it. The floor is surrounded by exposed brick and wooden floors and the clothes appear to be more contemporary menswear.
Downstairs is more relaxed though at times a tad confusing. The changing room has so many different designs and look which automatically begs the question what was the thought process behind this. It mixes pebble brick with contemporary, with a boat, and the outside holding a display of beach wear which seriously contrasts from the clothing that is sold throughout the store. On the back wall is a very aesthetic display of accessories like bags, shoes and knitwear. They are neatly folded and presented to the fullest.
Downstairs is more relaxed though at times a tad confusing. The changing room has so many different designs and look which automatically begs the question what was the thought process behind this. It mixes pebble brick with contemporary, with a boat, and the outside holding a display of beach wear which seriously contrasts from the clothing that is sold throughout the store. On the back wall is a very aesthetic display of accessories like bags, shoes and knitwear. They are neatly folded and presented to the fullest.
The second visit to Start has been good. Staff were willing to help and left us to wonder and analyse. I love the clothes they sell, however, I cannot afford anything, which is a blessing in disguise! I would definitely recommend a visit to these stores if you were in the area and even if it is to window shop.
