After yesterday’s meeting with Jonathan our group came together today to start getting some solid ideas down and visualising them. Here are some quick dot pointed notes I took throughout the day:
Research / observations
– Peacocks Trend brochure / look book
‘TREND’ > outlines fashions over 6 months (but there are four season not 2)
New Floor plans ALL THE TIME (every 2-4 weeks) but only ONE plan to suit ALL stores. Area manager then comes in and rearranges smaller stores
– Current peacocks looks like its about to close down > so much focus on sale posters
– People don’t expect it to be fashionable > they should increase their change of seasonal styles
– New Look has a better ‘customer experience’ but not because of staff, mainly because of their store layout and grouped clothes section (i.e shoes, evening wear, winter wear)
Ideas for change
– Extend Pearl Lowe brand > smart casual wear (collaborate Peacocks by design & Pearl Lowe) Creating a more accessible range that can be in all stores.
– Wood barriers or something to separate sections
– Different shades of tiles to create walk ways between sections
– Mirrors on walls behind clothes
– Seats in the changing rooms
– Seats in shoe section (with low mirrors)
Put Pearl Lowe everyday stuff in Debenhams
Girls on the website should be wearing the clothes
Extending the Pearl Lowe range…
As an idea we decided that we should suggest Pearl Lowe extending her range to everyday/ smart casual wear which would be more accessible to each store. In order to do this we are considering adding her extended range in with the already-in-stores-boutiqe ‘Peacocks by Design’ so the tags with read Pd (which is the ‘Peacocks by design’ label) and just adding Pearl Low’s name to the end. In doing this we avoid creating yet another sub brand, we still show off that is was designed by her, and we can include in with the Pd items without having to try and get stores to stock the ‘too-exclusive-for-Scottish-stores’ official Peal Lowe range.
Sorry if this makes no sense, its hard to explain, however I will extend on this soon, as I am currently mocking up some possible swing tags…
Brainstorming – Personas
We did some persona’s on those who currently shop at Peacocks, based on our questionnaire results.
>> Margaret
30-40’s, busy mum, busy lifestyle, buys for the whole family
>> Jim
Single male, 30’s, not so fashion conscious, wants shopping to be quick & easy
>> Kelly
13-17, has pocket money / weekend job, budget shopping
>> Mary
60’s, bargain hunter, dated sense, simply styled
>> Sandra
50, wants a store where she can buy nice plus size clothes
>> Beth
20’s, single mum, not much disposable income – buys for herself & child
– Perception map
Here is a quick perception map that marked where different people placed Peacocks, Primark, New Look and Topshop. Although Peacocks and New Look are supposed to be the main competitors, Peacocks are clearly perceived as a lesser brand.
– S.W.O.T Analysis
Our group started out with a quick brainstorm looking at interior strengths & weaknesses and exterior opportunities & threats. Using this we can promote certain strengths, create something of the opportunities and focus on addressing weaknesses.
– Store Layouts
One of the major issues that continues to arise is the messy, unorganised and inconsistent interior of the store. To begin addressing this each one of us took a few minutes to sketch up a store layout that clearly marked each different section. We are aiming to use a ‘department store’ sort of layout that has obvious pathways and organised areas.
Here are each person’s sketch
Once this was finished we looked at the best parts of each person’s designs and created one unified store layout example. Having this rough layout drawn up now helps us focus on window displays, wall pieces and other visuals.
Woman’s takes up 50% as they make up the majority of the target market
Now we can see what we need to design we have created a list of what needs to be designed/ sketched up and each of us is focusing on a different area over the weekend.
What we need to create
Window displays – posters & window models (Jordan)
In store displays – posters for each section
Customer magazine – suggesting what’s in season / pieces to put together (Yasmin)
Debenhams mockup (with Pd Pearl Lowe) – to do later
Visual from the front of the store (Claire)
Visual of mannequins (Claire)
Visual of Wall piece (Andy)
Visual of check out & Mirror display (Andy)
Visual of Peacocks by design Pearl Lowe section (Lysney)
Visual of tags (Yasmin)
Aim is to target a younger audience, however keep the older market. (i.e. don’t make another ‘teenager’ store, keep it sensible & fashionable)
Thats it for today.
– Y