Store
Visit Report
Name: Goh Suet
Lin
Student ID:
J13013212
Subject: Visual
Merchandising
Course: Diploma
in Fashion Design
Lecturer: Mr.
Victor
Content
1.About Superdry
2. Brand
Logo
3. Map
4. Store
Front
5. Signboard
6. Store
Layout
7. Tables
display and Store Fixtures
8. Cashier
9. Storage
and Fitting Rooms
10.Store interior and Decorations
11.Lighting
12.Merchandise Display
13.Windows Display
14.Store Sign
15.Types of Hangers
16.Conclusion
About Superdry
According to Superdry official Website, Inspired by
a trip to Tokyo in 2003, Superdry is a unique urban outerwear and denim label
that fuses Japanese graphics, vintage Americana and the finest British
tailoring to produce clothing of impeccable quality and an iconic modern aesthetic.
According to SuperGroup, in 2003, Julian joined
forces with designer James Holder who had previously founded the Bench brand,
to develop and create a new in-house brand and Superdry was born. The Superdry
brand has since gained both recognition and popularity in the UK and overseas
and underpins the growth of the business.
Following the successful introduction of Superdry into
Cult Clothing stores a second store format, branded as Superdry and dedicated
to selling Superdry products was launched in 2004.
The first Superdry shop opened in London's Covent
Garden the following year, and the chain grew rapidly to 80 UK shops and 70
concessions in department stores," as well as 145 international stores
today. Internationally, Superdry has stores across the USA, Australia, Europe,
South America and Asia. Besides, Superdry has recently been made accessible to
us in Malaysia, with the opening of its first Malaysian flagship store, located
in the level 4 of Pavilion on 28th Nov 2013, another shortly after, in Mid
Valley on 1st December 2013, Sunway Pyramid and One Utama.
Today, via its owned stores and
websites and via its network of franchises, licenses and concessions, Superdry
is sold in over 100 countries worldwide
.
Brand Logo
According to Fritinancy, the Superdry name is the
result of a brainstorming session in a Tokyo bar after the two men collected
“tons of packaging for food and from shops,” Mr. Holder said. “We looked at it
and everything was ‘super’ this and ‘super’ that. That inspired us.” The
Japanese letters of “superdry” above english is to give his designs a Japanese
touch after back in Britain. The font used for Superdry’s logo is simple yet
clear & neat & tidy to let people to know and remember about this brand
easily. Besides the colour used for the logo has a big contracts to give
prominence to word of the brand name.
Map
Superdry store (G-039&040) is located in the
ground floor of Mid Valley. If you are coming from the west entrance of Mid
Valley, you just need to walk straight toward the centre court and the store is
just located at the upper left corner. If you come from east entrance, you can
just walk straight and Superdry is located at the end of the shop at your right
side before the centre court. By locating at the same floor with some famous
brand such as Topshop, Forever 21 and Zara, Superdry may allow to build its
name in Malaysia because of its location that most of the people will pass
through.
Store Front
The store entrance is open air so it can let
customers to see through the whole store.
Store’s signboard
The “Superdry” signboard of the store is clear,
simple, big and bright. Besides that the red colors font on black color
background make it looks sharp too. Other than that, the music plays in the
store is strong yet classic so it provide a comfortable environment for
shopping.
Store Layout
The type store layout of Superdry in Mid Valley is
free flow layout, in which fixtures and merchandise are grouped into free
flowing pattern on the sales floor. Besides, due to the small space of the
store, this type of layout works well to allow customers to browse through all
the merchandise. Nonetheless, because there are greater varieties of
merchandise in the store, it sometimes starts confusing the shoppers.
This
store displays menswear, womenswear, sunglasses, winter clothing, bags,
watches, shoes and undergarment separately at different section. For menswear
and womenswear, it is displayed according to the type of garment such as pants,
T-shirt, polo tee, tank top, sweater and jacket separately with different
choices and colors. The reason that everything is displayed separately is to
provide a clearer environment for the shoppers.
Men
and Women’s Jackets and Hoodies
Checkered Shirt
Women’s Tshirt
Colors
There are at least 10-15 colors for each type of
product displaying at the wall.
Superdry store has also different section to put
denim clothing and winter clothing.
Besides, they separate
the undergarment of men and women in different rack.
Various types of bags selling such as bag pack, sling bag and sport bag is displayed separately at different places.
Shoes Section
There’s
a section to put shoes such as sneaker and slipper but some type of slipper is
put at other side in the store.
A sofa and small horizontal mirror is provided.
Accessories
Next, their
minor items such as sunglasses, cases and earphone are put together at a small
area beside the counter.
Tables Displays and Store Fixtures
There’s
a few of tables inside the store and for the store fixtures, gondola, nesting table
and display cases is used in the stores. The main table of the store is using
nesting table to display.. It is located in front of the main entrance that you
can see it from outside. On the table, every items such as T-shirt, sweaters,
shoes, bags, watches and slippers are displayed on different layer so that
customers can easily know the item Superdry selling just by a quick look.
Besides, gondola is used to display bag and also
folded garments. Other than that, the watches is put inside the display cases
so that it will be protected and easier to see.
Besides, polo tee and trousers of
different colors and types are also displayed on the other side table of the
store. And there’s few side tables located at the corner of the store.
Cashier
The cashier counter is located near
fitting room so that customer can just purchase the items they want after
trying and it also can be seen easily from both entry so that customer can save
their times to look for it.
Storages and
Fitting Room
Superdry has 5 fitting rooms and mirror
& chair are provided in each room. Besides, there is a big mirror outside
all the room so that customers could have a clearer look of them after trying.
The lighting of the fitting room is bright enough for customers. The store room
is located inside after all the fitting room so that it will not create a messy
look for the store.
Store Interior and Decorations
The store interior is British and vintage themed so
the Union Jack is one of the decoration of this store.
Besides that, the wall decoration is mostly decorated by using different kind of woods and also brick of different tones of colors to create a vintage environment.
Other than that, some rack that make of rusty iron
and woods are also used in this store.
Cage-like-box is also used to display the
shoes and bags.
The ceiling of the stores is so unique because it is
decorated by pipes.
Spotlight is used instead of normal lights because
it will make the products look more outstanding.
Lighting
Besides that, they also hanging suspended chandler above the main table, and it was made from old glass jars and little lights
Merchandise
Display
For their merchandise display, there are a few of
mannequins made by rusty iron in the store to show their items by styling it
together with different products.
Window Display
Besides that, the window display is showing different item by different way. For example, there is a few of mannequins made of steel wire wearing different pattern of T-shirt and arranged in a row. And the bag, shoes and folded T-shirt is put inside the cage-like-box to display and attract attention. They also show different type of denim jeans and slipper by hanging on a wall. Most of the products are displayed at the window display so that it will attract the attention of people that have no intention to go in.
Store Sign
The sign in front of the entrance clearly state
about the introduction of the store.
Type of Hangers
Three hangers are used in this store.
First, most of the hangers is a normal hanger to
hang t-shirt, winter clothing, underwear and
sunglasses.
Secondly, the following hanger is
the hanger with clip to hang the trousers.
Lastly, there is S size hanger to
hang the denim jeans.
Conclusion
From this store visit in Superdry, I learnt a lot of
things about visual merchandising.
Firstly, I get to know more about visual
merchandising such as the way they decorate the store interior, the table and
store fixtures they used and the strategies they add in to the store
decoration.
Besides that, I also learnt about the importance of displaying in a
clear, neat and tidy way to display different types and colors of garments. For
example, the way they display all the colors and sizes together is to bring
convenience to customer so that they can get what they want easily. Other than
that, privacy is also important so Superdry display womenswear and menswear
separately to bring a comfortable shopping environment to the customer.
A good decoration will create a good shopping
environment to the customers. Therefore, Superdry had put a lot of effort in
their store interior such as the lighting, wall decoration even the ceiling
design and many small detailing on the rack and table. I think that if the
interior design is good enough, people without intention to visit the store
will change their mind and take a look in the store.
Besides, window display is the most important
element to give a good impression to customers because window display is the
main display since it is the outer of the store. Superdry did a quite good job
that they put every product they are selling at their windows and did not
create a messy look as well because they used a lot of different way to display
their items.
Next to window display, store front is the important
element too. Superdry has a good store front because it is open air so it can
let customers to see through the whole store. Besides, their store’s signboard
is big and clear enough to give impression to the shoppers.
Nonetheless, their store layout is still having the
room for improvement because it is too narrow to walk through at some area in
the store because of the small store area. One of the reasons that small area
is a bad point because Superdry has too many different products. Hence, some
minor item such as accessories is hard to notice because they put at a hidden
place. Except this point, I think that Superdry is a really good store in
visual merchandise.
