Store Visit Report @ Superdry

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

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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.