If the inviting appearance of the window display isn’t enough to lure you in to the realm of assorted nudes and greys, then maybe you should turn back in the direction you came from. This multiple branched high st store, situated within the commotion of Central London at NO.333 Oxford st, has taken advantage of this colour scheme in their latest range of Zara women collection.
Unlike a designer, or one off shop, the atmosphere in Zara is more about finding what u want yourself and customer service is not as important, as in somewhere which is more pricey or exclusive. The style of clothing range from clean cuts and basics to knits and leather. The prices range from $14.99 for a cotton tee to £259.00 for a camel coloured wool coat. Zara has two different types of customer profile and is split into two sections. The first, a working girl likely to be a business woman who likes to dress smart and takes pride in her appearance, but who also follows the latest trends. This section of the shop is made up of quality fabrics such as jumpers made out of 100% pure wool. When you walk into this section (situated on the ground floor) the first thing you see are the current trends for Autumn/Winter 2010. The further you walk into the shop, the more it becomes about essentials rather than the current trends. Unfortunately the layout in this area, is not as exciting as the window display, but visually everything is set out clear and it is easy to browse the shop. |
The other section (situated on the first floor) is for a younger customer from the ages of 17-25, who is likely to be a student or part time worker, who are looking for the latests trends for a bargain. With t-shirts ranging from £14.99 upwards I think zara is the right place to be. The setout of this section in the shop is designed to show customers how to wear each trend and also to encourage multiple purchases. On the forward facing fixtures, they have put together several alternatives which you can mix and match. For example the stripped knitted jumper, surrounded with 2 pairs of shorts and a pair of trousers and a choice of three different types of shoes, aswell as alternative jackets and jumpers. The purpose of this store is to create an idea for this customer of how they should dress according to this season.
In order to cater to all customer profiles that shop in the store, they have trends like the aviator jacket from £39.99 which is made up of 52% poyurethane and 48% viscose for the 17-25 customer profile, and the same trend, a leather jacket made from 100% lambs leather for £129.00. I think that Zara is an average store, which on occasion can produce something unrivaled, but if u are looking for somewhere a bit more creative, I would look elsewhere.
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