BROWNS

Fact -     Browns is an independent fashion boutique in London

-         Founded by Joan Burstein and husband Sydney in 1970.

-         The flagship store on London's South Molton Street

-         Famous for its long window displays

-         One store expanding through five inter-connecting townhouses

First Thoughts: -
              -         Seemed a bit of a mature store

-         Not very busy and not many people in the store.

-         Sales assistant spoke to me and told me that clients can spend up to £40-£4,000 daily!

-         Target market – those with a bit of cash!

-         Selling all high fashion pieces; including womenswear fashion, jewellery, magazines, perfumery, shoes and accessories.

-         Staff seemed a bit friendly, although they knew I wasn’t going to buy anything. Only one woman was a bit rude and asked it if I didn’t bother her customers. Gosh!

COMPARED TO OTHER STORES: -

• Topshop - Browns sell only designer clothes and their target market ranges from 20-70. Whereas topshop clients seem to be much younger and edgier. You might find a topshop shopper at Browns focus rather than Browns as it sells much edgier younger fashion.
• Bluebird - Browns has a less creative look to Bluebird, as their store was originally an old art deco building. Bluebird is very much a concept store, whereas Browns mainly just sells high fashion pieces. I don't think Browns and Bluebird would have the same clients. Browns seems to give off a much more mature feel.
• Hoxton Boutique -Browns sells all well known designers, where as Hoxton Boutique aims to sell the most unique and creative designers' work. Browns is a large store situated in house like aesthetic with some decorative walls, whereas Hoxton Boutique is a smaller gallery like store, with mainly white walls. It is unlikely that you will get similar clients shopping in both of these shops, as Hoxton Boutique's target market seems a lot younger and edgier than Browns' ideal client.

SELFRIDGES & Co

Fact: * Selfridges is a chain of high-end department stores in the United Kingdom.

* The flagship store is in London’s Oxford Street

* Second largest shop in the UK (after Harrods)

*  Opened on 15 March 1909.

First Thoughts: - “This place is soooooooooooooo busy. Ahhh, I couldn’t work here”

-   Massive store with thousands of people passing through it by the hour

-   Various designers being showcased. Good range of high end designers and low end brands.

-   Target market – foreigners, celebrities, teenagers, adults, business people
-   Wide range of products being sold; clothing, footwear & accessories, jewellery, cosmetics, perfumery, homewear. Literally everything!

-   Ground floor is extremely busy, but as you get to higher levels, less people are wandering around.

COMPARED TO OTHER STORES:

•  Urban Outfitters – Selfridges is a much bigger store, the range of products  and layout of the store are completely different. Selfridges do a lot of deals with celebrities (i.e. book signing & label launches), whereas Urban outfitters do almost no advertising and have no collaborations with artists or designers to make their store more exclusive. It isn't that likely that a Selfridges shopper would also be a Urban outfitters client.
• B Store – Again, Selfridges is extremely bigger, the amount of clientele they get daily could be the amount B store get in a month, clearly shown by its scale. You may find that Selfridges clients will shop here for more exclusive clothing.
• Dover Street Market –  As we established that Selfridges is the 2^nd largest shop, DSM is again a much smaller shop. They sell similar products, in terms of designers and the price range is very similar. DSM however, only sell high end pieces, whereas Selfridges has a wider range. You may find the Selfridges client also shopping at DSM for its high fashion ranges and the price tag that comes with it, that a Selfridges client would be able to pay for.

DOVER STREET MARKET

Fact: * Home to Japanese designers Comme des Garcons (London)
         * High class clientele (there to spend money)
         * Foreign and British customers who love fashion


First Thoughts: -   "Wooo, this is exciting. Oh that security guard is staring at my friend funny, not very nice :|"
                       -     Layout of the shop was really interesting, hadn’t seen anything like that before!

-         Target market seemed closed, no allowance for other clients.

-         Strictly selling high and edgy fashion

-         Various art decorations and installations to make fashion fascinating

-         Staff seem laid back, not too much monitoring of us young students (we definitely do not look as though we are here to spend)

-    Mixed designers on each floor. Selling all ready-to-wear fashion, jewellery, shoes, accessories, and a lovely cafe set out differently and selling good quality food.

-    Shop floors aren't very busy, which gives you more time to look around and you feel less rushed

COMPARED TO OTHER STORES:

• Topshop - DSM does less advertising than Topshop which decreases the amount of publicity. However, the price range at DSM is much more extravagant and you are less likely to find a bargain here, unless its a major sale! DSM is smaller, and has less clothes on display, allowing a neater view to the customers eye.
• Selfridges - DSM, is much smaller, therefore the amount of customers they have on a daily basis is likely to be much less. DSM is less hectic, and is only selling high fashion pieces, (you wouldn't find office here selling shoes). Only the 'best' is showcased here. You might have similar clientele, i.e. the foreigner shopping in london, the student who is not going to buy anything but wants to look around, the celebrity, model, designer.
• Liberty - DSM is again much smaller than liberty, but the price range is very similar. They are likely to get the same clients as their clothing range is quite similar. However the display at DSM is much more interesting.