By Apan Azad, Rumaanah Bilal, Neesha De Silva and Kaira Akuffo

Leeds comp shop reportDESIGNER VS VALUE

H&M - Value

Store experience•Minimal interior - white theme almost gives a clinical feel, but also gives it a more spacious feel and it matches very well with their brand image•Upon entrance, customer is welcomed with winter/autumn and festive atmosphere•Target market: age 20 – 40•No clear departments – promotes impulse shopping•Conscious sustainable style

Cable Knit Jumper•Price: £14.99•Made of: 5% wool, 3% mohair, 72% acrylic, 20% polyamide.•Made in: China•Colour variations: Online – khaki green and pinkIn store – no variation

New Look - Value

Shell Pink Fluffy Necklace Short Sleeve Jumper

Price: £22.99Colour Range: Pink (In-store) Black (Online)Large Size Availability sizes 6-18Fabric: 100% AcrylicPromotions: 25% off selected winter lines available in-store and onlineKnitwear department is at front of store next to new season to promote key A/W trends.

Store ExperienceStore décor has a contemporary feelVisual merchandising is current to the winter/Christmas season, Feel good quotes on the walls, Outfit building tables/fixture fronts/mannequinsMusic is very upbeat and chart basedVariety of departments are clearly definedCustomer base is young

Harvey Nichols - designer

• Creative mannequin display and store decorations

• Helpful staff who wait on customers

• Dim lighting and opulent furnishing to create elegant and refined atmosphere

• Variety of designer brands eg. Alexander McQueen, Chanel, Gucci, D&G

• Upbeat music which puts customers in the mood of shopping

• Flawless set up of clothing

• Ages of customers in store range between 25 – 60

• Lookbooks on every counter

• Bags given upon purchase has a gift bag look

DONNA KARAN NEW YORKEcru Cowl Neck Cashmere JumperPrice: £1080Made of: 100% cashmereHandwash

Jigsaw - designer

Victorian themed Interior– rich in history

Included a booklet about a history of Leeds store

Colour coordinated shelves and racks

Sustainable Relaxing atmosphere with a

Victorian taylor dressing room/wardrobe theme

Engineered Rib Jumper•Price: £98•Colour variations: Light Blue, Navy and Rasberry•Handwash•35% Wool, 35% Acrylic, 30% Alpaca