Fashion Clusters

Fashion Walk 

The fashion walk allowed us to discovered where the fashion clusters were in London. It was interesting to see where similar fashion houses have clusters of shops. I also looked at some of the shop layouts and merchandising. In Covent Garden the layouts of Dior, Chanel and Burberry, that are all next to each other in the square, were very similar with there own trademark. Dior and Chanel use a lot of black in their layout, with a similar simple regimented layout plan. All three fashion houses promoted a particular popular item. Dior used their items in real size to create one giant replica. Chanel had lots of giant Chanel No.5 bottles all around the store. Burberry had a whole room dedicated to their new perfume 'My Buberry', with an interactive board where you could put your initials on the bottle, to add the personal touch. 

The images above show all the locations we visited. Including the pop up Dior, Chanel, and Burberry stores in Covent Garden. These stores had large promotional factors to them. Dior has displays of mini perfume bottles making the larger perfume and lips tips arranged in the shape of a hang bag, these were all creative and visually pleasing to the consumer, drawing attention to that certain product making the consumer more interested. Chanel had multiple large bottles of Chanel no.5, due to the new launch of the perfume. When walking into Burberry the first room is completely dedicated to their new fragrance 'My Burberry' with an interactive monogram board where you can personalise your own bottle. I thought this was an innovative way to drive consumers in, adding the personal touch to their bottle.