London trip

This week we went to London to do some research into sportswear brands that are currently on the market as they would be our competition for our brand. We decided to look at some of the ways in which they were advertising their brands through shop layouts, window displays and even through clever packaging to give us a better understanding on what we need or could do to improve our brand and the overall image. While in London we looked at various different shops both sports and non-sports shops. It's quite clear that currently sportswear and staying fit and healthy is very fashionable especially amongst young people. This was very beneficial to us as it meant that we could walk into shops like Gap (seen in the image above) and look at what they have to offer and how this relates to our brand. Although Gap don't offer many sports bags it was good to see how they presented the shop floor and their garments, they showed a very clear layout/formation and a very strong colour palette. I think we can definitely take some ideas from Gap to use in our shop layout, visiting Gap also gave me a good indication of how we can pair up our brands bags with different outfits and styles. 

Looking at different window displays has actually proved tone very interesting. Selfridges had some amazing window displays some of them were to do with sports like the image on the left, however each display had something about them that would draw you in. the colours in this display made it stand out, the layout was also extremely simple which was very affective. I've learnt that when it comes to window displays simplicity and colour are key, Selfridges have used the simplest ways to convey their message/ideas which has created brilliant displays and advertisements, which is something I think we can use for our niche brand Frey. 

I really love this display (image on the right) it is another Selfridges window display, I thought it was quite clever as they used toiles and pattern pieces within the display which I think is really nice to see. Yet again the display is very simple but at the same time it feels quite honest because the garments aren't perfectly finished and developed. The complete process of the garment is shown on display from the pattern pieces to the toiles and then finally the finished product. I think it's a lovely refreshing way of presenting something, they made an ordinary jacket alot more interesting to the passers by.