The aim of the visit to Harvey Nicholls and Urban Outfitters was to see the main difference in terms of the displays. The main things we we focused on was composition, the theme and the material. We then compared to see how they would vary between the two stores and see whether the outcomes would be predictable and reflect the cost of the products in the store as well as be a reflection of the target audience.
Below are three images from the Women's wear section in Urban Outfitters, Bristol, Cabot Circus, store.
Composition
- 5 manequins outward facing.
- Creates a circle enabling vision of garments from all angles .
- Full bodied mannequins.
- At entrance to women's section of store so instantly noticeable when entering.
- Placed on platform to add height which would also make more noticeable.
- Fully clothed mannequins.
- Hung by metal stands.
- Includes accessories.
- No heads on mannequins.
- Outward facing.
- Surrounding products displayed on mannequins to entice the viewer to buy or pick up the products.
- Well lit.
Theme
- Urban grunge.
- Young.
- Vintage.
- Winter.
- Knits.
- Autumn/Winter.
- Casual.
- 'Trendy' (displays garments which seem to be very on trend right now and are nothing out of the ordinary).
Materials
- Polyester.
- Cotton.
- Acrylic.
Below are two images from the Women's wear section in Harvery Nicholls, Cabot Circus, Bristol store.
Composition
- Positioned at entrance of womenswear.
- Full body black mannequins with all limbs.
- Includes hands and feet.
- Decorative swirling metal bars.
- Mixture of garments.
- 5 mannequins.
- Front facing.
- A lot of space in surrounding area.
- Extremely well lit.
- Clinical.
- Evenly spaced in a diagonal line.
- Surrounding designer collections.
- Garments on mannequins not in view.
Themes
- Evening wear and casual wear.
- Sophisticated.
- Smart.
- Clean cut.
- Futuristic.
- Decorative.
- Bright colors.
- Pattern.
Materials
- Silk.
- Seta silk.
- Rich wools such as cashmere.
Overall during the visit I feel that the materials composition and themes all reflected the cost of the garments which would therefore also reflect the target audience. The composition of the displays we similar in someway in that they both displayed 5 mannequins however the feel of the displays were completely different. In Urban Outfitters the displays were busy looking and had a lot of different garments to look at, it was also surrounded by many products. In comparison, Harvey Nicholls was clean cut, simple and more decorative. Personally, I found Harvey Nicholls more aesthetically pleasing that urban outfitters and felt it tried to simply display garments and not take attention away from them in anyway. Urban outfitter was more of a ploy to get you to pick up the products.
The themes also reflected the costing and target audience well, urban outfitters had a very casual feel to it, which is suitable for a younger target audience which would be more likely to shop in there as it is much lower cost than Harvey Nicholls. The theme in Harvey Nicholls displays both casual and evening wear which would be more appropriate to the target audience of a more expensive shop. The clothes were smarter and more elegant which would be more appropriate for an older lady.
Finally, the fabrics also reflected the costing well, urban outfitters used synthetic, easy to use and wash, cheaper fabrics in comparison to the natural fabrics at Harvey Nicholls which are more expensive, more difficult to look after and use, and generally have a nicer finish.
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