Task 4- Written review related to your Specialism

 I have chosen to do my retail outlet review on the popular high street store, Zara. On Tuesday the 9th of December I visited the store to do my shop review for task four. The running theme through the clothing was autumn/winter, which was also carried into the window displays (posted above) with the Christmassy silver hangings surrounding the clothing. The clothing wasn’t all autumn/winter as there was a party wear section with going out dresses, skirts and tops. I was also pleasantly surprised that Zara did their own range of perfumes, at an affordable price. I would say that the target market for Zara women’s wear is anything between sixteen to forty as there is something for everyone in the way of style and size. The autumn/winter section wasn't overwhelming but was what I expected in terms of the items on sale and the colours of the clothing. There were many warm and nude colours as well as plain colours e.g. white and black etc. There were also long sleeved t shirts, turtle necks, woollen jumpers and coats like I had anticipated. I couldn’t find any promotional material for the company except their website which was well thought out with each of the different headings showing what the store has to offer with not only women’s clothing but men’s and children’s. The website also shows that the outlet sells shoes and handbags, which I didn’t think was obvious when I visited the store. The website also had a look book page which i thought was very clever as it shows the customer what styles they can achieve by mixing and matching the garments on sale.

My main focus when visiting the store was the women’s department, however, I was pleased to see that there is a floor for kids wear and ladies casual and a floor for menswear. The women’s wear section was one bit open space with four different zones leading one after the other as soon as you entered the store. I think the window display is clever because not only does it show that Zara sell men’s and women’s clothes but the mannequins are facing out at different angles so anyone walking past can see one or more of the outfits. I thought the store was well lit with strong overhead lighting and the lighting in the window emphasised the outfits on display as well as grasping the attention of people walking past. I think the footfall of the store is smooth as each zone leads on to the next and the escalators insure a smooth transition for the customers to the upper floors. I thought the placement of the tills perfume display was clever as if a customer wanted to buy some perfume or had an enquiry they’d have to walk toward the back of the shop to do so, therefore having to walk past all of the clothing on sale. I think the clothing was laid out well as the majority of the rails faced the way the customer would be walking. The pieces work well together without any competing or overbearing garments. I liked how some of the t-shirt rails in particular, were circular as I thought it was a good use of space and actually added to the style of the store.

Outfit one is the Asymmetric knitted dress with the Herringbone knit coat. My first impression of this outfit is that it is incredibly stylish and in keeping with what is popular in the colder winter months in terms of fabric and style. I really like how these pieces are long and over sized, which in my opinion is currently on trend and would also keep the consumer warm. I would say the message from this piece is that dressing warm for winter can still look good and stylish and I think these pieces are successful in doing that and definitely something i would wear.

Outfit two is the Shiny velvet dress and glitter booties. My first impression of this outfit is that it makes a statement. I like that it is figure hugging and is able to show off the curves of the consumer. The skater skirt part clever as they have also been very popular this year. I would say that the theme is definitely party wear however, this dress could be made into a more casual daytime piece by dressing it down. It can also be accessorized to stand out  and become an outfit for going out on the town in. The dress comes in different sizes making it versatile so that different sized people can wear it. I think this dress is successful in the message showing that party wear is fun, glittery and makes a statement.

Outfit three is the Crepe jumpsuit with back bow. My first impression of this piece is that it is very sophisticated. I think the garment can fit into many different categories as it could be a party wear/going out piece as well as something that could be a more casual, going out for a meal or a  dinner party outfit. I think the jumpsuit is a flattering fit, its not too tight and it leaves room to move. I believe this piece is successful of delivering the message that it is sophisticated and I think personally that black is a very flattering colour.

To conclude I would say that the work matches the promotional material I have found on the internet (the website). I thought that the pieces complimented each other nicely and there wasn't any over bearing, competing pieces on display. I really like the clothing Zara currently has on sale and i definitely think I will be shopping there more often.