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OVERVIEW OF LOFT COMPETITORS
ERICA SOUTHERN
LOFT AND OUR COMPETITORS
LOFT
Express
Banana Republic
Zara
Ann Taylor
J. Crew
Store Front
Price Points
Silhouettes/ Fabrics
Promotions/ “Must Haves”
Target Market
In Store Experience
Design Details/ Trends
Merchandising/ Fixtures/ Lighting
COMPETITOR CATEGORIES
EXPRESSLocation: 130 5th Ave, NY, NY 10011
1. STORE FRONT
Kate Upton
Black, White, Red
Moto Jacket
Red Suit Seperates
“Hello Editor, Hey Columnist…”
First Impression- “ Very bold with the red, black and white. This caught my attention. Also seeing a red stand-alone sign in front of the front door on the sidewalk caught my eye. The mannequins dressed in moto jackets
2. MERCHANDISING/ FIXTURES/ LIGHTING
Broad Assortment of Items
Mismatching Assortment
Too Much Pattern/ Colors Together
Denim Lab (Mid-rise, low-rise)
Men's’ on opposite side… (not symmetrical)
Overall- “I went through the store seeing that more office apparel including the Columnist and Editor pants folded on a table in the front part of the store with patent leather heels behind the pants. Towards the back was the Denim Lab which caught my eye too- less lighting, mysterious and a Lab of… Denim? Walls and a table of every type of jeans you could want (Skinny, Jegging, Boot, etc.) in so many washes. To the left of the Denim Lab is a small section of sales items with a table and walls of items. Visual merchandising was a bit confusing-too many patterns and prints together for the sake of being the same style shirt… leopard and floral?”
3. PRICE POINTS (EXPRESS)
Coats- $175-225
Jackets- leather- $425
Sherling Coat- $2250
Blazers- $140-$198
Denim (Skinny/ Bootcut)- $60-$89.50
Pants (Martin + Jackson, Trouser Sloan Straight, Slim)- $69-$110
Skirts- $55-$98
Dresses- $90-$150
Knits- Sweaters- $48-$90
Cardigans- $59-$150
• Blouses- $39-$90 (Leather $225)
• Shirts- Tank- $20.00Cami- $22.00SL-$20-$75LS- $34-$55Tees- $22-$80
• Shoes-Heels- $118-$158Booties- $170-$225Flats-$80-$120
• Accessories-Handbags/Wallets- $60-$200Sunglasses- $98Scarves- $30-$60Belts- $30-$60Hats- $50-$70Legwear- $7-30Hair Ties- $12.50
• Jewelry-Necklaces- $28-$125Bracelets- $21-$50Earrings- $22-$50Rings- $27-$45
3. PRICE POINTS (LOFT)
Coats- $158- $188
Jackets- Leather Moto- $368
Blazers- $98-$128
Denim- 5$9.50-$89.50
Pants (Marissa, Julie, Zoe)- $59-$89.50
Skirts- $49.50-$69.50
Dresses- $79.50-$108
Knits- Sweaters- $44.50-$89.50
Cardigans- $49.50-$59.50
• Blouses- $44.50-$59.50
• Shirts- Tank- $16.50Cami- $19.50SL-$29.50-$54.50LS- $29.50-$59.50Tees- $29.50-$49.50
• Shoes-Heels- $79.50-$98Boots $98-$188Flats-$49.50-$98
• Accessories-Handbags/Wallets- $39.99 (SALE)Sunglasses- $24.50Scarves- $34.50-$39.50Belts- $29.50-$39.50Hats- N/ALegwear- $7.50-$34Hair Ties- $12.50-$29.50
• Jewelry-Necklaces- $34.50-$74.50Bracelets- $19.50-$29.50Earrings- $19.50-$34.50Rings- $19.50
4. SILHOUETTES/ FABRICS
Columnist pant, Editor Pant,
Suit Separates
Button Down Collared Shirts
Full “A-Line” skirts
Skater “Mini” Skirts Polyester
Cotton
Nylon
5. PROMOTIONS/ “MUST HAVES”
BOGO 50% skirts
Essential Shirts BOGO
$29.90 Pants
BOGO 50% Sweaters
39.50 Denim
Sale up to 70% off
Moto Jacket
“Essentials” Button Down Shirt
Columnist & Editor Pants
Mid-dresses
6. TARGET MARKET
Woman Early 20’s to Early 30’s
Professional
College Grad
Likes to socialize after work/ on the weekends
Tech Savvy
Confident
7. DESIGN DETAILS
Peek-A-Boo Lace
Leather
Quilted Pattern
Cut-Out Pattern
Sequin
8. IN-STORE EXPERIENCE
“When I first arrived I was greeted and was told that sale was in the back. I was also told by another associate that the sweaters I was looking at were BOGO 50% off. I liked one of the moto jackets because it was made of two fabrics, leather arms and shoulders with the rest in a tan wool fabric. The overall lay-out of the store was a bit confusing because men’s started halfway throughout the store with a table of men’s clothing down the middle of the store and one area of men’s clothing along the walls. I saw a lot of the same trends as I did in the other stores.”
LOFTLocation: 156 5th Ave, NY, NY 10011
1. STORE FRONT
Quilted Dress
Mini Dress
Snow Pane Sweater
Moto Jacket
Car Coat
“Life Is In the Details…”
First Impression- “ I am used to seeing LOFT marketing and have seen this marketing almost everyday. I love the softness of LOFT’s advertisement. We aren’t an “in your face- look at me” brand. I know I am looking forward to the Mini Dress in leopard print so that is what caught my eye- also the red promo sign for shirts cardigans and jeans being $25 off.”
2. MERCHANDISING/ FIXTURES/ LIGHTING
Broad Assortment of Items
Jewelry/ Accessories near Cash-Wrap
Cash-wrap in middle of store
Julie/ Marissa/ Zoe Pants in Back of Store
Cords on long table in middle of store
Overall – “I have been in this store before- I noticed there was newer merchandise out then we have at the TST location but that may be because they have less items to process. I liked the corduroy table and how the work pants were towards the back. I feel this makes it easy to find for shoppers who strictly are looking for work related items although I do feel like they could have been incorporated more into the whole store instead of just throwing them in the back.”
3. PRICE POINTS
Coats- $158- $188
Jackets- Leather Moto- $368
Blazers- $98-$128
Denim- 5$9.50-$89.50
Pants (Marissa, Julie, Zoe)- $59-$89.50
Skirts- $49.50-$69.50
Dresses- $79.50-$108
Knits- Sweaters- $44.50-$89.50
Cardigans- $49.50-$59.50
• Blouses- $44.50-$59.50
• Shirts- Tank- $16.50Cami- $19.50SL-$29.50-$54.50LS- $29.50-$59.50Tees- $29.50-$49.50
• Shoes-Heels- $79.50-$98Boots $98-$188Flats-$49.50-$98
• Accessories-Handbags/Wallets- $39.99 (SALE)Sunglasses- $24.50Scarves- $34.50-$39.50Belts- $29.50-$39.50Hats- N/ALegwear- $7.50-$34Hair Ties- $12.50-$29.50
• Jewelry-Necklaces- $34.50-$74.50Bracelets- $19.50-$29.50Earrings- $19.50-$34.50Rings- $19.50
4. SILHOUETTES/ FABRICS
Marissa, Julie, Zoe Pant Fits
Skinny, Boyfriend, Relaxed Skinny, Straight Leg
Button Down Collared Shirts
Mini Skirts
Pencil Skirts Polyester
Cotton
Nylon
5. PROMOTIONS/ “MUST HAVES”
2 for $20 tanks
Jackets $49.50
Cardigans $25 off
Sweaters $29.50
Belts 50% off
LS Button Front Shirts $20 and $29.50
Sunglasses 50%
Tops $18
Jewelry BOGO 50%
Leopard Print
Built In Sparkle
Mini Skirt
Plaid
Stripes
6. TARGET MARKET
Woman Early 20’s to Early 30’s
Professional
College Grad
Likes to socialize after work/ on the weekends
Tech Savvy
Confident
Trend-Right
7. DESIGN DETAILS
Tweed
Button Up’s With Embellishments
Moto Skinny
Leather
8. IN-STORE EXPERIENCE
“I wasn’t greeted. I went throughout the store and no one asked if I needed help although there was a few people in line, I didn’t see any other workers on the floor. I feel my opinion is a bit biased because I see the merchandise a lot so nothing really caught my eye except for a plaid dress and a few skirts we didn’t get into the TST store yet. The signage for promos was clearly visible.”
BANANA REPUBLICLocation: 114 5th Ave, NY, NY 10011
1. STORE FRONT
Red Promo Sign
White Luggage Stacked Next to Mannequins
Trench Coats
Rustic Looking
First Impression- “Interesting window display. Makes me wonder what kind of trip the store will take me on.”
2. MERCHANDISING/ FIXTURES/ LIGHTING
Rustic Looking Inside
Mannequin sitting on table with glass globe, plants, and iron looking pieces in front of store.
Table in front display with white shorts on it?
Leather EVERYWHERE!
Grey Walls with chalk writing on walls with quotes.
Cash Wrap in front of store.
Overall- “Out of all the stores this was my favorite lay-out. The interior felt like I was walking into a mansion. Spiral staircase to my right, high ceilings- chandelier. I loved the chalk writing on the walls. Small details of necklaces hanging on the wall with chalk outlining them was interesting also. The store layout had more practical everyday pieces in the front and through a partial hallway there were more professional pieces in the back. “
3. PRICE POINTS
4. SILHOUETTES/ FABRICS
Skinny Pants
Polyester
Cotton
Nylon
5. PROMOTIONS/ “MUST HAVES”
BOGO 50% skirts
Essential Shirts BOGO
$29.90 Pants
BOGO 50% Sweaters
39.50 Denim
Sale up to 70% off
Moto Jacket
“Essentials” Button Down Shirt
Columnist & Editor Pants
Mid-dresses
6. TARGET MARKET
Woman Early 20’s to Early 30’s
Professional
College Grad
Likes to socialize after work/ on the weekends
Tech Savvy
Confident
7. DESIGN DETAILS
Peek-A-Boo Lace
Leather
Quilted Pattern
Cut-Out Pattern
8. IN-STORE EXPERIENCE
“When I first arrived I was greeted and was told that sale was in the back. I was also told by another associate that the sweaters I was looking at were BOGO 50% off. I liked one of the moto jackets because it was made of two fabrics, leather arms and shoulders with the rest in a tan wool fabric. The overall lay-out of the store was a bit confusing because men’s started halfway throughout the store with a table of men’s clothing down the middle of the store and one area of men’s clothing along the walls. I saw a lot of the same trends as I did in the other stores.”
J.CREWLocation: 91 5th Ave, NY, NY 10011
1. STORE FRONT
“Love Notes to Your Closet xo J.Crew”
Family Mannequins
Fall Leaf colored envelopes stapled behind mannequins in gradient effect
Blue navy mailbox next to family
Sweaters, Plaid, Layers, Outerwear
First Impression- “Fall is Coming! I like the family mannequins and the gradient effect of the letters. I thought they were leaves at first until I stopped and really looked at the display.”
2. MERCHANDISING/ FIXTURES/ LIGHTING
Denim Table
Button Down Shirts In Many Patterns/ Assortments
Vintage Cotton Tees In Many Assortments
Jewelry Encased Behind Glass in Middle of Store
Plants & Wood
New Balance Sneakers Strategically Placed
Overall- “I went through the store seeing that more office apparel including the Columnist and Editor pants folded on a table in the front part of the store with patent leather heels behind the pants. Towards the back was the Denim Lab which caught my eye too- less lighting, mysterious and a Lab of… Denim? Walls and a table of every type of jeans you could want (Skinny, Jegging, Boot, etc.) in so many washes. To the left of the Denim Lab is a small section of sales items with a table and walls of items. Visual merchandising was a bit confusing-too many patterns and prints together for the sake of being the same style shirt… leopard and floral?”
3. PRICE POINTS
4. SILHOUETTES/ FABRICS
Toothpick Pant
Mini Skirts
Button Down Shirts
Puffer Vests/ Jackets
Cashmere
Wool
5. PROMOTIONS/ “MUST HAVES”
Everything 25% Off.
“Recycle Old Pair of Jeans And Save”
Italian Cashmere Sweaters
Button Downs
Denim
Zip-Tunic Sweater
Biella Tassle Loafers
Shelby Satchel
6. TARGET MARKET
Woman Early 20’s to Early 30’s
Professional
College Grad
Likes to socialize after work/ on the weekends
Tech Savvy
Confident
7. DESIGN DETAILS
Leather Detail
Stripes
Quilted Pattern
Polka Dot
Lace
8. IN-STORE EXPERIENCE
“When I first arrived I was greeted and was told that sale was in the back. I was also told by another associate that the sweaters I was looking at were BOGO 50% off. I liked one of the moto jackets because it was made of two fabrics, leather arms and shoulders with the rest in a tan wool fabric. The overall lay-out of the store was a bit confusing because men’s started halfway throughout the store with a table of men’s clothing down the middle of the store and one area of men’s clothing along the walls. I saw a lot of the same trends as I did in the other stores.”
EXPRESSLocation: 130 5th Ave, NY, NY 10011
1. STORE FRONT
Kate Upton
Black, White, Red
“Hello Editor, Hey Columnist…”
First Impression- “ Very bold with the red, black and white. This caught my attention. Also seeing a red stand-alone sign in front of the front door on the sidewalk caught my eye. The mannequins dressed in moto jackets
2. MERCHANDISING/ FIXTURES/ LIGHTING
Broad Assortment of Items
Mismatching Assortment
Too Much Pattern/ Colors Together
Denim Lab (Mid-rise, low-rise)
Men's’ on opposite side… (not symmetrical)
Overall- “I went through the store seeing that more office apparel including the Columnist and Editor pants folded on a table in the front part of the store with patent leather heels behind the pants. Towards the back was the Denim Lab which caught my eye too- less lighting, mysterious and a Lab of… Denim? Walls and a table of every type of jeans you could want (Skinny, Jegging, Boot, etc.) in so many washes. To the left of the Denim Lab is a small section of sales items with a table and walls of items. Visual merchandising was a bit confusing-too many patterns and prints together for the sake of being the same style shirt… leopard and floral?”
3. PRICE POINTS
4. SILHOUETTES/ FABRICS
Columnist pant, Editor Pant,
Suit Separates
Button Down Collared Shirts
Full “A-Line” skirts
Skater “Mini” Skirts Polyester
Cotton
Nylon
5. PROMOTIONS/ “MUST HAVES”
BOGO 50% skirts
Essential Shirts BOGO
$29.90 Pants
BOGO 50% Sweaters
39.50 Denim
Sale up to 70% off
Moto Jacket
“Essentials” Button Down Shirt
Columnist & Editor Pants
Mid-dresses
6. TARGET MARKET
Woman Early 20’s to Early 30’s
Professional
College Grad
Likes to socialize after work/ on the weekends
Tech Savvy
Confident
7. DESIGN DETAILS
Peek-A-Boo Lace
Leather
Quilted Pattern
Cut-Out Pattern
8. IN-STORE EXPERIENCE
“When I first arrived I was greeted and was told that sale was in the back. I was also told by another associate that the sweaters I was looking at were BOGO 50% off. I liked one of the moto jackets because it was made of two fabrics, leather arms and shoulders with the rest in a tan wool fabric. The overall lay-out of the store was a bit confusing because men’s started halfway throughout the store with a table of men’s clothing down the middle of the store and one area of men’s clothing along the walls. I saw a lot of the same trends as I did in the other stores.”