Gap autumn 15
Mainstream- Westfield, Stratford, first floor
On entering the shop customers are greeted by a display of duffle coats for £80, highlighting the retailer’s key piece for the season. The wall display for jeans (£45) is great as it highlights what each style is and arranges them by style and size, making it easy to shop. Prices are competitive with a good quality trench coat priced at £40. There is also a wide selection of basics and a good range of sizes on display.
The backdrop of the window display is a Sale sign which completely takes over the shop and distracts from the product. The coats in the window are all black which is quite dull and will not spark the interest of passing shoppers. The shop is hard to navigate as the displays are packed too close to one another. The shop is quite untidy, particularly the Sale section which is a mess. The product is not trend led.
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