Wednesday, 25 November 2009

questionnaire

Questionnaire
Hello we are marketing students from the University of East London and wondered if you might spare a few minutes to fill out our questionnaire about bags and jewellery in East. Thank you.
1. Which of the following attracts you to the EAST Brand? (Please tick all that apply)
Ø Clothing Range
Ø Handbag Range
Ø Jewellery Range
Ø Colour of Range
Ø Fabrics
Ø Price Point
Ø Other (Please Specify)

2. Which of these retailers do you regularly visit to purchase clothing? (Please tick all that apply)
Ø East
Ø Monsoon/ Accessorise
Ø Whistles
Ø Hobbs
Ø M&S (Autograph)
Ø Reiss
Ø Kew
Ø Phase Eight
Ø Jigsaw
Ø Jaeger
Ø Give
Ø Other (please specify)

3. Of these retailers, where do you prefer to purchase your Jewellery at? And Leather Handbags? (Please tick all that apply)
J LH
Ø East
Ø Monsoon/ Accessorise
Ø Whistles
Ø Hobbs
Ø M& S (Autograph)
Ø Reiss
Ø Kew
Ø Phase Eight
Ø Jigsaw
Ø Jaeger
Ø Give
Ø Other (please specify)


4. If money were no object, which brand / retailer would, you most like to purchase Luxury Jewellery from?

5. If money were no object, which brand / retailer would, you most like to purchase a Leather Handbag from?

6. Which type of Jewellery do you purchase more often? (Please tick all that apply)
Ø Necklace
Ø Earrings
Ø Bracelets
Ø Rings
Ø Other (please specify)

7. How would you describe the Jewellery you buy? (Please tick all that apply)
Ø Occasion
Ø Everyday
Ø Bold
Ø Classic
Ø Ethnic
Ø Other (please specify)

8. How often do you purchase Jewellery & Leather handbags? (Please circle all that apply)

Jewellery –

Once a month a Every 2 months Every 3 months Twice a year or less

Leather Handbags –

Once a month Every 2 months Every 3 months Twice a year or less

9. How much would you spend on average on Jewellery & Leather Handbags? (Please tick all that apply)

Jewellery

Leather Handbags

£5-£15

£35-£45

£16-£25

£46-£55

£26-£35

£56-£65

£36-£45

£66-£75

£46 and Over

£76 and Over













10. On a scale of 1 to 10, how would you rate the following features on importance to you when purchasing Jewellery? (Please mark accordingly)

Important Un Important
1 2 3 4 5 6 7 8 9 10

Colour-

Price-

Quality-

Materials-

Fashionable-

Style-

Ethical Trading-

11. On the scale of 1 to 10, how would you rate the following features on importance to you when purchasing Leather Handbags? (Please mark accordingly)

Important UN Important
1 2 3 4 5 6 7 8 9 10

Colour-

Price-

Quality-

Durability-

Fashionable-

Size-

Ethical Trading-

12. If EAST were to produce a premium range of under the counter Jewellery & Leather Handbags, would you be interested? (Please circle accordingly)

INTERESTED NOT INTERESTED INDIFFERENT
13. If EAST were a celebrity, who would it be?

14. If EAST were a drink, which one would it be?
15. Which age bracket do you fall under? (Please circle accordingly)

30 – 35 36-40 41-45 46-50 51-55 56-60 61-70 other

16. Marital Status (Please tick all that apply)
Ø Married
Ø In a Relationship
Ø Single
Ø Widowed
Ø Other

17. Children?(Please circle accordingly)

YES NO

If YES, how many children do you have?

18. What is your profession? (Please tick accordingly)

Ø Finance
Ø Medical
Ø Education
Ø Retail
Ø Marketing
Ø Student
Ø House Wife
Ø Redundant
Ø Retired
Ø Other

19. Which income bracket do you fall under? (Please circle accordingly)

Under £15,000 £15-25K £26-35K £36-45K £46-55K Over £55,000

20. What is your postcode?

21. Which of the following magazines do you read? (Please tick all that apply)
Ø Hello
Ø Ok
Ø She
Ø Good housekeeping
Ø Homes & Gardens
Ø Marie Claire
Ø Women and home
Ø Harpers bazaar
Ø Other

22. Do you belong to any charity/ organisation groups?

YES NO

If YES, which one?


23. What are your hobbies and interests? (Please tick all that apply)
Ø Fitness
Ø Art & Design
Ø Restaurants
Ø Bars/ Clubs
Ø Theatre/ Cinema
Ø Literature
Ø Shopping
Ø Other (Please specify) _________________
Thank you for participating in our questionnaire.

Questionnaire Analysis.

As part of identifying the Mrs East customer, 58 questionnaires were carried out outside an East branch to obtain information about the East consumers as well as key factors about the under the counter jewellery and leather handbag market from the consumers point of view. The questionnaires were carried out at three locations at three different times; Kings Road 11-1pm, Kingston 1-3pm and Covent Garden 3-5pm in order to obtain an accurate consumer demographic. The questionnaire lasted approximately 4 minutes and consisted of 23 questions.

Findings

Question1: Which of the following attracts you to the East brand?

The above Bar Graph shows that the majority of the consumers that took part in the questionnaires are mainly attracted to the East brand because of the colour, clothing and jewellery range that the retailer offers. 28 out of 58 consumers felt that the retailers’ colour palette throughout the collection was strong and well represented the current autumn/ winter trends
The handbag range was least popular, which could mainly be due to the range width because during the comparative shop study, the analysis found that the retailer does not have a good variety of ladies handbags in stock.

Question2: Which of these retailers do you regularly visit to purchase clothing?


In competition with its competitors, East lead in the most favourable retailers’ to purchase clothing from. Behind East were Hobbs, Monsoon/ Accessorize, Whistles, Phase Eight and M & S (Autograph). This backs up question 1, proving that East can sustain a credible autumn/ winter clothing range against its close rival competitors, as said by its consumers.


Question 3a: Of these retailers, where do you prefer to purchase your jewellery at?

East again has come out in the lead against its competitors on where to purchase jewellery. Behind East are Monsoon/ Accessorize and Hobbs. This question proves key for the retailer because as they are looking in to producing a new under the counter jewellery range, having a good consumer following on there current jewellery range is important and an advantage to the retailer

Question 3b: Of these retailers, where do you prefer to purchase your leather handbags at?

Two clear leaders in this question are Hobbs and Monsoon/ Accessorize. They have proven to be the retailers to go to for purchasing leather handbags. This reflects again in the comparative shop where, Monsoon/ Accessorize scored high in the handbag category.


Question 4: If money were no object, which brand / retailer would, you most like to purchase luxury jewellery from?

Tiffany’s & Co were the most favoured brand for East consumers to purchase luxury jewellery from if money were no object.

Question 5: money were no object, which brand / retailer would, you most lie to purchase a leather handbag from?

Gucci, Louis Vuitton and Miu Miu were the most favoured brands for East consumers to purchase a leather handbag from if money were no object.

Question 6: Which type of jewellery do you purchase most often?

The above Cone Chart shows that a necklace is the most popular purchased type of jewellery by the East consumers

Question 7: How would you describe the jewellery you buy?

The above Cone Chart shows that there is a close rivalry between Occasional, Everyday, Bold and Classic pieces of jewellery. This reflects the East brand because Everyday and Classic pieces are regularly seen throughout the retailers’ collection; therefore, it is no surprise that the East consumer prefers that particular type when purchasing jewellery.

Question 8a: How often do you purchase jewellery
The above Smooth Line Chart shows that the majority of East consumers purchase jewellery every 2 months.

Question 8b: How often do you purchase leather handbags?

The above Smooth Line Chart shows that the majority of East consumers purchase a leather handbag every 3 months.
Question 9a: How much would you spend on average on jewellery?

The above Black & White Pie Chart shows that the majority of East consumers spend between £26- £35 on jewellery. This questions whether or not a new premium under the counter jewellery range will be affordable for the typical Mrs East customer. Lower price points on jewellery have been popular with consumers so far. Going by these results, the new jewellery range will not be popular with the current East consumer due to the steep price difference.


Question 9b: How much would you spend on average on leather handbags?

The above Black & White Pie Chart shows that the majority of East consumers spend between £66- £75 on a leather handbag. Close behind was a spend of £76 +. This shows that the East consumer is not reluctant on spending that little extra on a leather handbag; therefore, a new luxury leather handbag range can become very popular with the existing East customer on the basis of price.

Question 10: On a scale of 1 to 10, how would you rate the following features on importance to you when purchasing jewellery?

Question 11: On a scale of 1 to 10, how would you rate the following features on importance to you when purchasing leather handbags?

Question 12: If East were to produce a premium range of under the counter jewellery & leather handbags, would you be interested?

The above Black & White Line Graph shows that if East were to produce a new premium range of under the counter jewellery and leather handbags, the majority of the retailers’ current Mrs East customer will be Interested.


Question 13: If East were a celebrity, who would it be?

Frequent names that occurred from this question were:
Judy Dench- an English film, stage and television actress.
Helen Mirren- an English actor.
Fern Britton- an English television presenter
Sharon Osbourne- a British music manager, promoter, television personality and presenter.


Question 14: If East were a drink, which one would it be?

Frequent names that occurred from this question were:
White Wine- an alcoholic beverage typically made of fermented grape juice.
Red Wine- an alcoholic beverage typically made of fermented grape juice.
Cocktail- is a style of mixed drink containing alcohol. It originally was a mixture of distilled spirits, sugar, water, and bitters.
Question 15: Which age bracket do you fall under?

The above Line Column Graph shows that the majority of the East consumers are aged between 41- 50 years old. This fits in perfectly with the consumer profile of the typical Mrs East customer. Secondary research fitted the East customer at an average age of 45 years old.

Question 16: Marital Status:
The above Line Column Graph shows that the majority of the East consumers are married.


Question 17: Children
The above Line Column Graph shows that the majority of the East consumers have children. Giving the age group of Mrs East, her children have now left home, meaning she falls under the category of Empty Nest 1.
Question 18: What is your profession?

Mrs East is a House Wife who maintains a lifestyle off her husband’s income.

Question 19: Which income bracket do you fall
The main income into the Mrs East household is between £26,000- £35,000.

Question 20: What is your postcode?
http://geoffbilbrough.files.wordpress.com/2008/08/londonreliefmap1.jpg
http://www.tv-aerials-satellites.co.uk/Portals/0/Surrey_Map.gif

As the questionnaire was carried out in three different locations, the results of this question related completely to the location that the questionnaire took place.
Kings Road- SW3, SW5, SW9, SW10
Kingston- TW9, SO22 KT8, KT5.
Covent Garden- NW5, NW8, E2, E3
Mrs East lives near here local East branch.

Question 21: Which of the following magazines do you read?

Mrs East regularly reads Hello Magazine, Marie Claire as well as Good Housekeeping.

Question 22: Do you belong to any charity/ organisation group

Mrs East belongs to a charity. She regularly donates to Cancer Research UK, Breast Cancer Awareness, Global Warming as well as World Aid.

Question 23: What are your hobbies and interests?

In her spare time, Mrs East enjoys dinning out at restaurants, keeping fit and shopping.

Summary

The questionnaire was proven to be very successful. It was able to establish that Mrs East is loyal to the East brand. She regularly shops at East for clothing and is mainly attracted to the retailer through colour. On the other hand, she prefers to purchase her handbags at Monsoon but returns to the retailer when buying jewellery. Her areas of interests lie with occasional, everyday necklaces which are purchased every 2 months. She has a low price point for jewellery although when buying leather handbags, price is not very cautious. She averages at 45 years old, married with 2 children who have left home. Mrs East is a House Wife, who belongs to a charity, prefers to read Hello Magazine and Good Housekeeping and dines out in restaurants in her spare time.

interviews

Interviews

Three interviews were held, one with two employees of East’s H/O, one with an East retail store manager, and another with an East sales assistant. This was to gain more in depth knowledge and understanding of East as a business, East as a store and of the East consumer. By holding three interviews with East employees, working at different levels and locations, different perspectives and opinions should also be gained. This in turn should help in answering the brief given.


Interview with East H/O

Interviewee: Skye and Jess
Role within the company: Junior Buyers
Employment location: East H/O


Findings

From the interview with East Head Office, more knowledge of East as a business was gained, some of which coincides with previous secondary research carried out. East was originally a wholesale company called Anokhi Wholesale Ltd, based in India. They were pioneers of hand block printing. The business grew to 14 outlets and the range also broadened with supporting products from other Indian suppliers in addition to the Anokhi product. In 1994 the company was renamed East, reflecting the ethnic heritage it was founded upon, but also recognised their new sources of supply, such as china, as well as India. East now have 77 outlets, consisting of 51 stores and 26 concessions and they have recently opened four stores in India. East are planning on expanding their portfolio of stores, focusing on market towns for location.

East currently source their products from ethical suppliers, use renewable sources of energy and use recycled card for their carrier bags. East ‘continually seek ways to reduce their carbon footprint’. They are involved in a charity called DISHA, helping the development of disabled children in Rajasthan, and have been involved in other charitable campaigns such as, WSPA, promoting animal welfare.

East marketing is targeted mainly at direct communication, using mail outs and e-mails to keep their customers informed on promotions and launches of new collections. They also produce brochures to showcase new collections. They have previously used Michaela Stratton for charity organisation WSPA in one of their marketing campaigns and often have products appear in magazines such as Heat and Grazia. They offer ‘subtle and more localised’ promotion, like customer event days. In store they have seasonal sales, and offer discounts on selected lines.

They are ‘doing very well’ as a business, and are seeing growth year on year, which is said to be partly due to their ‘affluent and loyal customer base’. This success is also reflected in their online sales, which currently totals to about 5% of their total sales. However, the current economic climate has affected East, and they have increased their price points due to the exchange rate of the U.S Dollar affecting their margins.

East clothing is designed in house, and makes up 80% of the product sold in East stores. They consist of ‘individual pieces in natural fabrics with an ethnic feel, influenced by the Far East’. Trends are followed to a certain extent, but they aim to keep their own unique style. There is not currently a ‘Premium’ clothing range but East does offer more ‘luxurious’ items, such as silk dresses that can cost up to £200. Currently knitwear is doing well in stores, but this is likely to be because of the weather conditions.

Jewellery and accessories make up the other 20% of the product sold in store. These are sourced from India, China, Thailand, Philippines and Europe and reflect the eastern influence of the brand. Trade shows and various suppliers are visited to find jewellery. East jewellery is ‘developed rather than designed’. They offer a large range of jewellery options and often have 30 jewellery options per storey, and there are 12 storeys, although some may just have 5 options. £12-15 is the main selling price for East’s grid jewellery, and £50 for their current under the counter range.

Sub-brands ‘Artisan’ and ‘Premium’ are offered within non-clothing. Artisan is a limited edition, handcrafted range where each piece is unique. The ‘Premium’ sub-brand includes under the counter products and leather goods. Although it was stated that with this sub-brand, they had to be careful with the price points, to not make them to expensive. This will be something to consider when answering the brief given. ‘Premium’ is for extra special, unique pieces that have been designed and handcrafted for East.
It is understood that necklaces are the most popular type of jewellery, followed by bracelets and earrings. ‘Mrs East’ does not like necklaces that are too heavy. With bracelets, she does not like bangles, but prefers fastened or elasticated styles. Natural materials that have been ethically sourced are the most popular. Skye and Jess state that ‘successful handbags that are those with handles long enough for the bag to be worn over the shoulder, generally in dark colours’. They say that ‘the leather handbags that do well are those which cost about £70, and that the more
expensive ones do not do so well’.

From the interview it understood that ‘Mrs East’ is aged 35-60, with their core consumer aged 40-50. She is well travelled and loyal to the brand. She is also interested in individuality and ethical causes. She is affluent and has money to spend, but also wants value for money.

In terms of East as brand, a key factor is being ‘individual’. The individuality of their product was used to define them as a brand and what they saw their unique selling point as, differing them from their competition. There was strong emphasis on their product tagline ‘designed to be individual’. Words used to describe East were ‘ethnic, colour, texture and individual’. Their involvement in charities and ethically sourced products was also deemed as important, as was colour.

Skye and Jess believe the key competitors of East are Hobbs, Phase Eight and Coast. They believe that for under the counter jewellery Hobbs and Jigsaw are competitors and Monsoon for their grid jewellery. In terms of leather handbags they state that their customers would be ‘willing to pay for an expensive leather bag from, say, Mulberry, but would not spend the same amount on a leather bag from East’.

From the positioning grids, they do not rate East highly in terms of fashionability but do for quality. They locate competitors, Hobbs, Phase Eight and Coast near by in terms of fashionability and quality but with Hobbs and Coast rated slightly higher in quality and fashionability. The second positioning grid, fashionability and price, they once again do not rate East’s fashionability highly but believe their pricing is just below average. Competitors were placed in the same position as before for fashionability but in terms of price, Coast was rated the highest, followed by Hobbs.

From the interview, it is now clear that in terms of the brief given, they want a premium range of under the counter jewellery that they can retail at a higher price. They are not interested in attracting a new customer to the premium range but ‘a Mrs East who is willing to spend a little bit more’. The range needs to be special enough for her to want to spend the extra money on an item. Focus needs to be on ‘Mrs East’ who is aged 40-50, as they generally spend more.


Interview with East Store Manager

· Interviewee: Lindsey
· Role within the company: Retail Store Manager
· Employment Location: Bluewater Shopping Centre


Findings

East retail store in Bluewater is performing well as a business, and like Skye and Jess from the H/O interview, believes this is due to loyal customers. She also states that they are in a good location, and that they get ‘customers who have a larger budget and are willing to come and spend more money’. Although, as a store, due to the current economic climate, they have had to put more emphasis on customer service, and promotions, like 30% off selected lines, have been offered.

Entry and exit prices for clothing for East at Bluewater start at around £22 and can go up to £200 for dresses. Knitwear is currently the bestselling type of clothing although she says this often changes. Basic styles of clothing are consistently popular.
In terms of handbags, they start at £20 (non-leather) and go up to £110 (leather). The most popular type of handbags at East Bluewater are the basic, leather day bags, generally in black. For general jewellery, bracelets start at £6 and necklaces go up to £20. Necklaces are the most popular type of jewellery. For their current range of under the counter jewellery, necklaces go up to around £60. Of East’s (Bluewater) current total sales, 14% are handbags and up to 20% is jewellery.

Throughout the interview Lindsey made a strong emphasis on the ‘unique style’ and ‘Quality’ of East products. Claiming that this was what defined them as a brand and also what differs them from their competition. East’s ‘unique style’ and ‘quality’ is clearly a strong factor for East. She describes East as ‘unique, ethnic and traditional’.

Lindsey describes East’s core customer as being aged 35+, working or retired with money to spend. Although ‘Mrs East’ has money to spare, she likes to get her moneys worth and will not spend too much on an item that does not seem worth it.

Lindsey believes the key competitors for East at Bluewater Shopping Centre are Hobbs, Kew and Phase Eight. These findings coincide with the secondary and primary research completed. Although it was also stated that Monsoon and Coast are no longer main competitors as they offer more occasional wear than East. She describes East and its competitors as being positioned in the mid-market to upper end of the UK High Street market. She believes this position has changed, and their prices have risen, partly due to the trend for trading up throughout the current economic climate. A range of premium leather handbags and under the counter jewellery would bring more emphasis on them growing towards the upper end of the High Street.

From the positioning grids, she does not rate East highly in terms of fashionability but does for quality. She locates competitors, Hobbs, Kew and Phase Eight near by in terms of fashionability and quality but with Hobbs rated slightly higher in quality and fashionability. The second positioning grid, fashionability and price, she once again does not rate East’s fashionability highly but believes their pricing is above average. Competitors were placed in the same position as before for fashionability but in terms of price, Hobbs was rated the highest.

From the interview it is understood that not all East customers are aware of their involvement in charities and ethical causes. She says ‘ It would be great to put more emphasis on it. People like to do charities’. If all East customers knew bout East’s involvement, it could be a great selling tool. Lindsey also believes it would have a positive affect if more people knew about the brand as a whole.

Lindsey believes that by including a premium range of under the counter jewellery and leather handbags, it may boost East’s profile, although she puts strong emphasis on the items having to be worth the money they cost. She says ‘I think our customers like to get their moneys worth, so it would have to be something quite special’. She believes an East customer may spend up to £80 on a statement necklace and £120 on a leather bag, if they are worth the money.


Interview with East Sales Assistant

· Interviewee: Jenny
· Role within the company: Sales Assistant
· Employment location: Covent Garden

Findings

Jenny believes that a premium range of under the counter jewellery and accessories will have a positive affect on East as a store. She says ‘our jewellery is often bought for gifts, under the counter jewellery would make a good present’.

In terms of East as a brand, jenny believes East offers something different and slightly eclectic. She thinks this is what differs them from their competition as well as having well merchandised clothing and accessories. She describes East as ‘quirky, bohemian and ethnic’.

Jenny regards Hobbs, Whistles, Phase Eight and Monsoon as key competitors for East at Covent Garden.

Jenny believes East is positioned in the mid-market to upper end of the UK High St retail market. She doesn’t think this position has changed, although she has noticed a rise in the cost of items in store. From the positioning grids, she does not rate East highly in terms of fashionability but does for quality. She locates competitors, Hobbs, Whistles and Phase Eight near by in terms of fashionability and quality but with Hobbs rated slightly higher in quality and fashionability. Whistles were also rated higher for fashionability. The second positioning grid, fashionability and price, she once again does not rate East’s fashionability highly but believes their pricing is above average. Competitors were placed in the same position as before for fashionability but in terms of price, Hobbs was rated the highest.

Jenny describes East’s core customer as being aged 40+, possibly retired, with money to spend. She describes ‘Mrs East’ as having a slightly eclectic style.

From the interview it is understood that East at Covent Garden is doing well as a business. She claims that ‘on a recent Saturday the store made over 15,000, which is the most it has ever made’. Jenny believes that East at Covent Garden have not had to make many changes in reaction to the current economic climate, and believes this is due to the age group of their main consumer, saying ‘they have not been affected as much as younger generations, and still seem to have money to spend’. Although she also points out that more promotions are being offered, like 30% off selected lines of clothing.

Previous promotions include ‘spend £100 and get a free shopper bag’. Jenny believes this is about the average spend of an East customer.

From the interview, it is understood that, for clothing, cardigans are popular, in plain bock colours. In terms of jewellery, all styles do well, although she does point out that many customers ask for their clip on earrings. She believes expanding their jewellery range would be positive. For the current under the counter jewellery, statement necklaces do particularly well. Jenny also says that the point of sale for the under the counter jewellery should be considered as it is difficult to cater to customers at busy peak times wanting to try on items when staff are busy elsewhere. If the point of sale was altered it could increase sales in their under the counter jewellery.

From the interview with Jenny, it is understood that East customers at Covent Garden are not very aware of East’s involvement in charities and ethical causes, and that even she is not all that aware. She says of the customers ‘it would probably be something they would want to be a part of’ and ‘I suppose it makes you feel good if you know your purchase is going towards a good cause’.

For the future, she believes their core consumer would be interested in a small home-wear range, ‘with the same ethnic vibe’. And also making the wooden block prints available for purchasing, as many customers ask about them.



Analysis

From the three interviews held it is clear that the ‘individuality’ and ‘unique’ style of East products is a key factor, as this was consistently mentioned in all three interviews. Quality was also deemed as important, as well as the ‘ethnic’ feel of the brand. It is important that these factors are continued through to a premium range of under the counter jewellery and leather handbags so not to alienate their current core customer.

From all of the interviews it is understood that an East’s customer is aged 35+, affluent and loyal to the brand. It seems that ‘Mrs East’ has money to spend, but also wants value for money. An East customer will only spend that little more money if she believes it is worth it. A premium range product should target women aged 40-50, as this is East’s core consumer and who are willing to spend more on an item.

It is understood that, in order to create a successful premium range, and retail it at a higher price points, the product must be of good quality and be special enough for ‘Mrs East’ to want to spend that little bit more. The range should have a good mix of individuality and unique style whilst maintaining the ethnicity of an East product.

In terms of leather handbags, day bags in dark shades are popular. They should have long enough handles to be worn over the shoulder. For jewellery, necklaces were found to be most popular, followed by bracelets and earrings. Bracelets should be fastened or elasticated, not bangles, as these do not sell very well.

Key competitors were found to be Hobbs, Phase Eight, Whistles and Kew, which coincides with findings from other primary and secondary research carried out. Coast and Monsoon were also found to be key competitors, although this opinion differed with Lindsey, store manager at Bluewater Shopping Centre, as she believes both stores are no longer competitors due to offering more occasional wear than East.

From the positioning grids used in the interviews, it seems East may need to increase their fashionability slightly in order to compete with their key competitors, Hobbs and Whistles. If fashionability is increased, they may be able to retail their product at higher price points.

It is understood from the interviews that East consumers may not be very aware of East’s involvement in charities and ethical causes, although this opinion differs from head office to those in store. This could be a great selling tool, and could even attract new consumers to their stores, if it is made more obvious to the consumer. Sales Assistant Jenny said ‘I don’t think they (customers) are very aware, even I’m not really sure exactly what East is involved in’. If there was more information placed around the store, or more emphasis on knowledgeable staff informing customers, this may help increase awareness and boost sales.





Interview with East H/O

· Interviewees: Skye and Jess
· Role within the company: Junior Buyers
· Location of work: East H/O

Introduction

‘Hi my name is Sophia and this is Helen, Mel and Lizzie. We are here to ask you a few questions about East, East clothing and accessories, and the brief you have given us. Feel free to mention anything else about East that you feel strongly about or have an opinion on, even if it doesn’t relate to the question being asked.’

Questions

· Would it be possible to have a brief overview of the company?

Business Overview
East was originally a wholesale trading company with two shops called Anokhi Wholesale Ltd. The businesses were then, and still are today, the pioneers of hand block printing for textiles and fashion based in Jaipur, Rajasthan, India.
Eight years on, the business had grown to ten branches and four concessions. The range had also broadened considerably and the Anokhi product, whilst still being significant, was supported by additional ranges from other Indian suppliers.
It was in 1994 that the stores were renamed East. The name reflected the ethnic heritage the company was founded upon, but also recognised new sources of supply such as China, as well as India.
The company has grown to 77 outlets, with 51 stores and 26 concessions, including 20 John Lewis concessions. We have recently opened four stores in India, Delhi, Bangalore and Mumbai.

Product
In terms of our product our tagline is: ‘Designed to be individual’. The clothing is designed in house for women who love individual pieces in natural fabrics, with an ethnic feel. They are heavily influenced by the time honoured traditions of the Far East incorporating ‘hand’ crafted embroideries, wonderful evocative prints and vibrant colours to create our distinctive outfits.
We follow trends to a certain extent but also like to keep our own unique style. It’s also what styles sell in previous seasons that determine our designs. Plus we visit trade shows and take information from WGSN etc.
All the clothing is designed in house and makes up 80% of the product sold in East stores.
The other 20% is made up jewellery and accessories, although at Christmas time this will increase. These are sourced globally from India, China, Thailand, Philippines and Europe. The product is sourced to compliment the clothing and reflect the Eastern influence of the brand. We visit trade shows and our various suppliers to find jewellery. Our jewellery is developed rather than designed. We have a vast range of jewellery options and have 30 jewellery options per storey in total, and there are 12 storeys. Although some storeys will not have 30 options, some may just have five.
Within non-clothing we have the sub-brands ‘Artisan’ and ‘Premium’. Artisan is a limited edition, handcrafted range where each piece is unique. The ‘Premium’ sub-brand includes under the counter products and leather goods. Although with this sub-brand we have had to be careful with the price points not to make them too expensive. ‘Premium’ is for extra special, unique pieces that have been designed and handcrafted for East.

Marketing
Our marketing is targeted mainly at direct communication. We use mail outs and e-mails to keep our customers up to date on promotions and launches of new collections.
Through our website we have an interactive magazine to offer styling tips and other information we feel the customer may benefit from.
Each season we produce a brochure to showcase the flavour of each of our collections.

Ethical Sourcing
East is committed to producing high quality products with the complete collaboration and support of our suppliers. As we continue to grow, we will continue to source our products from ethical suppliers

Environmental Impact
The electricity we use in our stores and head office is all generated from renewable sources. As of 2007, all our carrier bags are now made from recycled card, and the cardboard used to deliver product from overseas suppliers is all recycled. We are continually seeking ways to reduce our overall carbon footprint.

Charitable Involvement
Started in March 1995, DISHA is the first centre for the education and development of disabled children in Rajasthan. East has been involved with DISHA since September 2000 and contributed to the school moving into a special new building in September 2004.


Firstly we would like to find out a bit more about the brief you have given us.

· Why have you decided to include premium leather handbags and under the counter jewellery within your stores?
To increase our product depth, and hopefully generate more profit.
- Attract a different customer?
We think it should still attract our current core customer. It should be a ‘Mrs East’ who is willing to spend a little bit more. The product should be special enough for her to splash out. She would probably be aged 40-50, as they are more likely to spend that little bit more. I think we have to give her what she is used to and what she wants, but maybe tease her a little with new styles and see how she reacts to it.

· What affected these decisions?
Like the brief asks, we want to know what limitations we have in terms of price, style etc. I think we need to know what it is that makes ‘Mrs East’ spend that little bit more on an item.

· What do you mean by a ‘premium’ range?
By this we mean we a range that we can retail at higher prices. Something that is quite special and that ‘Mrs East’ will be willing to purchase.

· Do you have a ‘premium’ range of clothing?
Not as such, but we do offer more luxurious garments, like silk dresses that can retail up to £200, or hand beaded items that are quite special and more expensive than other items.

· What defines you as a brand?
It would have to be our Individual pieces, like we mentioned before, our tagline is ‘designed to be individual’. Our involvement in charities and that our products are ethically sourced is also a factor. Colour is also very important.

· If you had to describe East in three words what would they be?
Ethnic, colour and texture and also individual.

· How would you describe your core consumer?
- Who is Mrs East?
She is generally aged 35 to 60, but our main consumer is aged around 40 to 50. She is well travelled and loyal to the brand. She is interested in something different. She has money to spend, although she also wants value for money and doesn’t want to throw her money away. She is interested in ethical causes and is a caring lady.
- Do you think your customers are very aware of the fact that you are involved in charities and ethical causes?
Yes, we give staff all the relevant information to pass on to our customers. We have handouts and leaflets. We also have labels inside the products saying if you buy this you are contributing to this charity etc. and there are other things around the store

· What is East’s unique selling point (USP)?
- What makes East different from other stores and its competitors?
Like we’ve mentioned before, our unique and individual pieces. Our point of difference.

· Who are your key competitors?
Our competitors would be Hobbs, Phase Eight, and Coast. Any of the brands that are also located in John Lewis stores. For our leather handbags and under the counter jewellery, it would also be Hobbs (under the counter items) and stores like Jigsaw. Monsoon would be a competitor for our grid jewellery, although it is difficult to compete with them as they have considerably lower price points than us, as they get their jewellery in the masses. In terms of handbags, they are willing to pay for an expensive leather bag from, say, Mulberry, but would not spend the same amount on a leather bag from East.

· Where do you feel East is positioned within the UK fashion retail market?
It would be mid-market to upper High St.

· Using the positioning grids can you place where you think East and their competitors should be.
(See positioning grid)

· What is your market share of that sector?
We are often told but couldn’t actually say at the moment. We are given lots of information from John Lewis and are often their number one brand for womenswear.

· How is your business performing at the moment?
We are doing well. Very well compared to lots of people who are struggling at the moment. We have good customer base that are affluent and loyal to the brand; they will keep buying and visiting the store. We are seeing growth year on year.

· What are your online sales (as a percentage of total sales)?
Our online sales have seen massive growth. It’s almost as big as our Covent Garden store in terms of turnover. It’s currently around 5% but can change. Our website opened available for purchasing, about 15 months ago so where we are now is incredible.

· What is your best-selling product?
Knitwear is doing well at the moment. It often changes as the weather changes.

· What is your best-selling handbag?
The bags that do well are the ones that have a long enough handle to be worn over the shoulder. Leather bags that cost around £70 do the best in terms of sales, the more expensive ones don’t do so well. This is the difficulty in creating a ‘premium range’. The style of Leather handbag that sells also changes from month to month, so it’s very difficult to know exactly what she wants.

· What is your best-selling Jewellery?
Our bestselling type of jewellery would be necklaces, then bracelets and earrings. She also likes an Art Deco look. Broaches are also very popular. Our customers generally don’t like heavy items, especially around the neck. For bracelets, they like something that is elasticised or fastened, she doesn’t like bangles, or something that is too loose around the wrist. Popular earrings are the more simple styles.
- What is the main selling price for Jewellery?
£12-15 is the main selling price for jewellery, and for our under the counter jewellery it’s about £50.

· What materials/fabrics are popular?
‘Mrs East’ likes natural fabrics, materials that are ethically sourced. Materials like mother of pearl, glass etc. we have used resin for our jewellery but it’s the natural materials that do the best.

· What promotions do you offer?
We have seasonal sales. We also offer promotions, like 30% off selected lines, but not too often.

· What other marketing strategies have you considered?
- Would you consider using a celebrity?
We have done a campaign with Michaela Stratton for WSPA. We have brochures, leaflets, mail outs etc. We have had items appear in magazines such as Heat, Women’s Weakly and Grazia. We are quite subtle and offer more localised promotion. We also have customer event days.

· How has East reacted to the current economic climate?
I think what has affected us the most would be the exchange rate with the US dollar. It has affected our margins so we have to work harder to meet them. We have had to increase our price points.

· Are ALL your products sourced from ethical suppliers?
We are an ethical company in terms of how we use our energy and we use ethical suppliers. We work very closely with our suppliers although it’s very difficult to oversee everything that goes on in the factories, but if we saw something that wasn’t appropriate we would be horrified and would definitely no longer use them. We do our best to make sure everything is ethical and feel comfortable saying that we are an ethical company.

· And finally, what do you see in the future for East?
- Expansion (more stores)?
- More product range/depth?
We are planning expansion focusing in market towns and generally growing as a brand. Decisions about adding new ranges, like children’s wear are not normally down to us.


Thank-you for your time, you have been a great help.


Interview with East Sales Assistant

· Interviewee: Jenny
· Role within the company: Sales Assistant
· Employment location: Covent Garden


Introduction:

‘Hi my name is Sophia and this is Helen. We are here to ask you a few questions about East as a company and your store in particular. Feel free to mention anything else about East that you feel strongly about or have an opinion on, even if it doesn’t relate to the question being asked.’

Questions

· East has decided to include a range of premium leather handbags and under the counter jewellery within your stores, why do you think this is?
Maybe because accessories tend to do quite well, so a premium range may encourage the customers to spend more.
- Do you think this will have a positive affect?
Yes, the leather bags we have at the moment are selling so I’m sure a premium range would too. Our Jewellery is often bought for gifts, under the counter jewellery would make a good present, especially for Christmas. It also might boost the stores profile.

· What would you say defines East as a brand?
I think that it offers something different, and a little bit quirky. I think the women that shop at East are and wear something that their mother would have worn at the same age. East clothes and accessories remind me of something an art teacher would wear, slightly eclectic.

· If you had to describe East in three word, what would they be?
I would say quirky, bohemian and ethnic. Many of the prints are Indian, it definitely has an Asian or ethnic feel to it.

· How would you describe your core customer?
Probably aged about 40+, reasonably well off with money to spend. I would say that a lot of our customers are retired, the sort of lady with plenty of time to go shopping. She is a woman with a slightly eclectic style.

· What is East’s competitive advantage?
Like I mentioned before, I think its that East offers something a little bit different. I also think East handbags and jewellery are merchandised really well. They are well placed next to co-ordinating clothes, giving customers ideas for outfits. I think older customers sometimes need a push in the right direction when being creative with clothes and accessories, so this helps.

· Who are your key competitors?
I would say Hobbs, Whistles, Phase Eight and Monsoon.

· Where do you feel East is positioned within the UK fashion retail market?
Mid-market to upper high St.
- Do you think this position changed?
Not really, but we do now include some more expensive clothes, like dresses that can be up to £200.

· Using the positioning grids can you place where you think East and their competitors should be.
(See positioning grid)

· How is your store performing at the moment?
East is doing well I think, on a recent Saturday the store made over £15,000, which is the most its ever made since opening,

· What is your bestselling garment?
Our cardigans sell quite well in plain block colours.

· What is your bestselling handbag?
Leather bags do really well, in black or brown. The practical day bags that can be worn over the shoulder. Also, the woven shoppers, but this is probably because they are less expensive and also practical.

· What is your bestselling piece of Jewellery?
All of the jewellery does well; we have lots of customers asking for our clip on earrings that do surprisingly well. The under the counter jewellery we have at the moment also does well, particularly the statement necklaces. But I would also say that the point of sale should be thought about because our customers like to touch and try on the under the counter jewellery and sometimes on a busy Saturday its not possible to keep opening the counters when, for example, there is a queue of people at the till waitng to be served at the same time.

· What promotions have East offered to its consumers?
We have had seasonal sales and other promotions like if you spend £100 you get a free shopper bag.
- Would you say £100 was the average spend?
Yes roughly, but I think it encouraged customers who were buying one item at, for example, £70, to buy something else, which was good.

· We like that East is involved in ethical causes and has some charitable involvement, do you think your consumers are aware of, or interested in this?
I don’t think they are very aware, even I’m not really sure exactly what East is involved in. I think they should be made more aware of it as it would probably be a really good selling tool and something they would probably like to be a part of. I suppose it makes you feel good if you know that your purchase is also going towards a good cause.

· Has your store had to react to the current economic climate?
Not really, I think East’s main consumer hasn’t been affected by the credit crunch as much as younger generations, it seems they still have money to spend. We have offered more promotions, for example 30% off selected lines.

· What do see in the future for East?
I believe their planning on opening more retail stores and I think expanding their jewellery range will be positive. I also think the type of women that shops at East would be really interested in a small home-wear range, with the same ethnic vibe as the clothes. We also have lots of people asking if the wooden block prints are for sale so making them available to buy would be good. I think ornaments would be quite good too.

Thank-you for your time, you have been a great a help.

Interview discussion with East Store Manager


· Interviewee: Lindsey
· Role within the company: Retail Store manager
· Store Location: Bluewater Shopping centre


Introduction

Hi I’m from The University of East London, my name is Sophia and I’m here to ask you a few questions about East as a company and your store in particular. I’ll also be asking about the brief we have been given by East. I talk through the brief with her and explain what we are trying to achieve.

Questions

· East has decided to include premium leather handbags and under the counter jewellery within your stores, why do you think this is?
I suppose it would be to increase our prices and possibly generate more profit. And it might encourage the customers to spend more money or even attract new customers.

· Do you think this would have a positive affect on your store, and why?
Yes, I don’t see why it wouldn’t. It might boost the stores profile too. Although I think it would depend how much they cost to buy, our customers have money to spend but they wouldn’t spend too much.
- How much do you think your customers would be willing to spend on under the counter jewellery?
Maybe up to £80 for a statement necklace. I think our customers like to get their moneys worth so it would have to be something quite special.
- And how much do you think they would be willing to spend on a premium leather handbag?
Perhaps £120, but once again it would have to be worth the money.

· What would you say defines you as a brand?
I would say it would be our unique style and quality.

· If you had to describe East in Three words what would they be?
Unique, Ethnic and Traditional.

· How would you describe your core customer?
- Who is Mrs East?
I would say that she is aged 30+, possibly a business lady or retired with money to spend.

· How would you want your customers to describe you?
I would like them to say that we offer a welcoming, calm and friendly environment to shop in. And that we offer good quality clothes in unique styles.

· What is your competitive advantage?
Once again, I would say our unique style.

· What your mission statement?
I’m not sure, to offer unique styles and good quality clothing, I guess.
· Who are your key competitors?
In Bluewater, I would say Hobbs, Kew and Phase Eight. I think it used to be Monsoon and coast too, but not so much any more. They clothes are far more evening and occasion focused than ours now. I think we offer more daytime clothing.

· Where do you feel East and its competitors are positioned in the UK fashion retail market?
I would say mid-market growing towards the upper end.

· Has this position changed, and why?
Yes, I think we have a higher price range now. I think this may be partly due to the economic situation; people seem to want to trade-up and get something that lasts.

· Using the positioning grids can you place where you think East and their competitors should be.
(See positioning grid)

· How is your store performing?
Very well at the moment, we are lucky enough to have loyal customers.
- What are your strengths/weaknesses?
I would say we are in a very good location. Bluewater (shopping centre) is quite an upmarket shopping centre compared to some other local centres and so we get customers who have a larger budget who are willing to come and spend more money.

· What are your entry and exit price points for East clothing?
The cheapest items would start at around £22 and go up to about £69 for a jumper. At Christmas time we have dresses that cost up to £200.

· What are our entry and exit price points for handbags?
They would generally start at about £20 for something quite basic and then go up to about £110 for the leather bags.

· What are your entry and exit price points for jewellery?
Bracelets start at £6 and necklaces go up to about £20.
- And what about your current under the counter range?
A broach will cost up to about £30 and a necklace up to around £60.

· What percentage sold are handbags (of total sales)?
It changes from time to time but it is generally around 14%.

· What percentage sold is jewellery (of total sales)?
It can be up to 20% around the Christmas period when jewellery is often bought as a gift.

· What is your bestselling product?
At the moment knitwear is doing very well, this often changes. Generally it is our more basic styles that consistently do well.

· What is your bestselling handbag?
It would be our basic leather bags, normally in black.

· What is your bestselling piece of jewellery?
More necklaces are sold than any other type of jewellery.


· What sort of promotions do you offer within store?
We have seasonal sales but are currently offering 30% and 50% off selected lines of knitwear.

· We like that East is has some involvement in charity and ethical causes, do you think your customers are aware of this and shop here because of it?
I don’t think that all customers are very aware of it, we don’t offer much signage on the subject. I’m sure some are but it would be great to put more emphasis on it. People like to do charities.

· How have you had to react because of the economic climate?
- Have you had to make any changes?
We offered the VAT reduction and we have increased our prices. We have also had a lot of promotions and offers, like the one we are doing at the moment (30% and 50% off selected lines of knitwear). In store generally we have to put more emphasis on customer service to make the sales.

· What do you see in the future for East?
- More product range/depth?
I believe East is expanding and more stores will be opened. A good shoe range would be great.

· If you could change anything about East, what would it be?
I think I would try and make people more aware of the brand as a whole.

Thank-you for your time, you have been a great help.

Three interviews were held, one with two employees of East’s H/O, one with an East retail store manager, and another with an East sales assistant. This was to gain more in depth knowledge and understanding of East as a business, East as a store and of the East consumer. By holding three interviews with East employees, working at different levels and locations, different perspectives and opinions were gained.

Key points

· The ‘individuality’ and ‘unique’ style of East products was found to be a key factor. The quality of products and the ethnic feel to the brand were also deemed as important.
· ‘Mrs East’ has money to spend but also wants value for money
· A successful premium range that can retail at a higher price points must be of good quality and be special enough for ‘Mrs East’ to want to spend that little bit more. The range should have a good mix of individuality and unique style whilst maintaining the ethnicity of an East product.
· Key competitors were found to be Hobbs, Phase Eight, Whistles and Kew.
· Position grids show that East may need to increase fashionability in order to compete with key competitors.
· In terms of leather handbags, day bags in dark shades are popular. They should have long enough handles to be worn over the shoulder.
· For jewellery, necklaces were found to be most popular, followed by bracelets and earrings. Bracelets should be fastened or elasticated, not bangles, as these do not sell very well.
· East customers are not very aware of their charitable involvement and ethical sourcing. This could be a key selling tool, if made more obvious to their customers.

Wednesday, 18 November 2009

trend research

Trends for Spring/summer 2010
Colours -
Whilst at first glance the palette looks vast it seems to play on quite a similar set of hues, featuring mostly light and bright summery colours which try to capture a younger and more upbeat tone then much more demure colours we saw from Pantone’s colours for fall/winter 2009/2010. Also predicted is a re-occurrence of the romantic trend and inspirations taken from the pop art of the sixties and seventies.
http://www.fashionising.com/trends/b--Interfileres-Colour-Trends-SpringSummer-2010-1976.html
CIFF Trends - Fashion trends

Light TechBack to the futureA new beginning showing optimism and progress. Technology becomes playful in a sweet way. A new positive high-tech is restarting with references to the naivity of the 50ies.

Ode to NatureAn homage to natureModern ceremonies, half-pagan, half-religious, which evoke the goddesses and vestal virgins of Antiquity, pre-Raphaelite paintings and symbolism. A romantic, spiritual, poetic appeal.

Southern FolkWe head to South AmericaA creative melting pot in a mix of influences and civilizations. From this universe, we rediscover both the appealing glamour of seductive movie actresses like Maria Felix and the humble elegance of traditional folklore outfits.

Popular AppealAlternatively chic and more wildA woman-child with a retro look set in a Twin-Peaks universe. She looks like Mom and he looks like Granddad. A playful, girly mood juggling vintage patterns and faded 60’s and 70’s Americans colours creates a mundane atmosphere with a twisted angel.

http://www.cosmoworlds.com/trends/trends-2010-ciff_fashion_trends-light_tech-06272009.htm
Accessories trends


Tassels – I called it for last spring and once again this detail is big. It will come both attached to the bag and, even more common, as a detachable item. The reasoning here, I believe, is 1) it’s like a second gift with purchase and 2) the tassel isn’t a tremendously dramatic accent, and yet it’s some kind of movement and flair to classic shapes – designer are keeping it mostly safe these days
Dark Colors – If you’re looking to get a fabulous new fusia tote this spring, think again. Designers are keeping it safe (even those that showed on the NY runways) showing black, browns, and greys.Innovation – While some are keeping it basic, other
Secondary Lines – You love your Bulga, but wouldn’t it be nice to have a B by Bulga bag that is priced lower? Some of your favorite brands have heard your calling (not Bulda, that is a figment of my bag-a-licious imagination) and are launching secondary lines. I’ll announce those in an upcoming post.
Sparkle – Shiny happy rings and necklaces in oversized doses are still a must. For say $50 you can get a huge cocktail ring that will ignite new energy into last year’s floral-print dress. Rachel Zoe would so approve!

http://www.twolia.com/blogs/fashions-side-dish/2009/09/30/spring-2010-accessory-trends-report/

Vogue – a-z of spring/summer 2010 trends –
· Statement necklaces
· Fringing
· Pinstripes
· Ruffles
· Sports mesh
· Tattoos
· Underwear as outerwear
· White
· Yellow
· Zen
· Epaulettes
· Genie pants
· Jumpsuits
· Knotting
· Lower heels
· Bras
· Cycling shorts
· Deconstruction

Tuesday, 17 November 2009

bag counts/footfalls

Bag counts
This quantitative method of research helped to gain an in depth account to East’s competitors, by analysing East customers bags being carried. The results show a count of bags at a variety of three locations, Covent Garden, kings road and Kingston, on three different days at three different times. and East competitors in the surrounding area.
*Accessorize
*Monsoon
*Reiss
*Jaeger
*Hobbs
*Marks and Spencer’s
*John Lewis
The bag count will help to identify and build upon the knowledge of a East consumer analysing and comparing East to its competitor’s. From the research found the above shops were proven to be the top competitor’s of east for jewellery and bags. This may be due to their similar marketing approaches, price ranges and product range
Findings
kings’ road
At 10amin kings road marks and Spencer’s is the busiest with 50% of consumers with bags,. Overall the bag count is low, as consumers are travelling to work.

42% east bags were spotted during 1pm, This suggests that east have good customer service, a strong visual shop window and good sale promotion, due to the success of bag counts.

During 5pm john Lewis Waitrose and marks and Spencer’s are popular these are all department stores which are in the surrounding area.
Covent garden
During the morning Harrods and Debenhams were the most popular, however theses are department stores in the surrounding area, Hobbs followed closely behind suggesting their target consumers shop in the morning to retrieve the best deals.

At 1pm 23% were marks and Spencer’s bags because it is lunch time. consumers purchase food and fashion items at the same time to save time.. Nicole Farrar bags were spotted which is a surprise during the recession period ,as it is a expensive designer retailer , however Nicole Farrar window could have a great impact on consumers

Marks and Spenser’s is popular during 5pm which could be because of the stores visibility from the street as it is a large store . 17% of bags from accessories and monsoon, this suggests that there maybe in store promotion as the retailers’ are part of the same chain.
Kingston
At 10am 40% Reiss bags , , with jaegers and monsoon flowing with 20%. From theses retailers it suggests that there a many elder women shopping as theses shops have similar prices and styles.

At 1pm value stores Primark, and H&M are popular, proving younger consumers shop in the afternoon period at the weekend, rather than the morning opposed to the elder audience.

At 5opm 27% were Primark bags this maybe due to the recession, consumers are looking for value for money. however john Lewis is also strong as it is a department store in the surrounding area.


Analysis
Overall in kings road the retailers below seem the most popular which are all similar stores and suggest that an older working audience shop here, who are less fashion focussed or have different priorities during the week, although east was very successful on this particular day.
*Waitrose
Marks and Spencer’s
*John Lewis
The most popular retailers in kings road are shown below these retailers suggest that older consumers shop here, as theses three retailers have similar aspects .
*Marks and Spencer’s
*Hobbs
* Monsoon
From Kingston research as it was carried out at the weekend older consumers who are more fashion focussed and have a higher disposable income opposed to Covent garden or kings road due to the retailers shown below, tend to shop during the morning to have the rest of the day to spend time with their family and do choirs opposed to the younger audiences who tend to shop during the evening period.
*Reiss
*Jaeger
*Monsoon
*H&M
*Primark

Footfalls
This quantitative method of research helped to gain an in depth account of
*how many people walked past the East store,
* How many people walked into the East store
*How many people walked out with an East bag.
This was carried out at a variety of three locations, Covent Garden, kings road and Kingston, on three different days at three different times, which also showed East competitors in the surrounding area.

Analysis- Covent Garden
At 10am a low percentage of 28 target customers were counted, of these a high percentage of 35.8% of them entered the store. this proves that , customers are focused on what they want to purchase and where to shop with 3% of consumers making a purchase. , it is one of the quietest times of the day and working women may prefer avoiding the shopping rush at 1pm,

At 1pm 67% walked past and 30% of these entered the East store, this is the busiest time of the day as everyone has a lunch break and a high number of consumers entered the shop, with 3% of women making a purchase , which is often an impulse buy, resulting in a feel good factor.

At 5pm a reasonable high footfall of 36 were counted, with only 25% consumers entering, This is the lowest percentage of the day, as most of the target consumer have been working and are focused on getting home early rather than shopping , explaining the high footfall of people finishing work and the rush hour
Kings road
During the morning there was a high percentage of people walking past , due to the rush hour of people travelling to work. With a mere 3% walking into the store as consumers have higher priorities.

At 1pm there is a high footfall during lunch time with 5% of consumers walking unto east and 2% of theses make a purchase which is a positive outcome resulting in the most successful time of the day .

At 5pm the highest footfall of the day 98% as people are travelling home from work 2% walk into the store as they try to find last minute deals

Kingston
In the morning period 15%walked into the east store with an 85% footfall , this is a very high footfall however it is a Saturday, as consumers priorities shopping , although no purchases are made this maybe because consumers are looking for the best deals in this difficult time of the recession. As consumers are not staying loyal to retailers,

At 1pm footfall increases however consumers are eating lunch as only13%enter the store.

At 5pm is the busiest time of the day with 14%entering the store with 2%making a purchase as consumers have now browsed the shops and make a last minute purchase

Analysis
Overall the general outcome of the footfall showed the busiest and most successful location was Covent garden with 129 consumers surveyed throughout the day ,with 3 purchasing products from the East store. This may be due to impact and position of shop frontage, as it is visible form the high street ,with good sale promotion in the window, it may also result in good customer service, and tourist area, with a high footfall opposed to kings road and Kingston which are market town and residential areas, which explains the high footfalls.
Surprisingly East in Kingston is the biggest store, which was quieter than Covent garden or kings road at the weekend, East may reconsider their position on the high street , to be more visible to consumers.
The results show consumers prefer to shop during the morning period with a lower footfall but higher number of consumers entering the store. East could consider a promotion for late night shopping which could increase the number of target consumers entering the store after 6pm, which could also increase the purchases of an east product. or offer in store promotions and, loyalty reward cards to attain consumers during the recession period.

wardrobe audit

Wardrobe audit
Consumer Biography
Name: Cathy
Age: 57
Job Title: Learning and Development Consultant
Favourite shops for bags? Independent shops
Favourite shops for jewellery? Independent jewellers for expensive stuff. M&S or Monsoon/Accessorise for costume jewellery.
Favourite shops for clothes: Usually department stores, because of the wide range of names.
Aspiration brands for bags: Radley.
Aspiration brands for jewellery: More expensive independent retailers or luxury brands such as Tiffany’s.
Aspiration brands for clothes: Jaeger, Austin Reed, Betty Jackson (Black)
Looking through Cathy’s wardrobe a lot of plain tops and knitwear was present.
There was differentiation within the tops and knitwear in terms of shape and quite a lot of colour. In terms of colour she had stuck to the same colours with a range of shades. The wardrobe was made up mainly of staple pieces which she could mix and match rather than particularly fashionable pieces. There was a lot of work wear present which corresponds with her attitude of only buying what she needs.
Although there were vibrant colours present in Cathy’s wardrobe there was a lack of pattern and what she described as ‘fun pieces.’ Cathy admitted that she would only buy these ‘fun’ pieces in the sale as she couldn’t ‘justify’ purchasing such items on a whim. However, it is apparent in her wardrobe that she doesn’t often go back and buy these pieces in the sale; perhaps they were still not special enough to justify the purchase.
One eveningwear piece in Cathy’s wardrobe was adorned beads ad sequins, something which is currently very fashionable. Cathy described herself as being an early majority shopper but also age appropriate, this is a key example of how she has taken a trend and adapted it to suit her.
Cathy’s bag range was fairly limited and contained mainly black items, some with embellishment on. One bag was quilted, a style which she liked in Jaeger. In the wardrobe audit questioning Cathy said that she spent around £100 a year on occasion bags and from the limited selection in her wardrobe it would appear she goes for quality over quantity.
Cathy’s jewellery collection contained lots of silver jewellery and coloured beads, mirroring her shopping patterns in East.

accompanied shop

Accompanied shop
Analysis
Price
Price is obviously a factor in Cathy’s spending on clothing and accessories. Even though she has a relatively high PDI she is not willing to spend money frivolously on items she doesn’t particularly need and can’t ‘justify’ spending the money. When looking at a cardigan in East she commented ‘this one is quite fun but I wouldn’t buy it on a whim as its too expensive (£69), I’d have a look for it in the sale’. However, it is evident that she is willing to pay a higher price for the right item.
Promotion
Cathy was attracted to colourful merchandising with lots of product to touch and feel. At the till Cathy was curious about East’s marcom tools as she mentioned that she had ‘never seen any of East’s advertising’ but thought that the look book was quite inspiring.
Product
Jaeger seemed to be Cathy’s favourite shop from the selection visited and she seemed excited by the quality of the fabrics and fit. The product Cathy did buy was a scarf from East as a gift for a relative. She would have bought a jumper she tried on there but she felt ‘there wasn’t ‘enough to it to ‘justify’ the £59 price tag.’
Place
Cathy particularly liked Reiss’s merchandising and shop windows. She spent a long time looking around at items that she would not usually buy but seemed inspired by the clothing commenting that it was ‘beautifully cut.’ It seems that merchandising a good quality product can sway new customers to come into the store. Perhaps some of the other stores visited should work on their merchandising. Cathy commented that East’s merchandising was a ‘bit jumbled.’