Name: Lubaina Karimjee
Course: BA Honours Fashion Design
Introduction
Location
Oxford Street is a major street running through the City of Westminster with 548 shops
situated along this mile and a half stretch of road. It is the most dense and busiest shopping street in Europe. Selfridges is located on Oxford Street which is the second largest department store int he UK only a two minute walk away from both Kamara and H&M. Selfridges attracts a prosperous clientele which is a benefit for the stores around this area. Both H&M and Kamara are facing opposite Bond Street tube station.
Shop 1.
H&M
H&M
360-366 Oxford Street,
Marylebone London, W1C 1JN
H&M is a Swedish clothing company selling fast fashion clothing for men, women and children. It operates in 37 different countries and has around 2.000 stores worldwide. As well as selling clothes they also sell a range of different accessories from jewellery, handbags, footwear and outerwear such as scarves, gloves and hats. H&M are always up to date with the latest trends with their collections attracting different age groups from teenagers of ages between 13 - 17, and adults from 18+.
The store on Bond Street has three levels. Ground floor accommodates the full cotton range, the latest season collection and accessories. Lower ground floor stocks items for teenagers such as hoodies, duffel coats and mini skirts where as the 1st floor previews the 18+ range of trench coats, formal work wear and footwear.
Price Range
H&M have a range of prices to meet different customers. Womens work wear ranges from £19.99 for a plain white cotton blouse to £89.99 for a long suede double breasted trench coat. Footwear can range between £14.99 for a pair of flat plimsoles to £79.99 for their latest high knee leather boots. The teen collection ranges from £3.99 for a plain black fitted mini skirt to £24.99 military jacket. H&M's new fall 2010 collection ranges from chiffon dresses at £34.99, tunics at £24.99 and trench coats at £29.99. The price range is affordable for both students and working class individuals.
Current Trends
The current trend is the Fall 2010 collection show casing the new treggings priced at £14.99, pastel coloured ruffled tunics at £24.99 and the most popular aviator jackets at £24.99 that is currently sold out in 3 of the H&M's located on Oxford Street.
Chiffon tunic / Fall 2010
Collaborations
In 2004 H&M had their first fashion collaboration with designer Karl Lagerfeld which turned out to be a great success with the line selling out within the first hour and caused a media frenzy. 2005 saw the collaboration with Stella McCartney followed by the dutch duo Viktor and Rolf collaborated with the store in November 2006. Recently H&M have collaborated with the British designer Matthew Williamson creating two exclusive ranges for the company followed by Jimmy Choo footwear designers with shoes and handbags ranging from £30 - £170. Fall 2010 sees the collaboration with Lanvins designer Alber Elbaz which will be on preview on the 2nd of November and available throughout 200 stores across the globe.
Competition
There is a lot of competition with similar department stores like H&M such as River Island, Topshop and Zara that sell garments at the same price range following the same trend such as the Aviator, chiffon tunics and suede knee high boots which are currently the fashion trend at the moment. H&M have been able to diversify there company with these top designer collaborations which allows the company to stand out against the crowd.
Shop2.
Kamara
3 Gees Court
St Christophers Place
London, W1U 1JB
Tel: 020 74939222
Email: www.kamara.co.uk
Friday afternoon 3pm
Kamara is an independent boutique situated just before the beginning of Christophers Place. It sells a collection showcasing the work of three designers Angela Mele Milano, Anima and Primatist, jewellery collection from designers Kamara and Otazu and a hand bag range from Ozakii and Strass. Each garment is a one of piece which is their USP.
The layout of the store is very basic with rails on either side of the store showing the garments and a small glass table in the middle with each jewellery piece laid out. The handbags ae placed on top of the rails on shelves and one single fitting room is on the right hand side of the shop once you enter. The floor is wooden and a large gold plated framed mirror leans against the only free wall.
Shop window
The shop window features two pieces from Angela Mele Milano with jewellery pieces and footwear places on the glass shelves.
Price Range
Garments start of at £35 and can go upto £300 depending on the fabric, embellishment and designer. Jewellery prices range from £10 for small stud earrings and single band rings to £75 for long detailed earrings and heavy gold pendants. The boutique next door to Kamara names Lotus Leaf sells only garments ranging from £15 to £40 and can be bought in many different colours and sizes.
Competition
There are several boutiques along Gees street and up Christopher Place such a Kookai, Mulberry and Lotus Leaf but only Kamara sells pieces that can only be bought once with exclusive designer names.
No comments:
Post a Comment