Shop Report: Superdry

Photos by me

Location: Drake Circus Shopping Mall, Plymouth, UK

Date: 11/10/15

Price Range: £10-£300

Products: activewear, womenswear/menswear, accessories, merchandise

Colours: navy, hot pink, army green, natural browns

Fabrics: knit, denim, cotton

Packaging: paper bags (eco-friendly), some plastic packaging, includes logo, re-usable shopping bags also available

Display: spot lights, slightly dim, tidy, shelves, rails, display units, categorized, rustique/wooden, shabby chic, objects like sewing machines with their logo on, quirky, DIY look, rusty metal mannequins and new shiny mannequins

Customer Service: friendly, providing help straight away

Environment: quiet, hardly anyone there, campaign posters throughout store, relaxed, low music, workers wearing Superdry clothing to promote brand

Customers: no customers present, however the target market would be sporty, practical and adventurous people

Issues/Improvements: Their products haven't changed or developed throughout the years of the store being open, they may need to reinvent themselves or provide something new and exciting for their consumers.