Merchant City

Today we took  trip to Glasgow to Examine Merchant City and visit the surrounding retail environment in the surrounding area.

Situated only minutes away from bustle of Glasgow's busiest shopping spots.  We were asked to look at the space itself at how it brands its identity.  First of All we were dropped of right at the courtyard of Merchant City courtyard, there lies a lot of bars, high classed shops and drink emporiums set in period featured buildings. It reminded me of being very italian and upmarket, with the square being italian  commercial restaurants, like Pizza Express and Toni Macaroni and the shops beset that them were such as  Emporio Armani, Cruise and Versace.  It reminds me as a place of Plastic leisure, whether eating out, shopping or going for a drink in a local cocktail bar, people would be flashing the cash- or card.  The walkways were very wide and innovated. And many connected in squares with many dynamic innovated street attached. it seemed very quiet compared to the main street. Most street signs in the sorrounded area had Merchant City below, being still reminded that these street are part of the city, but for someone who is not familiar of the area, i don't think it is well advertised enough in the main street of the town.  There is existing Metal permanent sinage on posts, and overhanging on arches,but with the hustle and bustle of Buchanan Street or Argile Street i feel it could be easily missed, onlookers or tourists.  This may be deliberate. As what appears to be a high classed area they might only want the existing clients to revisit that area, or advertise it to that certain audiences that fits the criteria- upperclass client. 

The Apple Store- Buchanan Street 

From then on we began to study the shops near the  surrounding area.  The first shop we arrived at was The Apple shop, the Historic bank location is hard to miss, full of charachter and heavily listed, it stand proud and tall right in centre of the heart of retail district of Glasgow's  Buchanan street. First thing i noticed was it was very bright and full of natural light, due to the large curved windows.  The colours and materials of the products and apple logo, grey stainless steel, white and black laminated glass panels were followed throughout the sinage and materials that furnished the building. As you first walk through the door on the back wall direct above the products you see their latest product advertised in laminted glass light boxes, in this case the new iphone 4.  These attract you attention straight away and the light against the laminate material makes a strong statement. 

The building it'self is very much open planned with everything in eyesight with lot's of staff surrounding it.   The staff range from all ages and are all dressed informal in the same casual blue t shirts, with the white apple logo printed onto them.  I also noticed there were a multiple number of staff, each ratio for 1 customer in the shop, whom were all wearing some sort of id tags which were aesthetically like ipods.  This gave the impression that they had a good customer service and customers would be able to get  personal assistance, for as long as needed.  The customer could asked lot's of questions and don't have to feel like they are rushed.  Also the fact they are using their products and promoting them in many different approaches, such as the name tag i thought was very clever as a customer would notice that, giving the impression everyone own's an i pod.   

The building itself is a historical and listed building, but they have refurbished it giving it a contemporary and minimal feel.  Each product is displayed on wooden benches alone, with no sinage or price-tag, this means the customer would have to speak to the staff who would persuade the customer to buy.  The fact they are displayed along and the customer can interact with the product gives the impression that the products speak for themselves.  I also noticed that they would attach other devices from apple products for example ipad's into i pods, showing the range of products that can be used together, this is a tactile way called unselling to attract or persuade the customer to buy other accessories that works with the product they are interested in. 

The mezzanine floor, formed as a concrete slab eliminated the need for downstair beams and therefore maximising the headroom space on the sales floor beneath, The statement featured laminated spiral staircase, forming a continuous structural ribbon of glass takes you up to upper level.  There lies the GENUIS BAR, a helpdesk for the software products.  Also all the products advertised on the shelfs in packaging actually have the products in them, usually for security reasons expensive products are kept securely in the back office, but apple feel the need to have their products in they're packaging and have a high level of security.

John Lewis 

Firstly when you enter John Lewis There is a display virtual advertising their website, reminding customers that you can shop online as well as in the department store.  the display carries the renown colours of the John lewis brand, green, black and white.

When you first walk into the store you notice it is very bright, with different stalls selling different brands of produce, each produce has it's own tall display,mainly white, with the names situated on the top of the stalls.  The layout of the space, leads you to many different pathways, and he escalators situated at the back of the shop, making the customer walk round in a circle to access the area that they want.  The toilets and food courts are also situated on the top floor, directing the customer cleverly all through the store.  The bright spotllights are positioned to focused directly on certain items, leading the customers eye around the whole shop, and tall glass display cabinets give distactions on the way through the customers journey. For example at the escalators the customer is looking around, these display cabinets and lighting displays are to attract the customers eye.  

Hanging from the ceiling on each floor and department were green banners advertising a promotion price matching other stores, the colours of the brand are carried througout these, green, white and black.

All saints

The stricking window display of all saints is very eye catching and dynamic.  A repetitive lineal display of sewing machines and the manifesto is then carried through the outside right through to the to the interior.  With large sewing machines exhibited in different areas of the shops.  The shops theme has a very atmospheric industrial and factory aesthetic. Large theatrical spotlights are suspended from the ceiling, which are purposely positioned,emphasising certain areas in the shop, making them a vocal point to the customer. The bold statement clothing, much of which was a range of 4 different colours.  Black, brown, grey and cream.   The style particular cut of the clothing was the main statement of the company.  The designers have particularly targeted their clothes to a small niche market and can be easily identified to from an exterior environment.  Experimental music is played in the shop which may be suited to the buyer.