La SENZA

I have chosen La SENZA as the shop to re-design.

La SENZA is a lingerie shop which is in a corner of High Cross. According to my observation for three weeks, they change their window every week. However, they have a big space for window; they do not use it well. They just put a model in some of the window and change their lingerie every week; some of windows even just have a poster of their sale information. It does not have good design.

The other problem in this shop is their fitting room. They use fabric to cover the entrance for each room, but the big problem is the fabric cannot cover the whole entrance, it have a big gap the people can see from outside. For a lingerie shop, this is a big disadvantage, because girls have to naked inside and try the new product.

But, a good point is they consider about disable people that have one fitting room specific for disable people, although it still have a big gap.

During the time when I was there, about 30 minutes, most of customers were go with their friends, with a group of girl, go with family or with partner, seldom people go along. 

How a shop present their brand - La SENZA

• How we think high street change in 20 years?
• A lot of shop combine media in their store that customer can compare the price more quickly. At the same time, the products become unique and individual.

• La SENZA’s use peachblossom and black as the colour of the brand, staffs’ uniform are black T-shirt with their logo on it and black trousers. However, before you go into the shop, you can see very colourful image. They sale plenty of different colours’ product and most of them are light colour with bright lights, that make people feel full of energy. But they don’t use peachblossom and black for their main colours, just have a black counter. The interior design of La SENZA was used a lot of wood on the wall, which is not very in the link of their brand colour.

• Move on to the fitting room, they use pink and black as the main colours, and the curve which is similar as their logo.

• The time when we were observed the shop, the seller actually didn't have too much interactive with costumers; they used most of free time to arrange the products. But if anyone has any problem of request, they were all very kind.

The overview of retail shop - what does people do

•  Argos has completed changed the way they sell stuff. What they done and how they done it.

• Argos combined the internet in store with online shopping and "order & collect" in store, which is time saving. The consumers can consider different style's purchasing and be given different service. The category of online system also makes consumers easier to compare different product.

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• I've been to High Cross on Saturday afternoon; it is the most popular time for shopping in a week. There were a lot of people in High Cross and High Street as well. However, most of people were not really want to buy something. They might just look around or tried the product in the shop. Take Apple as an example, from 3:35 to 4:00, there were average 4 to 5 groups of people went into this shop per minuets, but only 6 groups of people really bought something. Most of people went with their family or friends, seldom people went along.

• The other thing that I have found was most of shop's sale areas were very messy, the clothes were on the floor and did not really organized well. People would not look ever product one by one, in sale area, people usually just looked one or two parts. On the other hand, people who went to clothes shop like Top Shop, New Look, H&M for buying clothes would ask the advice to the people who went with them, not decided by themselves.