2. SHOP REPORT AND SWOT ANALYSIS

3. LOCATION Competitors : H&M (Biggest) and M&S (Less of a threat) Next to Ann Summers : Ecco Shoes and Vodafone Overall feeling : Good Location for transport and footfall reasons but not suited to the type of customer who shops in High Street Kensington. 104 Kensington High St London W8 4SG

4. AMBIENCE AND VISUAL MERCHANDISING Overall Feeling: uninspiring and not in keeping with their fun tongue and cheek brand philosophy. With only 2 simple mannequins in the window, typical advertising posters and simple fixtures that would not add to, customers emotional connection to brand. Hangers- held the products competently, however, were not very inventive in shape or colour. Fixture- Clean and not broken but didn’t add anything to products. Semiotics- non wearable products such as chocolates and bathroom toiletries could be related back to their brand but we felt would put off certain customers.

5. BRANDING Swing Tickets- main ranges were neat but not highly inspiring with just brand logo, price and size. However, the Swing tags, for their designer collaboration (Giles Deacon) used colours and materials that were better related to Ann summers branding. Promotional- posters and offers of Ann summer where acceptable but too obvious, using models with highly commercial look with classic hair and make-up styling. Having said this the messages were easy to understand. Labels- Products explained shape, size and function of products well and also was consistent in the colour scheme and typography throughout the store.

6. BRANDING Packaging- The packaging for Ann Summer products were satisfactory with carrier bags suitable to be gift bags given as but there is also gift wrapping available at an extra cost. Scent-The Scent for Ann Summer is over powering but the packaging of the Perfume does go well with their branding.

7. SERVICES AND FACILITIES Changing facilities/services- One changing which was very tired with empty poster displays, broken lock and the interior of the changing room barely reflected any of their branding identity. However, there were 2 features in the changing rooms which we felt could be developed and help with our rebranding task, these features were, the calling for assistance button and the bra style guide. Staff presentation- All staff were neatly presented, however, did not give you the feeling they were going to that extra mile to help you.

8. PRODUCT Key Shapes-The key shapes in Ann Summer store where mainly the classic T-shirt bra shapes with far too much padding, in our opinions, however, this we think is something that may appeal to some of it’s customers. They also had a cut out forms through out the store. Key Trends-The trends that I found where most prominent throughout the store was layering of sheer fabrics over opaque fabrics and underwear with metallic elements.

9. PRODUCT Key Prints­- In Ann summer we found that there wasn’t many products with prints on them and the prints that we did find were mostly classic prints such as polka dots and gingham. The ranges that we found had the most amount of print on it was from there more casual bras. Trimmings-We found across all product categories trimming details were the main design detail with lace, sequins, frills and even feathers.

10. Fabrics by Product Category- Negligee and Pyjamas : Sheer (Polyester or polyester and chiffon mixes) Stretchy Cotton ( Jersey cotton and polyester mixes) Everyday Underwear: Layered Lace (Polyamide and Elastane mixes ) Form fitting fabrics (Nylon and Elastane mixes) Special Underwear: Lustrous (Polyester and elastane mixes) Mesh (Polyamide and Elastane Mixes) MATERIAL AND MANUFACTURE Country of Origin-Most of the products came from countries with bad reputation for poor manufacturing wages. However, we liked that the country of origin was displayed clearly unlike other companies.

11. SWOT Report