Reflecting on my trip to Sainsburys and on the reports I composed as a result, I think it would be beneficial for Sainsburys to include some funkier mix and match suits, From my report I could see that they have many options for a young employee who needs to dress smartly but with a more casual spin, but when it comes to being suited and booted, maybe for that amazing interview you have or that really important meeting where you want to make sure you stand out. I think there is a need for a smart suit with interchanging pieces for a 6 outfit capsule wardrobe.
After my visit to Sainsburys, I noticed that they only provided basic trouser suits in boring but conventional black, grey and blue, or they have more casual smart wear for the everyday office.
Whilst I was in the store I overheard a very interesting conversation between a young employee, who by her own account has worked within the TU section of this store for 4 years. Her conversation took place with a TU womenswear planner from head office, which apparently is one of two new role, the other being the planner for menswear. They were talking about the TU ranges and the Planner was asking the TU ground floor employee what her views on the clothing were. She explained that over her 4 years in the section she has notice a considerable change in the clientele over the last year, which coincides with the new 'Top Shop' range that targets a newer, younger market (20-35yrs), a New Look/Top Shop type brand that caters to an area of the market that had previously been ignored by TU. The employee went on to explain that over the last year she had noticed that the TU section had been flooded with a younger more fashionable woman and that sales have increased for their store. She explained that the new brand was excellent and that she was really excited about it, that she would previously not have shopped in the store for herself but that had changed over the last twelve months.
This shows that they have now tapped a previously ignored area and from what I saw in this store, it leave very few gaps in the market. Sainsburys seem to have catered for just about everyone, but does that mean they have made themselves a Jack of all Trades instead of being a Master of one? I don't think so, I think that have managed to do what they and other stores like them, do best. They make clothes for the everyday person, they target they impulse buyers, the spontaneous purchase. I am sure that Sainsburys are not naive enough to think that what they offer is a brand that their market rushes out to buy. They are, for fashion, a secondary purchase. Their customer is firstly, a Next shopper or M&S, or Debenhams, of on a different area of the business, a New Look customer or Top Shop customer and use Sainsburys as a a place that they buy their weekly shopping and maybe, if they have time, if they are on their lunch break or if time is on their side for once, they will have a quick look around the clothes and maybe there will be something that they can throw into their shopping trolley that might make their purchases from the other stores that they love so much a little more guilt free on the bank balance
This is why I will design a softly tailored, but on trend capsule wardrobe. This wardrobe will include a trouser suit and a skirt suit and a dress.
I need to look at other Brands and what they have to offer in this department. Look at Next and River Island. I need to look at what is on trend for this look at the moment and which of those ideas and features would translate to a Sainsburys customer.
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