Loft Consumer 2

Consumer Profile Survey


Name? Jo


Age? 22

Occupation?  HR administrator 

How often do you go clothes shopping for a new outfit? Every couple of months 

Which are your 3 favourite high street shops? Dorothy perkins, Topshop, New Look 

What can't you live without? Handbags 

Do you ever shop in department stores? Sometimes they tend to be more expensive 

What are your day to day hangbag essentials? Phone, keys, purse, lipstick, baby wipes, pen, tampons 

How often do you go out in the evenings? Every couple of weeks 

What's your favourite drink? Rose wine 

Name 3 celebrities whose style you love: Cheryl Cole, Michelle Keegan, Alexa Chung

Name 3 magazines you regularly choose to read: Now, Reveal, Love it 

What are your favourite/staple garments in your wardrobe? Jeans, Black dresses 

What's on your fashion wishlist? Mulberry bag 

Which online shops do you use? Next, asos, Dorothy Perkins, Topshop, Boohoo 

Name 3 luxury brands you love: Mulberry, Chanel, Gucci

loft consumer 1

Name?   Sophia Lambis
Age?  46
Occupation? Legal Secretary
How often do you go clothes shopping for a new outfit? Whenever the need arises
Which are your 3 favourite high street shops?  Dorothy Perkins, H&M, Mango
What can't you live without? Wedges, jeans, and my blackberry
Do you ever shop in department stores?  Yes, all the time
What are your day to day handbag essentials?  Lipstick, perfume, and compact mirror
How often do you go out in the evenings?  Once-twice a week
What's your favourite drink?  Bacardi breezer
Name 3 celebrities whose style you love:  Penelope Cruz, Sofia Vergara , Reese Witherspoon
Name 3 magazines you regularly choose to read:  Vogue, Harper Baazar, In Style
What are your favourite/staple garments in your wardrobe?  Jeans, Blazer, White vest, Black Stiletto Shoes,
What's on your fashion wishlist?  Versace dress, Jimmy Choo shoes
Which online shops do you use?  H&M, Victoria Secret,
Name 3 luxury brands you love:  Louis Vitton, Gucci, Prada

Consumer Profile Questions

• Name?
• Age?
• Occupation?
• How often do you go clothes shopping for a new outfit?
• Which are your 3 favourite high street shops?
• What can't you live without?
• Do you ever shop in department stores?
• What are your day to day hangbag essentials?
• How often do you go out in the evenings?
• What's your favourite drink?
• Name 3 celebrities whose style you love:
• Name 3 magazines you regularly choose to read: 
• What are your favourite/staple garments in your wardrobe?
• What's on your fashion wishlist?
• Which online shops do you use?
• Name 3 luxury brands you love:

Ann Taylor 

SWOT 

S

Strong sense of loyalty from existing US customers

Strong sense of brand heritage 

Committed customer service 

Online trading within the USA

Range of product lines to cater to different customer needs 

National store distribution within the USA

W

Online trading limited to USA 

Appealing to a limited range of customers

O 

Online shopping to be distributed to the UK 

Concessions in well known and respected department stores 

Celebrity endorsement to improve advertising

T 

Customer loyalty to existing UK brands 

Increased shipping costs for UK distribution 

Weak brand image overpowered by strong, existing UK brands 

PEST

P

Lack of support of globalization for American brands 

E

High street spending is affected by the current financial economy 

Customers have less disposable income

S 

High demand for good quality clothing 

Brand offers modest, inoffensive clothing

American factor of the brand will not be supported by British Nationalist consumers 

T 

Online shopping is stronger than ever - increases annually 

Larger market share 

Using social networking as a promotional tool 

Joshua De Silva and Alice Knight 

LOFT

SWOT analysis

S

Online trading within the USA

Strong sense of customer loyalty in the USA 

Good commitment to customer service 

Appeals to a broad age range of customers

National distribution of stores with in the USA

Variety of product lines to cater to a wider range of customers

W

Online trading is restricted to the USA 

Brand image is relatively bland, compared to it's UK competitors

Weak merchandising within store, and store windows

Cluttered in-store environment

Lack of originality

O

Worldwide shipping from online store 

Global store distribution

Create a stronger advertising campaign that would appeal to a UK market

Improve in-store visual merchandising

Revamp brand image

Take advantage of social networking as a promotional tool

T

Customer loyalty to existing UK brands 

Already saturated market

Increased shipping costs for UK distribution

PEST

P

Lack of support for Globalization of brands

E

Current financial economy has affected customer spending

Customers have less disposable income 

S

Higher demand for quality clothing

American factor of the brand - not supported by Nationalist customers

Relaxed brand image is very inoffensive

T

Internet trading is stronger than ever - annual increase - increasing market share

Use of social networking as a promotional tool

Joshua De Silva and Alice Knight 

 

UK High Street Fashion

LOFT's image is successful in the US but in order for it to appeal to the current UK fashion market, it needs to make some changes. The UK high street has more of a variety of fashion's available to it's consumers, and the UK style is seen to be more edgy than that of american's, for example, London street style.
The following brands appeal more to the UK market due to their styling online and instore on their mannequins. LOFT could take inspiration from these in order to convert their brand into something which would be successful on any UK high street.

ASOS.com

A lot of these outfits styled by ASOS.com have an american vibe. LOFT could play on this with their styling. This allows the brand to keep it's american routes but appeal to the UK market by styling their collections in a different way.

ASOS.com also has many interactive features of it's website which appeals to their consumers as it allows them to display their individuality using the collections that are available. This is successful as customers can share their outfit ideas, and it increases sales as other customers are inspired to buy the featured garments. 

TOPSHOP

Topshop is one of the most well known go-to high street shops for most fashion concious consumers. They maintain their image by styling their mannequins and VM in a very bold way, changing the interior of the store to reflect old, current themes in fashion. 

Having creative VM and styling is something topshop does very well. If LOFT were to incorporate bolder styling and instore design, this would appeal to more fashion concious consumers, boosting their sales. The garments available in LOFT would become more appealing due to the way they were styled.

After looking at the current UK high street fashion market, the brand most similar to LOFT is Dorothy Perkins.
This is because both brands sell a similar kind of clothing; on trend to but high fashion. They sell garments which appeal to people who are fashion concious but don't want to stand out as much as fashion forward people. Dorothy Perkins and LOFT also both sell more basic garments which change slightly by season.


Dorothy Perkins website


LOFT website

Dorothy Perkins ss12

LOFT ss12

Both brands focus more on the fun-loving customer who wants clothes to flatter and to be on trend as well as comfortable and practical. LOFT and Dorothy Perkins want to cater to different ages and lifestyles and want to be seen as reliable go-to brands for basics that have a bit more about them.