Activity: Extended 'comp shop'
Choose one of the following retailers to visit before the session:
H&M, Selfridges, Nike. Try to visit in store if you can for the real
experience, but Online is fine.
Portfolio & Visual
• What categories does your retailer sell? (women’s/ men’s/ children's/ occasion/sports/
maternity/ lingerie/ basics/ workwear etc.)
• Do they focus on one of these predominantly?
• Do they have a mix of brands? (sub-brands, own-brands, external brands)
• What products are in the windows (on the homepage for online)?
Product
Focus on 1 area only (e.g. men’s/ women’s/ children’s/ footwear/ private/own label/
young fashion/ accessories)
• What is the ratio of tops (e.g. blouses/shirts) to bottoms (trousers/skirts)?
• Select a current range (e.g new season/occasion/basics) of your choice and analyze the
colour, silhouettes, composition and trims.
• What is the most popular product on sale? Why do you think it is popular?
• Do they have any sale/clearance products? Where are these located? Is there a common
colour/silhouette/fabric that is reduced?
• (In-store only) Select one product and count how many they have of each size. What is the
size range?
Price
Focus on 1 area only (e.g. men’s/ women’s/ children’s/ footwear/ private/own label/
young fashion/ accessories)
• What is the lowest (entry) price point?
• What products are being retailed at the entry price point?
• What is their highest (exit) price point?
• What products are being retailed at the exit price point?
• Are there any differences in how they price/position different ranges and brands?
• What is the price of a shopping bag including a top, bottoms, and footwear/outwerwear/
accessories?
• What is the average price of discounted items?
• What is the cheapest price of discounted items?
