1000MonkeysOnline | My Fast Fashion Comp Shop
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06 Mar My Fast Fashion Comp Shop

 

Fast Fashion Comp Shop

By: Emily Blair

I have always been very intrigued by fast fashion retailers. The good, bad and crazy fast pace of their business model. I have visited some of the top 3 retailers leading the industry, Forever 21, H&M, Zara and did a little comparative shop based on trends and store layout. Keep reading to see what I discovered!

Forever 21– There isn’t much physical space in Forever 21, it is quite congested with racks and racks of clothing all over the store. The newest clothes are displayed at the front of the store, clearly visible on mannequins. The store is filled with a huge volume of garments hanging from the walls, racks and displayed on tables. Each rack typically has between 2-4 different styles of garments on one rack with multiple sizes. As you keep walking through the store, there is a table with undergarments in the middle of the store and the “Clearance” items are found in the back.

Trends I observed in Forever 21, are that their new arrivals feature lots of pastels mostly featuring Pale Dogwood and Island Paradise. Forever 21’s garments also tend to feature a lot of phases written on the back of jackets and hoodies.

 

H & M– There is more physical space in H&M compared to Forever 21, there is still many racks and tables but is less crammed and garments are spread out throughout the store. When you enter the store, it is sectioned out with different type of clothes. The front features mannequins wearing their new arrivals.  There is a section for basics, a section for their house brand divided, a men’s section and a kids section upstairs. In the back of the first floor there was a section for footwear and accessories and in the back corner the clearance rack. H &M’s layout seemed very organized.

Trends I observed in H&M were their new arrivals for women featured lots of pinks and pastels including Pale Dogwood, Island Paradise and Pink Yarrow. Their new arrivals very girly, using flower prints and flowy blouses and dresses.  The men’s new arrivals featured various blues, greens and orange including, Flame, Niagara, Lapis Blue, Greenery, and Kale.

 

Zara– The physical space in Zara was the most similar to H&M, both being more organized than Forever 21. Zara seemed to feature there garments of lots of tables in the middle of their store and have racks going along the walls of store all in the same height with shoes below the hanging garments. There new arrivals were featured at the front of the store just like the other two stores. The sales items were displayed on tables on the right side of the store closer to the front making it more visible when you enter the store compared to Forever 21 and H&M being at the back if the store.

 

Trends I observed in Zara were lots of pinks and pastels featured in their new arrivals, this included Pale Dogwood, Pink Yarrow and Island Paradise just as the other two store did. I also noticed that Zara’s clothes tended to be a little more trendy and edgier compared to Forever 21 and H&M, this included darker shades of garments and lots of mesh and tassels.

From this comp shop I learned that although these three leading fast- fashion retailers are very similar they are also very different in their own way, specifically appealing to a certain age range and customer. Forever 21 has more bright colours and targets a younger teenage customer. H&M targeted customers aged around 17-50 and had a staple basic line that is always available. H&M keeps up with the colours trending for that season yet plays is more safe with the cut and trendy styles compared to Zara. Zara is the most fashion forward retailer out of the three. Zara’s garments are the most European and feature styles that are similar to the most recent trends are on runway. Their target customer is approximately 18- 40 who likes the latest and edgy trends at affordable prices. Zara’s garments seemed to consist of a lot of leather and in darker shades.