1000MonkeysOnline | Fast Fashion Analysis
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23 Mar Fast Fashion Analysis

Analysis of fast fashion retailers in Yorkdale:

Briefly the discuss physical space of each retailer what is similar what is different?
o Forever 21 : The store is narrow but, it has different levels, and when you enter, there is many mannequins on risers. The cash is located at the lowest level so the customer has to see every corner of the store, the sale are on the side  and they  also have a plus size. They have a section for accessories in the middle of the store and near the cash.
o H&M : This store is way wider than the Forever 21 and we see the mannequins in the windows, also they have a kid section in an higher level. H&M is the only retailer that has a makeup department.
o ZARA : When you enter in ZARA, everything is everywhere, there is no logic in the way that the clothes are placed in the store. Unlike H&M and Forever 21, when we enter, we are tempted to start to the opposite way.
• As spring 2017 starts to ship to stores what are some of the trends you have observed in each of the 3 retailers visited.
o Forever 21 : Immediately when we entered in the store we saw the new spring collection, a lot of pastel/light colors, like in the pinks, blues, greens (eastern colors), many bombers jackets. It’s aiming more the young teenagers (13-16 years old), there style is fresh, even with the shoes that they are selling, inspired by Vans.
o H&M : Entering the store, first thing we see are those mannequins on risers dressed in light shades like pink, grey and there are also some black. Everything is inspired by the causal-chic look (also have the bomber jacket), they are aiming for an older teen and adults (17-25 years old). Their shoes are more ankle boots, usually in black and they also have a “business” section.
o ZARA : First thing we see coming in are those mannequin dressed in many different shades of pink (Valentines Day). This retailer is way more fashionable than the other twos, a lot of there clothes have ruffles and are oversized. They try to touch each big trend therefore to try to please everyone. Usually, the clients are young adults and more (21 years and up). They are classy, chic and elegant, garment inspire a professional environment.
• What did you learn from competitors shop?
I have noticed that if the client is younger (like in forever 21) the prices tempt to be slightly lower ($15 and up) and advancing in age, like the customers from ZARA, the prices are a little bit more high but, not expensive (around $30 and more). The style are also different but similar, H&M is in between the two other retailer in style, they have a young section, more colorful and a business side with more toned shades.