Store Visit Report

Name: Goh Suet Lin

Student ID: J13013212
Subject: Visual Merchandising
Course: Diploma in Fashion Design
Lecturer: Mr. Victor

Content

1. About Superdry
2. Brand Logo
3. Map
4. Store Front
5. Signboard
6. Store Layout
7. Tables display and Store Fixtures
8. Cashier
9. Storage and Fitting Rooms
10. Store interior and Decorations
11. Lighting
12. Merchandise Display
13. Windows Display
14. Store Sign
15. Types of Hangers
16. Conclusion







About Superdry
According to Superdry official Website, Inspired by a trip to Tokyo in 2003, Superdry is a
unique urban outerwear and denim label that fuses Japanese graphics, vintage Americana and the
finest British tailoring to produce clothing of impeccable quality and an iconic modern aesthetic.
According to SuperGroup, in 2003, Julian joined forces with designer James Holder who had
previously founded the Bench brand, to develop and create a new in-house brand and Superdry
was born. The Superdry brand has since gained both recognition and popularity in the UK and
overseas and underpins the growth of the business.
Following the successful introduction of Superdry into Cult Clothing stores a second store
format, branded as Superdry and dedicated to selling Superdry products was launched in 2004.
The first Superdry shop opened in London's Covent Garden the following year, and the chain
grew rapidly to 80 UK shops and 70 concessions in department stores," as well as 145
international stores today. Internationally, Superdry has stores across the USA, Australia, Europe,
South America and Asia. Besides, Superdry has recently been made accessible to us in Malaysia,
with the opening of its first Malaysian flagship store, located in the level 4 of Pavilion on 28th
Nov 2013, another shortly after, in Mid Valley on 1st December 2013, Sunway Pyramid and One
Utama.
Today, via its owned stores and websites and via its network of franchises, licenses and
concessions, Superdry is sold in over 100 countries worldwide
.
Brand Logo
According to Fritinancy, the Superdry name is the result of a brainstorming session in a Tokyo
bar after the two men collected tons of packaging for food and from shops, Mr. Holder said.
We looked at it and everything was super this and super that. That inspired us. The
Japanese letters of superdry above english is to give his designs a Japanese touch after back in
Britain. The font used for Superdrys logo is simple yet clear & neat & tidy to let people to know
and remember about this brand easily. Besides the colour used for the logo has a big contracts to
give prominence to word of the brand name.
Map

Superdry store (G-039&040) is located in the ground floor of Mid Valley. If you are coming
from the west entrance of Mid Valley, you just need to walk straight toward the centre court and
the store is just located at the upper left corner. If you come from east entrance, you can just
walk straight and Superdry is located at the end of the shop at your right side before the centre
court. By locating at the same floor with some famous brand such as Topshop, Forever 21 and
Zara, Superdry may allow to build its name in Malaysia because of its location that most of the
people will pass through.

Store Front

The store entrance is open air so it
can let customers to see through the
whole store.





Stores signboard


The Superdry signboard of the store is clear, simple, big and bright. Besides that the red colors
font on black color background make it looks sharp too. Other than that, the music plays in the
store is strong yet classic so it provide a comfortable environment for shopping.


Store Layout

The type store layout of
Superdry in Mid Valley is free
flow layout, in which fixtures
and merchandise are grouped
into free flowing pattern on
the sales floor. Besides, due to
the small space of the store,
this type of layout works well
to allow customers to browse
through all the merchandise.
Nonetheless, because there are
greater varieties of
merchandise in the store, it
sometimes starts confusing the
shoppers.
This store displays menswear, womenswear, sunglasses, winter clothing, bags, watches, shoes
and undergarment separately at different section. For menswear and womenswear, it is displayed
according to the type of garment such as pants, T-shirt, polo tee, tank top, sweater and jacket
separately with different choices and colors. The reason that everything is displayed separately is
to provide a clearer environment for the shoppers.

Men and Womens Jackets and Hoodies

Checkerd Shirt Womens Tshirt

Colors
There are at least
10-15 colors for
each type of
product
displaying at the
wall.










Superdry store has also different section to put denim clothing and winter clothing.



Besides, they separate the undergarment of men and women in
different rack.
















Various types of bags selling such as bag pack, sling bag and
sport bag is displayed separately at different places.






Shoes Section
Theres a section to put shoes such as
sneaker and slipper but some type of
slipper is put at other side in the store.
A sofa and small horizontal mirror is
provided.





Accessories
Next, their minor items such as sunglasses,
cases and earphone are put together at a small
area beside the counter.










Tables Displays and Store Fixtures

Theres a few of tables inside the store and for the
store fixtures, gondola, nesting table and display cases
is used in the stores. The main table of the store is
using nesting table to display.. It is located in front of
the main entrance that you can see it from outside. On
the table, every items such as T-shirt, sweaters, shoes,
bags, watches and slippers are displayed on different
layer so that customers can easily know the item
Superdry selling just by a quick look.










Besides, gondola is
used to display bag and
also folded garments.
Other than that, the
watches is put inside
the display cases so
that it will be protected
and easier to see.




Besides, polo tee and trousers of different colors and
types are also displayed on the other side table of the
store. And theres few side tables located at the corner of
the store.



Cashier
The cashier counter is located near fitting room so that customer can just purchase the items they
want after trying and it also can be seen easily from both entry so that customer can save their
times to look for it.


Storages and Fitting Room
Superdry has 5 fitting rooms and mirror & chair are
provided in each room. Besides, there is a big mirror
outside all the room so that customers could have a
clearer look of them after trying. The lighting of the
fitting room is bright enough for customers. The store
room is located inside after all the fitting room so that it
will not create a messy look for the store.




Store Interior and Decorations

The store interior is British and vintage themed so
the Union Jack is one of the decoration of this store.






Besides that, the wall decoration is
mostly decorated by using different
kind of woods and also brick of
different tones of colors to create a
vintage environment.






Other than that, some rack
that make of rusty iron and
woods are also used in this
store. Cage-like-box is also
used to display the shoes
and bags.






The ceiling of the stores is so
unique because it is decorated
by pipes.

Spotlight is used instead of
normal lights because it will
make the products look more
outstanding.







Lighting
Besides that, they also hanging suspended
chandler above the main table, and it was made
from old glass jars and little lights









Merchandise Display


For their merchandise display, there are a few of mannequins
made by rusty iron in the store to show their items by styling it
together with different products.






Window Display

Besides that, the window display is showing different item by different way. For example, there is a
few of mannequins made of steel wire wearing different pattern of T-shirt and arranged in a row. And
the bag, shoes and folded T-shirt is put inside the cage-like-box to display and attract attention. They
also show different type of denim jeans and slipper by hanging on a wall. Most of the products are
displayed at the window display so that it will attract the attention of people that have no intention to
go in.
Store Sign


The sign in front of the entrance clearly
state about the introduction of the store.

Type of Hangers
Three hangers are used in this store.




First, most of the hangers is a normal hanger to hang t-
shirt, winter clothing, underwear and sunglasses.







Secondly, the following hanger is the hanger with clip to
hang the trousers.





Lastly, there is S size hanger to hang
the denim jeans.




Conclusion
From this store visit in Superdry, I learnt a lot of things about visual merchandising.
Firstly, I get to know more about visual merchandising such as the way they decorate the store
interior, the table and store fixtures they used and the strategies they add in to the store
decoration. Besides that, I also learnt about the importance of displaying in a clear, neat and tidy
way to display different types and colors of garments. For example, the way they display all the
colors and sizes together is to bring convenience to customer so that they can get what they want
easily. Other than that, privacy is also important so Superdry display womenswear and menswear
separately to bring a comfortable shopping environment to the customer.
A good decoration will create a good shopping environment to the customers. Therefore,
Superdry had put a lot of effort in their store interior such as the lighting, wall decoration even
the ceiling design and many small detailing on the rack and table. I think that if the interior
design is good enough, people without intention to visit the store will change their mind and take
a look in the store.
Besides, window display is the most important element to give a good impression to customers
because window display is the main display since it is the outer of the store. Superdry did a quite
good job that they put every product they are selling at their windows and did not create a messy
look as well because they used a lot of different way to display their items.
Next to window display, store front is the important element too. Superdry has a good store front
because it is open air so it can let customers to see through the whole store. Besides, their stores
signboard is big and clear enough to give impression to the shoppers.
Nonetheless, their store layout is still having the room for improvement because it is too narrow
to walk through at some area in the store because of the small store area. One of the reasons that
small area is a bad point because Superdry has too many different products. Hence, some minor
item such as accessories is hard to notice because they put at a hidden place. Except this point, I
think that Superdry is a really good store in visual merchandise.