SHOP REPORT, John Lewis.

So first we visited John Lewis, which is in the Victoria centre, Nottingham.
the first thing i notice as we approach is obviously the window displays, not yet there Christmas display but a wintery one, very clean, simple, not fussy, to the point, classy and very buy-able, already i know the typical customer for a store like this one. id gather, from the window, the customer for John Lewis would be, predominantly female, an older woman mid-to late 20's and upwards, probably of middle class, a professional, well kept,with a chic, classical style.
Products- the store sells products from make-up and underwear to home wares and technology, but if we concentrate mainly on the clothing, bags and accessories, we notice that all the products are of a high standard, beautiful cashmere wools, leathers and suede's, this again gives us a sense of middle classes, professional social groups. within the store, there are also designer boutiques and stands, designers such as:
-Make up and beauty; Chanel, Clarins, Clinique, Dior, Estee Lauder, Guerlain, Lancome, Liz Earle, Sisley, Tom Ford, YSL.
-Lingerie; Calvin klien, Elle Macpherson, Fantasie, Freya, Gossard, Karen Millen, Panache, Sloggi, Triumph, Wonderbra, and they're own brand, John Lewis.
-Womens accessories;DKNY, Fatface, Fiorelli, Guess, Lulu Guiness, Mischa Barton, Mulberry, Osprey, Rdaley, Ted Baker, Tula.
Footwear; Birkenstock, Carvela, Converse, Dune, Gabor, Kurt Gieger, UGG, Van Dal.
Womens fashion; Barbour, Coast, Espirit, Four seasons, French Connection, Hobbs, Jaeger, Joules, Levi, LK Bennet, NW3, Oasis, Phase Eight, Warehouse.

As well as many designer brands, the store stocks most categories in a John Lewis brand also in women swear, menswear, children and baby wear, home and technology as well as sportswear and gifts.

Pricing, as there are both designer brands and store brands in the shop, the difference in pricing is major, so for an example i looked at handbags, firstly i saw a bag from DKNY, it was a black, snake skin tote, with silk scarf around it, it was made in Indonesia and came in at £180. I then looked at one of the leather bags in the 'John Lewis' range, it was similar, black leather, made in Italy, came in at £56. so we can see the price range is remarkably different when we move from designer labels to brand labels.

Trends- looking around the store i would say that trends are key, however not risky trends, i dont think that John Lewis follows trends directly, the piees throughout the store are up-to-date and fashionable, but still classic yet modern. i dont think they sell to a niche audeience like say, Topshop. I think the store is trend focused but trends that are timeless like the 'leather gloves' or the 'cashmere scarf'.

(images my own)