ruby

Ruby is a middle market designer boutique with stores in Auckland, Wellington and Christchurch, along with an online store. The store sells both clothing and accessories. Ruby sells numerous apparel brands including Lonely Hearts, One Teaspoon, Liam and Something Else. The store is very aesthetically pleasing, with clear white walls and a sealed concrete floor. Located in the Old Bank Arcade the historic building also adds context to the boutique styling of the store. Clothing was used in such a way that the clothing became the decor. They were used as features in store rather than something for sale, and made for interesting viewing. Every piece of clothing was easily viewable and accessible. Compared to the lower end stores there were fewer garments. Only two or three of each garment was displayed on the rack, and therefore only a couple of sizes (size 10 usually) were on display, showing that generally the fashion industry (especially higher end designers - and in this case mid market stores) support the belief that skinny women are the 'ideal' consumer. Ruby sizing only included sizes 6, 8, 10 and 12. 

Photos rubynz.com

The store layout was open and spacious. The majority of the clothing was displayed along the back wall giving the customer a lot of space to move about the small store. The store was a lot smaller than Glassons or Farmers, and had a lot less clothing filling that space, hence the prices of the garments are much higher, as the store must make a profit from only a limited number of garments.

The clothing was beautiful. As this store does not promote one brand only, there were numerous brands and styles. This means that the cliental is broadened as women with discerning tastes can shop not just one specific brand but numerous varied brands. The garments themselves were well made with excellent quality and unique fabrics that would be difficult to source in New Zealand. There were still several loose threads to be found on many of the garments however. The garments were very on trend with the current season, perhaps even beyond New Zealand's current season. Exploration of unique materials and techniques seemed to be a key factor. Pushing the boundaries of what is expected in fashion was clearly a component of many of the brand's latest garments. Many of the garments were exploring quilting and the use of metallic, almost PVC-like fabrics. Garments also used more expensive material than the lower end stores. A quilt vest coat was made of 60% wool and 40% viscose. These types of garments require extreme care to be taken when washing, with many of the garments being 'dryclean only' therefore attracting a wealthier cliental, who care enough about the brand and product to put effort and money into it.