farmers

Farmers is a department store chain operating at 56 locations across New Zealand. It specialises in fashion, beauty, home ware and furniture. The fashion department has garments catering for numerous cliental, including childrenswear to womenswear and some lower end designer labels. When analysing the clothing within the store we focussed on the low end retail womenswear section, as that is generic to all 56 Farmers stores. However I should also note that this specific Farmers store on Cuba Street has mid market clothing available also. 

The store has a very white aesthetic, with white walls and tiles (along with grey carpet). The store would have a very clean vibe, had it not been for the large amount of stock displayed in a small and tight environment. The racks were filled with clothing and some styles were obscured completely by other garments displayed on the walls in front of them. The store was not messy exactly, it was just very overcrowded with garments and clothing racks. 

Photos by me

There was a lot of selection, as the range was so broad, however I wouldn't consider all of the clothing there to be actually following current fashion trends. The department that we looked in was targeted towards teenagers to early twenties. The clothing was of average quality compared to other low end stores. The skirt that we looked at had loose threads and a hemline that was not accurately sewn. The skirt sold for $99.99 which seemed too high, compared to similar garments sold at Glassons for instance. The skirt was lined however. We also looked at a pair of jeans, which were rather generic and could probably be found in Farmers during every season, as they did not follow any current trend. The back pocket, again showed loose threads, and the embellishment of stitching and gems looked like a cheap addition to the garment.

The prices in store varied greatly as there is so much stock. It is hard to pinpoint the exact figures, however generally speaking the prices ranged from below $9.99 to approximately $149.99, with most garments being around the $49.99 price range. Sizes varied greatly in much the same manner as they did in Glassons, with a large range of different clientele's sizes met. Farmers produces a catalogue and also advertises on television to promote it's clothing.

glassons

First off we visited Glassons, this being one of New Zealand’s most visited women’s fashion stores. Glassons is renowned by many for its fast fashion, vibrant stores, and low end price range. According to their own website, the brand is made to appeal to fun, cleaver and energetic females. There are stores in all major cities in New Zealand and also online. I would say the brand’s target market would be those aged between 13 and 25 based on the garment’s bright colour palette, youthful styles, and the way in which the store creates cheap imitations of clothing that are considered to be following a current trend.

The store we visited had a very 'chain store' vibe with a lot of stock grouped into one place creating an overly crowded aesthetic. The racks were filled with clothing and some styles were obscured completely by other garments displayed in front of them. I found the store to be messy and disorganised. Glassons also sells accessories and shoes. 

Photos glassons.com and myself

The clothing is generic. Most of the clothing is made in China, with a small number of the garments being New Zealand made. The clothing has cheap fastenings and embellishments, while there is little tailoring. The fabric used to create these garments is low quality, e.g. coats are made from polyester instead of wool. All stock is displayed on hangers on the floor or wall and on tables. 

The prices range from $4.99 for such items as a pair of socks, to approximately $129.99 for a coat. Sizes range from size 6 to size 18 (the availability of the largest sizes are limited, but size 18 is available for generic items such as basics e.g. singlets). The quality of the items varies greatly and you get what you pay for. All of the garments we looked at had loose threads and the blouse even had some damage. It was pulled on the front panel and also had several obvious marks, which made the garment look unprofessional and of poor quality. Garments are produced cheaply in bulk, and sold to the low end market, therefore meaning this poor quality can occur. The customer service was fine, as they greet you when you enter the store, and assist if you require it. Glassons produces a seasonal brochure promoting their clothing, and also features on shows such as New Zealand’s Next Top Model, to promote itself.

beginning market research

Today we got given our new assignment for fashion studio, titled LAUNCHPAD.  It carries on from assignment one, but has more of a focus on the fashion industry and target markets. To begin I am visiting a number of stores within the city to compare and contrast stores with different markets. These said markets are high end, middle market and mass market.