Vintage Shop• Not Just Clothes – Atmosphere (music, layout and decorations) – Experience (teas and cakes, lock-ins) – Culture (dance classes, workshops)• Lack of clothes variety in Exeter – Vintage style on the rise worldwide (nationwide)
Typical CustomerAge: 16-40• 28% of 26 - 45 like vintage shopsInterests: Indie music, style, independent movies, shop in specialty storesStatus: Not MarriedEarnings: Average Salary• 76% of 26 - 45 have a steady income
Retail Surveys 4 • Customers are not3.5 satisfied with the 32.5 quality of clothes retail 2 – Long queues1.5 – Not enough staff Clothes 1 – Short opening hours0.5 Average – Atmosphere is not great 0 – All shops are alike • Modern • Well lit • And Busy
Possible Locations High Street Fore StreetPROS CONS High value in footfall - Relatively high cost per person survey (54/min) and sq ft (£1331.28) Central location - Is it too big for a start-up Far from direct company? (4936 sq ft) competitor ‘The Real McCoy’ Close to other clothing shops who may attract similar clientele e.g. Jack Wills PROS CONS Being close to our direct - Close to our direct competitor competitor could mean we - Shop is small (577sq ft) attract the right clientele - Relatively high cost per person Low rent per annum and sq ft (£820.52) Shop doesn’t need much - Low footfall count (10/min) work
Risks involved• Niche Market• High initial capital requirement• Stock & inventory• Fad?