3. FIRSTIMPRESSIONS
Window Display
On first impressions, standing front on I was met with
impeccable structure. Everything from clothes to
was a perfect square or rectangle. The metal poles
a sense of a minimalist scaffolding. Minimal products
neatly placed in the window display giving subtle ideas
potential outfit choices, it is the empty space that
displays its exclusiveness.
Neon around the Carhartt name distinguish it from the
muted, earthy tones of the foreground and
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4. FIRSTIMPRESSIONS Entrance
About 1 metre from the door I was met with a solid
looking metal table lines with 5 pairs of shoes. The
labels solid colours of beige, navy and hunter green
through. Then it was another half a metre till I was
with a wooden table, thought to be within a glass
moulding, holding spaced out folded t-shirts.
Structure
Around are metal piping lining
the store, their joins and are
clearly visible adding to the
raw, industrial appeal.
Work benches line the window
display, and gridded shelves
hold again the folded t-shirts.
Florescent white light lines the
underneath of these shelves.
Décor
Décor is minimal, large
ridging plants, around half
a dozen are dotted around
in metal pots. The greens
does well in again
breaking the muted tones.
In summary the ambiance was relaxed, as electro
/ techno music is quietly playing in the
background. Even though there is an industrial feel
to the store and structures such as a workmen's
table do reference this theme, the store doesn’t
feel like its there to mimic a workplace , more so
use it as a starting point and refine it.
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5. THEMES Table displays
• Linear
• Resembling tool wall
• Showing collaborations
• Detroit records, nostalgic roots.
• Wood / metal, industrial
Counter displays
• Sunglasses
• Headphones
• Laptop case
• Comb
• Carhartt Neighbourhood CD
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6. THEMESClusters of :
• Blue/White /Navy
• Navy and Purples /
Orange /Black and
white polka dot
• Grey and Navy
Linear store layout echoed
through product
placement.
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7. SALES/COLLABORATION Lowest – Highest Prices
• £25 T-shirt - £500 Coat
Most Popular
• Basic Collection / Sid Pant £85
• A/W 14 Collection / Anchorage Coat £185
Range Per Season
• Men's
• Women's
• Unisex
• Carhartt store exclusive capsule collection
Recent Collaborations Include
• Vans
• Perks and Mini
• Carhartt x Vans x P.A.M
• Rocky Mountain Featherbed
• RETROSUPERFUTURE®
All of Carhartt’s collaborations are made by the
original maker, the design is simply revised. For
example RETROSUPERFUTURE® sunglasses are still
made in the Italian factories, justifying a hefty price
tag.
Shoreditch
8. Busiest Time Week Day
• Lunch time – 12-1
• Evening – 6
In a 20 minute Period
3 Minutes Empty
1 Customer Came in, Instant Sale
The rest of time around 6 people browsed
but no sale.
Other Brands Consumers Wear
• A.P.C
• Supreme
• All Saints
COSTUMERBEHAVIOURShoreditch Saturday
• Continuous
Sunday
• Mornings– Brick lane Market /
Flower market
Bags From Other Stores
• All Saints
• Diesel
• Mango
Sales Assistant Wear
1st Sales Assistant
• Carhartt Burgundy knitted
Jumper
• Carhartt Black Pant
• Converse Black Shoes
2st Sales Assistant
• Carhartt Cap
• Carhartt Navy Bomber
Jacket
