Competitors Customers Interviews

Competitors Customers Interviews 

While being in Meadowhall for primary research I knew able to see what customers how the brand Hollister and Abercrombie & Fitch were able to tell me what shops they think the competitors are. Which allowed me to follow further research, to see what opinions customers of competitors' stores thought. These interviews were taken in the same day of Thursday 27th December 2018. 

H&M 
Short information collected for the brand: 
The audience is female, 18-26 average. Sales going on were 30%-70%, with all ranges of clothing/ accessories. It's mainly looking for high street clothing for a low price. 

Female student, 19 
- Thoughts  
The style is based on comfortable jumpers, that have a wide range of clothing and are easy to style. Are able to gain a combination of colours and have the design unique but simple sometimes. But when shopping it is important to be able to find clothing on hangers easily. As H&M/ Hollister has the same problem as experienced. 

Female, employed 25
- Thoughts  
When shopping, it is important that there are staff that are able to help you, however, they aren't pressuring you to buy something and asking questions repeatedly. I like clothes that have great style and a decent price, meaning if its cheaper somewhere else it's worth it. Abercrombie & Fitch, is a store with a lot of controversies, plus is not something that is my style cause its too expensive for something I can buy in H&M. 

Female, employed/ student, 23 
- Thoughts 
Looking for seasonal collections, especially in sales it easier cause that's when it really gets cold. Looking for clothing that is in stock is always hard, especially where there's a high demand, so it would be easier if brands/ staff make sure to keep the clothing in the back so is more easier 


Jack Wills  
Short information collected for the brand: price range between £35-£80 from what I could tell. 40%-60% in sales. Looking from hoodies to accessories. Average age is 18-24 university/ college students. 

Female, student, 23
- Thoughts
Jack Wills is a much cheaper and stylish version of A&F. Finds Jack Wills have a good material for the clothing that last long, which means the quality is great. And it's got nice style to it. 


Male, 26, employed 
- Thoughts 
It's got comfortable, good quality material with a reasonable price. By that it means it is a bit expensive but its worth it if it lasts for a nice time. Plus the sports wear is good clothes to work out in. 


Male 19 student 
- Thoughts 
Love the style, and it's great to recognise the brand with the blue and pink stripes. Doesn't feel like its a shop just for girls/ guys, which is nice. But just shops for the sales as it's easier. 

Urban Outfitters 
Short information collected for the brand: sale prices 75% both in-store and online (were advertising that as well) average age range 18-30, due to ‘old fashion’ style back. 

Male, employed, 26 
- Thoughts 
Like the American vintage style clothing, brings back memories due to the retro feeling, plus its stylish. The jumpers designers and style is main choice and it is a high price, but its due the quality. Abercrombie & Fitch was a nice American branded store, but its not worth to buy if it looks like everything else, reason for toped shopping there. Plus, it was just out of style now and copy. Hasn't been shopping in ages (3-4 years) 


Female, Employed/ Student 24  
- Thoughts 
Really like the idea of giving gifts, which are mainly quirky and have fun to give people. It's what I mainly get. Plus, it a nice store experience as the layout and design is nice, easy to get lost when picking clothing cause it just hard to choose just one.


Female, 19, student 
- Thoughts 

It's got a nice retro American style to it, it is on the pricy side, but had an amazing experience overall and enjoyed it. It's not something you can get elsewhere. 

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