OVERVIEW OF LOFT COMPETITORS

ERICA SOUTHERN

LOFT AND OUR COMPETITORS

LOFT

Express

Banana Republic

Zara

Ann Taylor

J. Crew

Store Front

Price Points

Silhouettes/ Fabrics

Promotions/ “Must Haves”

Target Market

In Store Experience

Design Details/ Trends

Merchandising/ Fixtures/ Lighting

COMPETITOR CATEGORIES

EXPRESSLocation: 130 5th Ave, NY, NY 10011

1. STORE FRONT

Kate Upton

Black, White, Red

Moto Jacket

Red Suit Seperates

“Hello Editor, Hey Columnist…”

First Impression- “ Very bold with the red, black and white. This caught my attention. Also seeing a red stand-alone sign in front of the front door on the sidewalk caught my eye. The mannequins dressed in moto jackets

2. MERCHANDISING/ FIXTURES/ LIGHTING

Broad Assortment of Items

Mismatching Assortment

Too Much Pattern/ Colors Together

Denim Lab (Mid-rise, low-rise)

Men's’ on opposite side… (not symmetrical)

Overall- “I went through the store seeing that more office apparel including the Columnist and Editor pants folded on a table in the front part of the store with patent leather heels behind the pants. Towards the back was the Denim Lab which caught my eye too- less lighting, mysterious and a Lab of… Denim? Walls and a table of every type of jeans you could want (Skinny, Jegging, Boot, etc.) in so many washes. To the left of the Denim Lab is a small section of sales items with a table and walls of items. Visual merchandising was a bit confusing-too many patterns and prints together for the sake of being the same style shirt… leopard and floral?”

3. PRICE POINTS (EXPRESS)

Coats- $175-225

Jackets- leather- $425

Sherling Coat- $2250

Blazers- $140-$198

Denim (Skinny/ Bootcut)- $60-$89.50

Pants (Martin + Jackson, Trouser Sloan Straight, Slim)- $69-$110

Skirts- $55-$98

Dresses- $90-$150

Knits- Sweaters- $48-$90

Cardigans- $59-$150

• Blouses- $39-$90 (Leather $225)

• Shirts- Tank- $20.00Cami- $22.00SL-$20-$75LS- $34-$55Tees- $22-$80

• Shoes-Heels- $118-$158Booties- $170-$225Flats-$80-$120

• Accessories-Handbags/Wallets- $60-$200Sunglasses- $98Scarves- $30-$60Belts- $30-$60Hats- $50-$70Legwear- $7-30Hair Ties- $12.50

• Jewelry-Necklaces- $28-$125Bracelets- $21-$50Earrings- $22-$50Rings- $27-$45

3. PRICE POINTS (LOFT)

Coats- $158- $188

Jackets- Leather Moto- $368

Blazers- $98-$128

Denim- 5$9.50-$89.50

Pants (Marissa, Julie, Zoe)- $59-$89.50

Skirts- $49.50-$69.50

Dresses- $79.50-$108

Knits- Sweaters- $44.50-$89.50

Cardigans- $49.50-$59.50

• Blouses- $44.50-$59.50

• Shirts- Tank- $16.50Cami- $19.50SL-$29.50-$54.50LS- $29.50-$59.50Tees- $29.50-$49.50

• Shoes-Heels- $79.50-$98Boots $98-$188Flats-$49.50-$98

• Accessories-Handbags/Wallets- $39.99 (SALE)Sunglasses- $24.50Scarves- $34.50-$39.50Belts- $29.50-$39.50Hats- N/ALegwear- $7.50-$34Hair Ties- $12.50-$29.50

• Jewelry-Necklaces- $34.50-$74.50Bracelets- $19.50-$29.50Earrings- $19.50-$34.50Rings- $19.50

4. SILHOUETTES/ FABRICS

Columnist pant, Editor Pant,

Suit Separates

Button Down Collared Shirts

Full “A-Line” skirts

Skater “Mini” Skirts Polyester

Cotton

Nylon

5. PROMOTIONS/ “MUST HAVES”

BOGO 50% skirts

Essential Shirts BOGO

$29.90 Pants

BOGO 50% Sweaters

39.50 Denim

Sale up to 70% off

Moto Jacket

“Essentials” Button Down Shirt

Columnist & Editor Pants

Mid-dresses

6. TARGET MARKET

Woman Early 20’s to Early 30’s

Professional

College Grad

Likes to socialize after work/ on the weekends

Tech Savvy

Confident

7. DESIGN DETAILS

Peek-A-Boo Lace

Leather

Quilted Pattern

Cut-Out Pattern

Sequin

8. IN-STORE EXPERIENCE

“When I first arrived I was greeted and was told that sale was in the back. I was also told by another associate that the sweaters I was looking at were BOGO 50% off. I liked one of the moto jackets because it was made of two fabrics, leather arms and shoulders with the rest in a tan wool fabric. The overall lay-out of the store was a bit confusing because men’s started halfway throughout the store with a table of men’s clothing down the middle of the store and one area of men’s clothing along the walls. I saw a lot of the same trends as I did in the other stores.”

LOFTLocation: 156 5th Ave, NY, NY 10011

1. STORE FRONT

Quilted Dress

Mini Dress

Snow Pane Sweater

Moto Jacket

Car Coat

“Life Is In the Details…”

First Impression- “ I am used to seeing LOFT marketing and have seen this marketing almost everyday. I love the softness of LOFT’s advertisement. We aren’t an “in your face- look at me” brand. I know I am looking forward to the Mini Dress in leopard print so that is what caught my eye- also the red promo sign for shirts cardigans and jeans being $25 off.”

2. MERCHANDISING/ FIXTURES/ LIGHTING

Broad Assortment of Items

Jewelry/ Accessories near Cash-Wrap

Cash-wrap in middle of store

Julie/ Marissa/ Zoe Pants in Back of Store

Cords on long table in middle of store

Overall – “I have been in this store before- I noticed there was newer merchandise out then we have at the TST location but that may be because they have less items to process. I liked the corduroy table and how the work pants were towards the back. I feel this makes it easy to find for shoppers who strictly are looking for work related items although I do feel like they could have been incorporated more into the whole store instead of just throwing them in the back.”

3. PRICE POINTS

Coats- $158- $188

Jackets- Leather Moto- $368

Blazers- $98-$128

Denim- 5$9.50-$89.50

Pants (Marissa, Julie, Zoe)- $59-$89.50

Skirts- $49.50-$69.50

Dresses- $79.50-$108

Knits- Sweaters- $44.50-$89.50

Cardigans- $49.50-$59.50

• Blouses- $44.50-$59.50

• Shirts- Tank- $16.50Cami- $19.50SL-$29.50-$54.50LS- $29.50-$59.50Tees- $29.50-$49.50

• Shoes-Heels- $79.50-$98Boots $98-$188Flats-$49.50-$98

• Accessories-Handbags/Wallets- $39.99 (SALE)Sunglasses- $24.50Scarves- $34.50-$39.50Belts- $29.50-$39.50Hats- N/ALegwear- $7.50-$34Hair Ties- $12.50-$29.50

• Jewelry-Necklaces- $34.50-$74.50Bracelets- $19.50-$29.50Earrings- $19.50-$34.50Rings- $19.50

4. SILHOUETTES/ FABRICS

Marissa, Julie, Zoe Pant Fits

Skinny, Boyfriend, Relaxed Skinny, Straight Leg

Button Down Collared Shirts

Mini Skirts

Pencil Skirts Polyester

Cotton

Nylon

5. PROMOTIONS/ “MUST HAVES”

2 for $20 tanks

Jackets $49.50

Cardigans $25 off

Sweaters $29.50

Belts 50% off

LS Button Front Shirts $20 and $29.50

Sunglasses 50%

Tops $18

Jewelry BOGO 50%

Leopard Print

Built In Sparkle

Mini Skirt

Plaid

Stripes

6. TARGET MARKET

Woman Early 20’s to Early 30’s

Professional

College Grad

Likes to socialize after work/ on the weekends

Tech Savvy

Confident

Trend-Right

7. DESIGN DETAILS

Tweed

Button Up’s With Embellishments

Moto Skinny

Leather

8. IN-STORE EXPERIENCE

“I wasn’t greeted. I went throughout the store and no one asked if I needed help although there was a few people in line, I didn’t see any other workers on the floor. I feel my opinion is a bit biased because I see the merchandise a lot so nothing really caught my eye except for a plaid dress and a few skirts we didn’t get into the TST store yet. The signage for promos was clearly visible.”

BANANA REPUBLICLocation: 114 5th Ave, NY, NY 10011

1. STORE FRONT

Red Promo Sign

White Luggage Stacked Next to Mannequins

Trench Coats

Rustic Looking

First Impression- “Interesting window display. Makes me wonder what kind of trip the store will take me on.”

2. MERCHANDISING/ FIXTURES/ LIGHTING

Rustic Looking Inside

Mannequin sitting on table with glass globe, plants, and iron looking pieces in front of store.

Table in front display with white shorts on it?

Leather EVERYWHERE!

Grey Walls with chalk writing on walls with quotes.

Cash Wrap in front of store.

Overall- “Out of all the stores this was my favorite lay-out. The interior felt like I was walking into a mansion. Spiral staircase to my right, high ceilings- chandelier. I loved the chalk writing on the walls. Small details of necklaces hanging on the wall with chalk outlining them was interesting also. The store layout had more practical everyday pieces in the front and through a partial hallway there were more professional pieces in the back. “

3. PRICE POINTS

4. SILHOUETTES/ FABRICS

Skinny Pants

Polyester

Cotton

Nylon

5. PROMOTIONS/ “MUST HAVES”

BOGO 50% skirts

Essential Shirts BOGO

$29.90 Pants

BOGO 50% Sweaters

39.50 Denim

Sale up to 70% off

Moto Jacket

“Essentials” Button Down Shirt

Columnist & Editor Pants

Mid-dresses

6. TARGET MARKET

Woman Early 20’s to Early 30’s

Professional

College Grad

Likes to socialize after work/ on the weekends

Tech Savvy

Confident

7. DESIGN DETAILS

Peek-A-Boo Lace

Leather

Quilted Pattern

Cut-Out Pattern

8. IN-STORE EXPERIENCE

“When I first arrived I was greeted and was told that sale was in the back. I was also told by another associate that the sweaters I was looking at were BOGO 50% off. I liked one of the moto jackets because it was made of two fabrics, leather arms and shoulders with the rest in a tan wool fabric. The overall lay-out of the store was a bit confusing because men’s started halfway throughout the store with a table of men’s clothing down the middle of the store and one area of men’s clothing along the walls. I saw a lot of the same trends as I did in the other stores.”

J.CREWLocation: 91 5th Ave, NY, NY 10011

1. STORE FRONT

“Love Notes to Your Closet xo J.Crew”

Family Mannequins

Fall Leaf colored envelopes stapled behind mannequins in gradient effect

Blue navy mailbox next to family

Sweaters, Plaid, Layers, Outerwear

First Impression- “Fall is Coming! I like the family mannequins and the gradient effect of the letters. I thought they were leaves at first until I stopped and really looked at the display.”

2. MERCHANDISING/ FIXTURES/ LIGHTING

Denim Table

Button Down Shirts In Many Patterns/ Assortments

Vintage Cotton Tees In Many Assortments

Jewelry Encased Behind Glass in Middle of Store

Plants & Wood

New Balance Sneakers Strategically Placed

Overall- “I went through the store seeing that more office apparel including the Columnist and Editor pants folded on a table in the front part of the store with patent leather heels behind the pants. Towards the back was the Denim Lab which caught my eye too- less lighting, mysterious and a Lab of… Denim? Walls and a table of every type of jeans you could want (Skinny, Jegging, Boot, etc.) in so many washes. To the left of the Denim Lab is a small section of sales items with a table and walls of items. Visual merchandising was a bit confusing-too many patterns and prints together for the sake of being the same style shirt… leopard and floral?”

3. PRICE POINTS

4. SILHOUETTES/ FABRICS

Toothpick Pant

Mini Skirts

Button Down Shirts

Puffer Vests/ Jackets

Cashmere

Wool

5. PROMOTIONS/ “MUST HAVES”

Everything 25% Off.

“Recycle Old Pair of Jeans And Save”

Italian Cashmere Sweaters

Button Downs

Denim

Zip-Tunic Sweater

Biella Tassle Loafers

Shelby Satchel

6. TARGET MARKET

Woman Early 20’s to Early 30’s

Professional

College Grad

Likes to socialize after work/ on the weekends

Tech Savvy

Confident

7. DESIGN DETAILS

Leather Detail

Stripes

Quilted Pattern

Polka Dot

Lace

8. IN-STORE EXPERIENCE

“When I first arrived I was greeted and was told that sale was in the back. I was also told by another associate that the sweaters I was looking at were BOGO 50% off. I liked one of the moto jackets because it was made of two fabrics, leather arms and shoulders with the rest in a tan wool fabric. The overall lay-out of the store was a bit confusing because men’s started halfway throughout the store with a table of men’s clothing down the middle of the store and one area of men’s clothing along the walls. I saw a lot of the same trends as I did in the other stores.”

EXPRESSLocation: 130 5th Ave, NY, NY 10011

1. STORE FRONT

Kate Upton

Black, White, Red

“Hello Editor, Hey Columnist…”

First Impression- “ Very bold with the red, black and white. This caught my attention. Also seeing a red stand-alone sign in front of the front door on the sidewalk caught my eye. The mannequins dressed in moto jackets

2. MERCHANDISING/ FIXTURES/ LIGHTING

Broad Assortment of Items

Mismatching Assortment

Too Much Pattern/ Colors Together

Denim Lab (Mid-rise, low-rise)

Men's’ on opposite side… (not symmetrical)

Overall- “I went through the store seeing that more office apparel including the Columnist and Editor pants folded on a table in the front part of the store with patent leather heels behind the pants. Towards the back was the Denim Lab which caught my eye too- less lighting, mysterious and a Lab of… Denim? Walls and a table of every type of jeans you could want (Skinny, Jegging, Boot, etc.) in so many washes. To the left of the Denim Lab is a small section of sales items with a table and walls of items. Visual merchandising was a bit confusing-too many patterns and prints together for the sake of being the same style shirt… leopard and floral?”

3. PRICE POINTS

4. SILHOUETTES/ FABRICS

Columnist pant, Editor Pant,

Suit Separates

Button Down Collared Shirts

Full “A-Line” skirts

Skater “Mini” Skirts Polyester

Cotton

Nylon

5. PROMOTIONS/ “MUST HAVES”

BOGO 50% skirts

Essential Shirts BOGO

$29.90 Pants

BOGO 50% Sweaters

39.50 Denim

Sale up to 70% off

Moto Jacket

“Essentials” Button Down Shirt

Columnist & Editor Pants

Mid-dresses

6. TARGET MARKET

Woman Early 20’s to Early 30’s

Professional

College Grad

Likes to socialize after work/ on the weekends

Tech Savvy

Confident

7. DESIGN DETAILS

Peek-A-Boo Lace

Leather

Quilted Pattern

Cut-Out Pattern

8. IN-STORE EXPERIENCE

“When I first arrived I was greeted and was told that sale was in the back. I was also told by another associate that the sweaters I was looking at were BOGO 50% off. I liked one of the moto jackets because it was made of two fabrics, leather arms and shoulders with the rest in a tan wool fabric. The overall lay-out of the store was a bit confusing because men’s started halfway throughout the store with a table of men’s clothing down the middle of the store and one area of men’s clothing along the walls. I saw a lot of the same trends as I did in the other stores.”