Contents

• Concept

• Typical Customer

• Data Analysis

• Market Analysis & Risks

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)

Vintage Article

• Celebrity trends • Vintage advantages:

• Affordability• Unique Styles• Vintage is sustainable

Typical Customer

Age: 16-40

• 28% of 26 - 45 like vintage shops

Interests: Indie music, style, independent movies, shop in specialty stores

Status: Not Married

Earnings: Average Salary

• 76% of 26 - 45 have a steady income

Consumer Research

• Consumers want more clothes variety

• Customers seek for general experience

• No Brand Monopoly

0

1

2

3

4

5

6

7

Clothes

Average

Retail Surveys

• Customers are not satisfied with the quality of clothes retail– Long queues

– Not enough staff

– Short opening hours

– Atmosphere is not great

– All shops are alike• Modern

• Well lit

• And Busy

0

0.5

1

1.5

2

2.5

3

3.5

4

Clothes

Average

Market Analysis

• Average Household Spend: £1216.80(1)

• Exeter Clothes Market: £56 632 768(2)

• Competitors (Real McCoys)

(1) http://www.ons.gov.uk/ons/rel/mro/news-release/family-spending-2010/family-spending-2010-nr.html

(2) http://www.exeter.gov.uk/index.aspx?articleid=1566

Possible LocationsHigh Street Fore Street

PROS CONS

High value in footfall

survey (54/min)

Central location

Far from direct

competitor ‘The Real

McCoy’

Close to other clothing

shops who may attract

similar clientele e.g. Jack

Wills

- Relatively high cost per person

and sq ft (£1331.28)

- Is it too big for a start-up

company? (4936 sq ft)

PROS CONS

Being close to our direct

competitor could mean we

attract the right clientele

Low rent per annum

Shop doesn’t need much

work

- Close to our direct competitor

- Shop is small (577sq ft)

- Relatively high cost per person

and sq ft (£820.52)

- Low footfall count (10/min)

Risks involved

• Niche Market

• High initial capital requirement

• Stock & inventory

• Fad?

We welcome any questions you may have