How to Visit a Clothing Store
As a writer, I’ll read great writing and analyze it to understand why it works.
As a product manager, I’ll use and examine products to figure out why they made certain decision decisions.
In fashion, one of the best ways to stay informed and educate yourself is by visiting stores and taking note of all the different elements.
Here are a few questions to consider (source: Fashion Design Course by Steven Faerm):
The Clothes
- Identify the market: Designer/bridge/ moderate/budget?
- What is the color story?
- List the fabrics used: Fiber content and specific fabric names.
- Note the garment details: Beading/fabric prints/ contrast stitching/pleating/washings/logo buttons/ logo zippers/logo rivets/ patch pockets/ cargo pockets.
- Consider their placement, imagery, size, shape, and materials used
- Think about the merchandising of garments: Are there more skirts than pants?
- How many pieces of a given style are on a rack?
- Note the size range available (XS/S/M or 2/4/6 or 36/38/40).
- Identify the garment fit.
- What is the inspiration and overall statement of the collection?
- What appears to be the must-have item or items being pushed for the season?
- What is your response to the clothes?
The Retail Experience
- Consider the store layout/ atmosphere: Lighting, music, scent, color
- Does the store layout complement the collection? Why or why
- Who is the customer: Age, occupation, lifestyle, and so on?
- Where does the individual wear the clothes?
- Which other designers have retail spaces adjacent to the boutique or floor space? Are they similar? How and why?
- What is the location of the store and what does this communicate about the customer and aesthetic?
- Which stores are in proximity? Do they share a similar price point and customer audience?
- What kind of experience does the architect give the customer? How do you feel within the store? How do these aspects relate to the customer and their choices for fashion?