Becky RogersConcept Research &

Implementation of a Major ProjectEFPI6001

ZARAPULL & BEAR

MASSIMO DUTTIBERSHKA

STRADIVARIUSOYSHO

ZARA HOMEUTERQUE

WEEKDAY STORE, BERLIN

Customer Profile/ Target Market:

Weekday is a progressive multiband concept with a strong focus on denim. Apart from our own brands such as Weekday Store made and Weekday Vintage the stores sell other labels including Cheap Monday, Rodebjer and Christophe Lemaitre as well as capsule collections by up

and coming designers. There is Weekday stores in 6 markets and customers in 18 European markets that can also buy the brand online.

Weekday’s Objectives:-Offering a large variety of products and designers that allows customers to find -their own personal style

-To offer quality assurance through continuous quality controls-The give the customer unbeatable value by offering quality at the best possible price

Weekday Customer Profile:

Age: -21-35Gender –Male and Female

Shops at – H&M, Zara, Mango, Urban Outfitters and Pull & BearSomeone who likes good quality clothing, shopping online to find out about new stores and events, enjoys browsing stores and online to

inform themselves on products, likes to try new styles of clothing such as shape, colour and style.Quite educated on current trends, someone who has a slight interest in fashion and looks and blogs and magazines quite regularly, who see’s

shopping as a pleasureSWOT Analysis:

Strengths:

Reasonable pricesVariety of products and designers

Male and female productsCollaborations with designers

Seasonal fashion magazine with information on the brand and future collaborations

Weaknesses:Only stores in Europe and one in Japan

Opportunities:

Expanding store locations

Threats:Lack of advertising,

Weekday’s competitors have more store locations (Zara, Pull & Bear and Topshop/Topshop Boutique, and Mango)Well-known brands are preferred

Finding out where the stores are, led me to want to know why there is not a store in the United Kingdom as of yet, with the United Kingdom holding a fashion capital, the research I have found

shows that Weekday logistics are managed in- house from Stockholm and the brand will use the data it collects about it’s audience to locate it’s future magnets for business throughout Europe, finding this out was vital within my research as now knowing they use data capture to find out where their

customers are shopping from, which helps them decide where to open up the next store.

SEVEN DIALS, COVENT GARDEN.

Seven Dials situated in Covent Garden would be an ideal place for Weekday to open their first stand alone UK store, my research led me to this part of London because it has that exclusive feel once there and also is home to some of the bigger fashion brands such as

All Saints, Urban Outfitters and American Apparel and is also the home to The Cambridge Satchel Company, Benefit and Art Box, Seven Dials also have some of the biggest fashion labels, being Diesel, Adidas Originals and Nike. The street, which I have most interest in,

is Short Gardens, The fashion sector of Short Gardens includes the clothing stores Berghaus, Fred Perry, G-Star, Gibson and the T-Shirt Store. This would be a beneficial

place to open a Weekday store because it has a much loved cosmetic brand, Benefit and the exclusivity feel of the Cambridge Satchel Company all on one street. Earlham Street being the next street from Short Gardens holds a more popular brand such as All Saints, it would be fitting to have Weekday store along on the next street as those who like to

shop in All Saints might also find themselves taking a liking to Weekday.