CONSUMER PROFILE

Profile Two

Name: Harley Edwards

Gender: Male

Age: 24

Location: Lives in Liverpool

Occupation: Manager of a skateboarding company

Income: Stable income

Socio-economic group: C1

Hobbies: Running, skateboarding, going out for dinner

His wardrobe: Mostly sweatshirts, jersey T-shirts, cargo trousers, caps

Attitude: Not fussed about looking too stylish, and favours comfort over style. However, shopping at Hollister means comfort plus style

Both stores use mannequins to show different garments styled together, although H&M seem to have more which could be more visually pleasing for a customer. H&M uses spotlights which can be enticing, although a consumer may prefer a dimmer light to feel more comfortable.

This store is situated across three levels, home & kids, women’s wear and menswear. The visual merchandising of this H&M is very coherent and visually pleasing, as it is nice, clear and bright inside. The layout isn’t too different to Hollister.

H&M’s jersey range is very broad, and the jersey garments are all grouped together in various places in the store to make the products easier to find. They have also grouped the jersey garments into colour schemes, such as neutrals.

H&M’s online jersey range is again very broad like in-store, however the layout comes across as quite jumbled, as the products haven’t been sorted into specific jersey garments or colours etc. This isn’t the most visually appealing to a consumer.