vintage shop
TRANSCRIPT
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