Photo Research

Photo Research

I went into Debenhams to look into competitors of Dolce and Gabbana and how they displayed their items. Although these weren't the shops themselves and they were just concessions I was interested to see how they tried to display their brand pieces the best to show off all the pieces. I looked at Polo Ralph Lauren, Armani Exchange, Tommy Hilfger and Michael Kors. Even though I haven't visited the Dolce and Gabbana stores images I have found online show off their brand image clearly.

When looking at Ralph Lauren there is a lot of items presented making their a lot to look at. Although they do have such a small place and want to be able to encourage consumers to look at as many items as possible. The designing of the layout is very simplistic making all the items easy to see. They have used their very traditional look of the dark wood. They have used spot lights in the parts the highlight items of clothing which also gives a more personal brand look.

When looking at the image below of there is obviously a lot more space as it's one of their stores. they have dim lighting still using spot lights to highlight items. The spacing out of all the items creates a dramatic effect and shows the brand worth and also brand image. Making their products look luxurious.

 When looking at Armani there is a bit more spacing which could be because they wanted to incorporate what their stores look like; keeping the same shop appearance whether its a concession or one of their stores. They don't have the unique lighting like Ralph Lauren which doesn't make their items look as appealing or attractive. 

When looking at a picture of one of their stores below the colour scheme is a lot lighter and more simplistic making it look more luxurious. The products are a lot more spread out which could be to do with the space available in the store however, there is a lot less clothes on display.

There is a lot of clothes on display and it's quite a dark colour scheme making it not look as inviting as it has a dull overall look. The amount of clothes on display will attract consumers to look into them whoever, from a first look it isn't clear if they have any eye catching products that would intrigue consumers to go have a look.

The store below has recently been opened on Regent Street in London. It is very light with again a lot of products, a lot more than the brands above. The layout of the store is more similar to a high street shop as some of their competitors are high street brands.

Michael Kors displays a few more products than brands above. They have included the lighting like Ralph Lauren which makes there displays more interesting and also eye catching when walking past the different concessions. 

The store is a lot lighter and very simplistic designs. They have similar lights to the concession in Debenhams which makes makes their products stand out more when walking past and puts them in a more flattering light. The store is made to look quite luxurious.