Warehouse is currently one of the strongest performers in the Mosaic Fashions company, following on from a stellar high street performance in the current year to date. This is due to a well thought out product range hitting the fashion looks strongly. The brand currently has very strong functional elements, but the emotional side of the brand is not as well developed as some competitors which is important in developing a loyal customer base. One main concern would be that Warehouse has yet to occupy a particular niche on the High Street which means it‘s very dependent on its product range.
In general, stores are colour blocked and within this the offer is split by end use. Front facing displays are well used, but this makes up for a lack of mannequins and graphics in the stores. There is a lack of consistency across the portfolio, generally with the larger stores being better laid out and easier to shop. The smaller box stores e.g. Kingston can feel cramped and are difficult to manoeuvre around. Staff can also be variable with their service, and their fit with the quality brand values can be questionable at times!
A well thought out product range is currently in store, offering possibly the best range of maxi and mini dresses on the high street. The range is in bold but easy-to-wear colours and patterns. Overall quality is high and premium materials are used throughout the range – silk is a common occurrence. Deservedly, the range has received a high level of press attention, however, some of the key pieces can prove either difficult to find in stores, or are absent.
Value Positioning (****)
Warehouse sits at the upper end of the high street, offering designer looks at accessible prices – a difficult position to get right, as shown by French Connection, but the sharp, focused range has allowed Warehouse to be successful within this niche. Quality materials and unique designs justify the price demanded by differentiating the range from key competitors such as Oasis and French Connection.
1. Ensure staff service and attitude reflect the high quality standards of the products.
2. Review ease of movement through all stores, especially the smaller formats and ensure consistency in the product offering both throughout individual stores and online.
3. Introduce more use of graphics to develop the emotional aspects of the brand.