Westfield Part I

As part of research for the publication a trip to Westfield shopping centre was in order, demonstrating the latest developments in Visual Merchandising for mature women:


COAST has maintained a feeling of space in a rather narrow store by opening up their window, allowing you to see straight into the store. They have also experimented with different levels and presented outfits on mannequins in various positions to maintain visual interest.

HOBBS has also left the store window open plan but has displayed the garments on a traditional dressmakers mannequin. Often used as a strength or USP for luxury brands, Hobbs is promoting an air of heritage. This is especially effective today when considering the current attitudes of the consumer. The credit crunch is encouraging a more considered and sober approach to shopping, seeking quality and longevity.

Hobbs has also successfully tapped into a trend in the lifestyle of mature women: Travel. Even out of season, (this photo was taken just as Spring was developing) Hobbs is referencing a favourite past time that mature women often enjoy all year round. This creates excitement and temptation to enter.

M&S is the perfect example of seeing Westfield as an opportunity to update. The first M&S image is of the Per Una window in Westfield. The second image is of the M&S in Oxford Street.

Westfield have invested in rotating mannequins allowing the consumer a 360 degree view of the clothing displayed, promoting good fitting garmetns as nips and tucks would be impossible to hide on a rotating mannequin! Mannequin poses are unique and confident, eye catching... as are the spring window graphics. Complete and colourful outfits are displayed including matching accessories promoting a whole look which is often appreciated by the consumer.

The second image presents M&S almost surrendering to the credit crunch with their dress for less campaign. The mannequins take a far less imposing stance and the styling is far from eye-catching. With competitors over the road such as H&M, M&S must employ their Westfield innovation more centrally in order to successfully compete with more youthful brands who are often successful in tempting the mature woman.

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