In your opinion, what is the essence of this brand?
A high street fashion store that caters for both women, men, girls and boys of all ages at reasonable price with a taste of fashion meeting current trends.
What is the store like if it has one?
Structured stores - usually several floors, each sections is for a specific customer (i.e. men/women)
What is their website like?
News section, new arrival, trend setter
What do you know about the history of the brand?
Not much
How does this brand communicate and at what levels? Above the line and below the line?
They use all forms of communication.
Above the line- buses, billboards, tube ads
Below the line- Catalogue sent home, weekly emails.
Who buys this brand?
Middle class people
Men, women, girls, boys and infants
Fashion forward buyers
Can you suggest possible brand extensions to this brand?
H&M home at the moment. Need to conduct more research to find out if a brand extension is suitable.
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