Draper’s most recent articles

I have been keeping up to date with the latest happenings in the industry and found these articles the most interesting – interesting to see M&S boosting their digitial presence through hiring the founder of shazam, Reiss is continuing to grow internationally and Burberry and Mario Testino presented a live photoshoot on Snapchat. Always fun to get these email daily and read them before I start my day…





Average UK shopping trip now takes over four hours, research finds

As I am now back at university and starting to think about my dissertation project, I found this article really interesting to consider. I am researching into sensory marketing/namely tactile marketing and the affects this has on consumer behaviour.

Article can be found: http://uk.fashionmag.com/news/Average-UK-shopping-trip-now-takes-over-four-hours-research-finds,545967.html#utm_source=newsletter&utm_medium=email

Hammerson, the UK property specialist, has just released its 2015 retail report “Shopper Tribes.”

The average shopping journey in the UK now takes over four hours, the report found. This includes browsing, researching, checking prices and purchasing, and nearly 40% of it is spent in stores.

Photo: Hammerson

The survey divides shoppers into three groups: Channel Surfing Enthusiasts, aged 18-34 and 35-54, and Focused Functional Spenders, aged 55+. The youngest group are the keenest shoppers, but the 35-54-year-olds spend the most as a group.

Multichannel shopping is more common than ever, with most (86%) now using two or more channels. Of the younger shoppers, 24% use four or more channels and over half (58%) use mobile or tablet devices whilst shopping.

The survey also found that Black Friday and “half price” were the most effective promotions.

David Atkins, CEO at Hammerson, said: “In many ways, the proliferation of research tools and digital innovations has democratised shopping, empowering consumers but also giving retailers numerous touch points to reach their customers and engage with them along the journey.  With nearly two fifths of this shopping time spent in store, there is a real opportunity for retailers to showcase a proposition that is unmatched in the online world, and for landlords to provide experiences beyond pure retail that capture and extend customer dwell-time.”

OASIS – The V&A Collection

Really loved the V&S collection by Oasis this summer for their SS15 collection. Using more or less one print and adapting it commercially into different product types – this was really infuential when thinking about my final collection. Having visited Westfield, Stratford store it was really interesting to see parts of the range and how it had been VMed. I think Oasis really considered their target customer and suited the brand perfectly.




Designed by:
William Kilburn, 1745-1818

Before turning his hand to textiles, William Kilburn
was a botanical illustrator famous for recreating
naturalistic flowers and plants.”

Link to website: http://www.oasis-stores.com/

UK’s John Lewis to introduce in-store spa concept

Paula Nickolds, Buying and Brand Director, John Lewis said: “We know that today shoppers want more than just products when they walk through our shop doors; they also want a space where they can enjoy new experiences and relax with friends and family. We always strive to offer our customers an exciting and inspiring shopping experience and today’s announcement builds on this ambition. Our existing beauty and spa offers have been really successful and we wanted to find a way to take these to the next level.”

Article can be found:


Liberty to expand!

The iconic British department store is looking to expand into the US, which is exciting news for the store! A bit of Britain is moving over the pond:

The retailer will sell its Flowers of Liberty collection in five Nordstrom stores this summer, as part of the US department chain’s Pop-in@Nordstrom series. The collection features three prints – Wiltshore, Betsy and Theodora – on a range of kitchenware, food and gifts.

Article by  available from: http://uk.fashionmag.com/news/UK-s-Liberty-plans-international-expansion,544978.html#utm_source=newsletter&utm_medium=email

Alexander McQueen to double in size under Kering

I was interested to hear about the expansion of Alexander McQueen, which is one of Kering small clothing brands. This is due to the expansion of its store network and its big focus on leather goods, neither of which are surprising to me. Despite a difficult economic position for luxury brands, Alexander McQueen is looking to double its number of stores. This is great to see a renowned company to increase its profitability and still evolve itself.
Article can be found: http://uk.fashionmag.com/news/Alexander-McQueen-to-double-in-size-under-Kering,542665.html#utm_source=newsletter&utm_medium=email

Mulberry’s return to its roots helps sales after profit plunge

I always like to hear of ways retailers move with the times and innovate their brands, its especially more interesting when companies return to their roots to sustain sales. Mulberry has returned to lower price points in order to boost sales, which I proving promising at the start of this financial year.

Mulberry on Rue Saint-Honoré in Paris

The company is renowned for its classically styled leather bag, however the lacked the ability to move further upmarket by selling products over £1000. This failed to appeal to their customer base, therefore they lowered their exit price point – “I think the figures show the strategy we have been adopting is working, regaining our core UK customers,” Chairman Godfrey Davis said. He stated 66 percent of SS 2015 bags were now priced under 1,000 pounds versus 45 percent in 2014. It seems the CEO has chosen to emulate this strategy to Mulberry’s shoes and RTW collections.

Article can be found here: http://uk.fashionmag.com/news/Mulberry-s-return-to-its-roots-helps-sales-after-profit-plunge,539610.html#utm_source=newsletter&utm_medium=email