3. Vintage Shop
• Not Just Clothes
– Atmosphere (music, layout and decorations)
– Experience (teas and cakes, lock-ins)
– Culture (dance classes, workshops)
• Lack of clothes variety in Exeter
– Vintage style on the rise worldwide (nationwide)
5. Typical Customer
Age: 16-40
• 28% of 26 - 45 like vintage shops
Interests: Indie music, style, independent
movies, shop in specialty stores
Status: Not Married
Earnings: Average Salary
• 76% of 26 - 45 have a steady income
6. Consumer Research
7 • Consumers want more
6 clothes variety
5
• Customers seek for
4
general experience
3
2 Clothes • No Brand Monopoly
1 Average
0
7. Retail Surveys
4 • Customers are not
3.5
satisfied with the
3
2.5
quality of clothes retail
2 – Long queues
1.5 – Not enough staff
Clothes
1 – Short opening hours
0.5 Average
– Atmosphere is not great
0
– All shops are alike
• Modern
• Well lit
• And Busy
10. Possible Locations
High Street Fore Street
PROS CONS
High value in footfall - Relatively high cost per person
survey (54/min) and sq ft (£1331.28)
Central location - Is it too big for a start-up
Far from direct company? (4936 sq ft)
competitor ‘The Real
McCoy’
Close to other clothing
shops who may attract
similar clientele e.g. Jack
Wills
PROS CONS
Being close to our direct - Close to our direct competitor
competitor could mean we - Shop is small (577sq ft)
attract the right clientele - Relatively high cost per person
Low rent per annum and sq ft (£820.52)
Shop doesn’t need much - Low footfall count (10/min)
work
11. Risks involved
• Niche Market
• High initial capital requirement
• Stock & inventory
• Fad?
