My findings
The main stores I looked at were Size?, Pam Pam, Naked and ASOS. Only two of these were
companies which were only female-focussed (Naked and Pam Pam). Although Pam Pam has some
great products in-store and online, from carrying out this competitor shop I noticed a
drastic difference in the variety of product that they offered in comparison to the other
brands. Despite Pam Pam being a small business (still on the rise) and having locations
around the country, it’s concerning that this is probably the best example that we have
in London (and the rest of the UK) of a brand which focuses just on female-based
streetwear products.
I was very much surprised at how little Pam Pam offered in certain categories for example
they only had 2 jackets, no track bottoms and not as many sweatshirts/jumpers as you’d
expect.
My personal favourite out of the main companies investigated is Naked. They offer an array
of different brands and colourways as well as international shipping (at a cost). The
downside is that their only store is in Copenhagen (which obviously leaves a huge gap in
the market over here).
I was surprised to find ASOS with a strong streetwear edit. The variety was great in terms
of size options, colourways, brand choice, styles and prices. ASOS has pulled together
this up-to-date edit really well and is offering more for girls than some actual
streetwear-only companies. Although ASOS might not usually be a first-stop-shop for all
streetwear lovers, it definitely has the potential to be.
I found that a lot of the products on offer across all the stores were fairly expensive.
Most were just above what wold be considered affordable for young women (particularly
those still in education). Obviously this is down to the brands and not the retailers but
I want to take this point into strong consideration when pulling together my range.