buying and merch Portfolio- ALLSAINTS DOCUMENT TO UPLOAD | Page 20

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BUYING AND MERCHANDISING
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BUYING AND MERCHANDISING
BAGS
HANGERS
Figure 38 Figure 39 Figure 40 Figure 41 Figure 42 Figure 43
The bag used when a product is bought
from Allsaints is a simple dark grey
colour with just the brand name
‘Allsaints’ printed in the middle of the
front and back of the bag. The product
is firstly wrapped in a dark grey tissue
paper and stuck together with a sticker
that says the brand name on, before
being placed into the bag. The handles
are made out of black thick material
and the bag itself is made out of a hard
cardboard, making it slightly more
expensive looking and sturdier. Out of
all three of the bags Allsaints comes out
as best as it stands out to the others in
that it is a different colour and suits the
whole brand aesthetic well, in which the
others don’t. The packaging bag received from
Whistles is very clean and cut. it has a
monochrome feel to it with its white
background and bold black writing,
which says ‘Whistles’, written toward
the lower end of the back and front of
the back. The handles are again made
out of a black material and the bag is
made out of a hard cardboard material,
giving it and expensive and luxurious
feel. Inside the bag the website is printed
in a discreet and small font. Once the
product has been placed inside the bag
it is then sealed with a black sticker with
‘Whistles’ printed onto it in a white font,
contrasting to the bag. The carrier bag received from Reiss is
again monochrome, clean and cut similar
to that of Whistles. It has a plane white
background with simple writing on the
lower half of the bag in black colour
saying the brand name ‘Reiss’, written on
both sides. The handles are made out of
strong sturdy material, giving the bag an
upper market feel. The bag itself is made
out of the same material as the others.
Inside the bag ‘Reiss.com’ is written in a
small white font contrasting to the black
background. When a purchase is made a
small black card is inserted into the bag
saying ‘with thanks’ in gold writing The hangers at Allsaints perfectly fit
the aesthetic of the store and the visual
merchandising. The hangers are made
out of wood to give them a sturdy shape.
The hangers are painted with a glossy
dark grey finish with Allsaints embossed
into the hanger. The metal hook of
the hanger is a shiny metal material.
Overall this and the Whistles hanger are
extremely similar in that they are both
engraved with the brand, the Allsaints
hanger is slightly better as it completely
matches the carrier bags given when a
purchase is made. The clothes hangers in Whistles are made
of wood and coated with what looks to
be white paint. The whistles brand logo
is engraved into the hanger making it
different to other high street stores,
and a more plush and expensive look.
The hook of the hanger is made of metal
but seems to have a matte finish. The
hangers overall really fit the aesthetic of
the Whistles store as it is rather plain yet
with considered and expensive looking
details. The clothing hangers at Reiss are, like
the others, also made of wood, with a
clear see-through shiny finish. The Reiss
brand logo is printed onto the hanger in
a clear white font, making it look slightly
cheaper to the other two competitors.
The hook of the hanger is a shiny metal,
the same as Allsaints. Overall Reiss had
the worst hangers as they did not relate
to the packaging of the brand, in that the
brand logo was written in black on the
bags and white on the hangers.