READER PROFILE
design details from brands such as Ischiko, Oska, Didier Parakian and Lauren Vidal Famous brands including D&G,
Kurt Geiger, Mulberry, Love Moschino, Armani Collezioni, DKNY and Ralph Lauren are a huge pull for shoppers in the wealthy towns where the stores operate. Anne explains that having such desirable brands is one of the most important elements to the department stores, “We are provincial and proud and go for brands that our shoppers may otherwise have to travel to cities to buy. We strive to bring a little luxury to more provincial locations so that shoppers don’t have to go to the big cities – our typical customer likes to shop in Harvey Nichols and John Lewis but also enjoys the smaller environment we offer. We are niche in some respects as we purposefully offer brands that aren’t readily available on the high street and keep our concession mix at less than 30 per cent.” The accessories department
offers a go-to for those looking for desirable and well-made pieces. Mulberry is a very successful brand alongside Longchamp, Lulu Guinness and Michael Kors. Pucci and DKNY are all among the aspirational brands that shoppers love to indulge in. Keeping a unique flavour to the stores, there are also brands less well known, but which offer stylish durability: handbags by Lupo and Knomo and Italian leathers by The Bridge. Of course, the sumptuous
fashion isn’t just for the ladies – the menswear selection effuses quality and is peppered with pieces designed with subtle twists and quirky details. The merchandising has been carefully done to turn the practical into the desirable, on a par with the likes of Liberty and Selfridges. Barbour, Paul Smith, Levi, Gant and Polo Ralph Lauren are teamed with Moray Cashmere, luxurious shirts by Robert Graham and innovative tailoring by Gresham Blake. Anne says that the menswear
offer has been thoughtfully positioned, “We aren’t aiming for the typical SuperDry or Fred Perry shopper – we’re going for a slightly older and more affluent customer who is looking for great tailoring as well as something more casual for the weekend.” Whilst the overall offer is very distinctive, Anne says that the
individual stores really belong to each store’s customers, “They tell us exactly what they want and we would soon hear about it if we had it wrong!” Each shop is tailored to the town’s market, with individual identities and offers; the Torquay store incorporates an art gallery, the Tunbridge Wells store has a botox specialist and interior design service, and Anne says that the Wilmslow restaurant caters to ‘ladies who lunch’, “More champagne is sipped at lunchtime there than in any of our other branches!” She observes that one of the
biggest changes in the retail industry is the level of consumers’ product awareness, “They are so clued up about products and brands now and are a lot more demanding. From the trade side, I think retailers are a lot more conscious of what others are doing and what is going on in the retail market as a whole.” Constant investment is what
Anne says keeps Hoopers competitive, “You have to look at the business as a whole and not focus on one area too much.” She adds that there have been significant improvements in developing the attitude of personnel and customer service, partly through working with a mystery shopping company. “It’s really about changing mindsets; we realised that we weren’t teaching our staff the expectation we had of them and needed them to understand others’ points of view. We really strive to offer that unexpected level of service.”
Of course, digital marketing is
high on the agenda for next year also. Anne says that one of the biggest challenges Hoopers faces in launching into this is ensuring the tone and positioning are consistent. “Content will be locally specialised and we are drawing on existing resources within our head office team as they know the business really well already and are better able to get the tone perfect.” She adds that they are drawing on consultancy help to develop their communications, which will soon span social media and a transactional website. Grand plans for a £4m refit
within the Tunbridge Wells store are on the cards. It will be signature to the store, as part of the strategy to maintain an individual feel within each branch. Major parts of the ground and lower ground floors will be given a makeover between January and July 2012, with different colours being used in different areas. It will incorporate the perfumery, cosmetics, leather, jewellery, hosiery and luggage departments. Young fashion will also be revamped, with the introduction of Mango and Darling concessions. Anne describes, “The look will be luxurious, with lots of glass and limestone. The cosmetics and beauty department is going to look absolutely…beautiful! Our aim is to make the look of the store completely synonymous with the top brands it houses.” We can’t wait! n
60 seconds
with… Anne Horton
What has been your bestseller this year? “Mulberry and Barbour.”
What is your personal favourite product or brand in Hoopers? “Marc Cain.”
Which other retailers do you think have the best offering? “Definitely Liberty and John Lewis.”
Which brands would you most associate with your typical customer? “In fashion, Mulberry and in home, Le Creuset.”
Which are your favourite trade show/ events? “Maison et Objet, the International Gift Fair in New York and Pitti Uomo.”
What are you excited about for the next 12 months? “The refit, the website and introducing new brands.”
What do you look for when selecting a new product? “If it doesn’t excite us as buyers then it won’t excite our customers.”
Do you have a tip or motto for your approach to retail? “Inexperience can be forgiven, but passion and attention to detail is a must.”
DepartmentRetailer.co.uk | Department Store Buyer | 25
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36