>>05 creating the 'Peacocks Experience'

Today our group focused on how we could alter and improve the interior layout of Peacocks stores as an attempt to improve/introduce the 'Peacocks experience'.  In order to do this properly, we identified all the issues (mostly derived from our market research) that we felt contributed to the problem.  These were as  follows:

• the interior is inconsistent
• the website doesn't 'tie in' with the store
• only a few stores include a 'Pearl Lowe' range 
• the store is disorganised and cluttered
• there are too many 'sub-brands'
• mixed messages/mixed audiences
• the clothing is the same quality as New Look, but it appears worse
• window displays are crowded
• employees don't seem to wear a uniform

In response to these problems, we then devised a number of possible solutions:

• feature clothes more in magazines
• introducing a Pearl Lowe line in every Peacocks store (perhaps a line of fashionable tops/dresses)
• employees should wear clothes from the store as a method of advertising
• introducing a 'Pearl Lowe exclusive clothing line' within department stores, such as in Debenhams or John Lewis
• re-design the entire interior to match the website
• ensure there are enough mirrors within the interior

The idea that I personally really believe would benefit Peacocks stores throughout the UK is the idea of creating another Pearl Lowe line as her current 'exclusive' line only features in selected stores in England.  We thought that we could add a extended range of her designs with the already-in-store boutique 'Peacocks By Design.'  We want Peacocks to really show off their clothes, and what better way to do it by having the Pearl Lowe label on more of their clothes?  We want customers to experience a positive shopping experience.


In response to all the above ideas, each member of our group created a rough interior layout of how we felt the interior should look like:

Claire's design

Lynsey's design (my design)

Jordan's design

Yasmin's design

Andy's design

After completing the task, we explained our sketches to each other before picking out the best/most appropriate parts of each design.  When doing this we then created one unified store layout example.

Within the interior space we allocated the entire left hand side of the store to women as they make up approximately 50% (the majority) of the target market.  We also created fitting rooms based on the unique circular shape of a peacock's feather.

Sketch of the fitting rooms

perspective drawing with materials

By composing a rough layout we should be able to successfully focus on window displays, appropriate wall pieces and other visuals.

Our main aim is to target a younger audience of about 18-30.  We don't want to create another typical teenage clothing store, but a mature, fashionable store.