Today I traveled down to the big smoke with uni to gather primary research for our presentation tasks. To prepare I had found out were the Fred Perry stores were around London so when we arrived it was straight onto the tube and our next stop was Covent Garden where the main Fred Perry shop is. We took several images of the outside of the shop and its visual merchandising and once we were inside we interviewed two members of staff on the brand and the questions we are to answer in our presentations. Next we went to Canterbury Street where a traditional Laurel Wreath Collection shop was, this held more premium quality, Fred Perry 'classics' were sold, in here we interviewed another member of staff on the history and positioning and the brand to get a better understanding from a more professional source, also in the Canterbury Street area we took some street style shots of passers by wearing Fred Perry or who we thought emulated what the brand was about. After all of our research was done we couldn't help but look through the Christmas windows at Selfridges, my personal favourite being the huge gold YSL bag nestling in a heap of snow!
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