The High Street
Superdrug
Superdrug is the second largest beauty and health company in Britain. Its logo appears feminine and friendly, as well as young. Looking at this shop logo, I would expect to see teenagers inside the store, as the shop exterior looks fresh and young. When we looked inside the store, however, we noticed that most customers were women in their late 20's. However, there were still a few elderly people present, as well as some men. Most people in the shop were there to specifically buy something and few left without buying a product.
Superdrug is advertised as affordable, which customers are made aware of by the posters seen around the store and in the shop's windows. These posters are simplistic and basic, offering great deals. Boots, it's competitor, it's the first largest beauty and health business in Britain, yet Superdrug manages to keep up with this larger business by offering a cheaper alternative.
The font used on Superdrug's main logo is very quirky and different to what you usually see. The font is rounded and playful, which helps to attract a female audience.
Debenhams
When we looked inside the shop, we found that most people were women in their 40's or 50's. There were also some elderly women and some in their 20's, though there were hardly any men. It also seemed to have attracted women from a higher class. There were a few people buying, though most seemed to be browsing.
The different brand of women's wear downstairs was an immediate change in atmosphere. Everything appeared more casual and it gave the impression of being more affordable (though the prices were still quite expensive).
Primark
The logo of Primark looks sophisticated and classy, yet it stops from becoming too much so with the introduction of the bright blue, which causes the logo to appear young, fresh and friendly. The blue and black of the logo also reflects that the shop is suitable for both genders.
When we looked inside, we discovered that most people shopping were young families and teenagers. Most people had the intention to buy rather than to browse; they had gone for a purpose.
Friar Street
Chocolate Gourmet
The typography of this shop is classic and sophisticated, which makes the shop appear expensive and of good quality products. The typography used suggests that luxury items would be seen inside, which they were. The shop wasn't very busy when we entered (as it is quite a small shop) but the audience included teenagers and more mature people. It is unlikely people would purchases items here regularly - they could have been shopping for gifts or for a treat. Some products were also child friendly, yet the displays of the shop appeared delicate and breakable, so perhaps these products would be purchased as a gift as well.
The Hat Shop
The target audience for this shop is more mature women, looking for something for a special occasion. Though the items seen in the window are classy and elegant, the typography for the shop unfortunately does not reflect this. The typography is simplistic and, while it appears attractive, it looks like the exterior is designed for a different shop - perhaps a quirky stationary shop - rather than for this elegant hat store. The sign in the window, however (seen above), appears much more to the style of the store. The font is quirky yet elegant, showing sophistication. Perhaps if the exterior of the shop appeared more to the style of this sign, it would look more effective and would mirror the style of the shop more appropriately.
Injitv
The target audience for this shop is adults of both genders, with more people having the intention to browse rather than to buy.
Upon seeing the logo for this shop, you wouldn't presume that the store was a furniture shop. The logo appears quirky and stylistic, perhaps suitable for a photo-printing store or a quirky clothes shop (something like "Fat Face") rather than a traditional furniture shop. Personally, I don't find the logo very attractive. I think that it appears quite messy, while the squares after the text seem random and don't add anything. The font following the shop's title also seems out of place; the two fonts don't seem to work together well. The composition for the whole store front just seems a bit off and random.
Reindeer Court
Adorned
The target audience for this store is young women, with the intention to browse, perhaps for a treat or a gift for someone else. The store is small and delicate inside, with hand-made price-tags that add a personal touch. However, inside they also ruined a lovely delicate label with Comic Sans!
The logo for the shop's exterior works well, as it attracts a female audience (the target audience) with the round letters and the red hearts coming from the "n". The over all effect is something very delicate and feminine, which works well, as it matches the products seen in the store.
Fatlip
The target audience for this store is middle-aged women, with the intention to browse or shop for gifts. The exterior of the shop appears completely unrelated to the products inside. The bright blue of the shop and dripping, blue font of the logo appears like the design of a surfer shop rather than a delicate jewellery store. Pastel colours would appear more effective for this shop; the bright blue makes the shop look tacky and doesn't suit the style of the products inside.
Dare
The target audience for this store was hard to identify (with mixed signals from the shop's design) though it was definitely aimed towards women. The shop itself, however, had too many mixed styles. The logo is modern and young, yet the shop front suggests a store for more mature women. When we looked instead, we discovered that the type of clothes were aimed toward teenage/young women and were more going-out styled clothes. The logo in the bag also doesn't fit any of the other styles seen in the shop. Overall, the shop presents many different styles that is confusing to the viewer.
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