Comp Shop Group Exercise: High Street Multiples Older Market

My group and I, we decided before starting the project we had to define exactly what 'older market' was. We came up with:
- 30-45 years old

- reasonable, medium to high disposable income

- West End as a main destination for shopping

We then went to a number of different stores that we believed fit the 'older market' definition.
- L.K Bennett - Reiss

- Coast - Jaeger

- Banana Republic - Hobbs

- COS - Whistles

- Karen Millen - Jigsaw

- Joseph - Monsoon

Of all the stores we went to Jigsaw had the strongest brand personality and presence.

What is the brand ‘saying’?

The brand's characteristics are English heritage, with inspired by international trends and antique fairs. Mixing country heritage with contemporary silhouettes.

What is the brand’s ‘personality’?

Brand 'personality' is 30-45 year old woman, who is into arts and crafts, gardening, horse back riding and thearter. She is a 'yummy' mummy, house wife, or career woman (basically any type of woman). She most likely lives in Kent, Essex, Norfolk or Notting Hill, and she buys her groceries at Waitrose, M&S, Whole Foods, and Bourough Market.
We also believe that Gwyneth Paltrow would make an ideal brand emassador for Jigsaw.

What ‘values’ does it stand for?

The brand values of Jigsaw mainly represent and promotes healthy, natural, and organic living. English heritage but with a modern edge. Careful attention to detail and quality. An eco friendly lifestyle and socially responsible company.

How does the brand add value?

Jigsaw supports the Soil Association. It raises awareness of the benefits of organic living. Jigsaw promotes it through 47 of their UK stores (via themed window displays), as well as their websites. When a customer signs up for membership with Jigsaw they are given a eco friendly shopping bag. Also in November of 2008, Jigsaw launched its organic bath and beauty products, 'Jigsaw Organics'.

What are the key things that make it distinct from competitors?

Jigsaw is distictive from its competitors because of its competitive pricing for its high quality products. Wide variety of product range, which include childrenswear and beauty products. They promote a very strong sense of lifestyle of healthy natural living. The store experience is very personal and friendly. And the website is easy to navigate with a Key Features navigation tool.