GIVe

I visited the new GIVe store on Regent Street the other week, 3 days after it had opened. I was offered a tour around the shop by the manager at the time. She, and the rest of the staff were very friendly, helpful and were more than happy to spend an hour with me, answering my questions.

GIVe is a store and whole new shopping experience, created by George Davies (founder of Per Una at M&S, Next and George at Asda). Having put £20million of his own money on this new bespoke department, he claims that his concept has 'zero chance of failing'. Being aimed at ages 30 upwards the store offers an experience like no other. There are 11 stores all over England, a further 6 with tailoring studios, (including my closest department store Bluewater) and another more to be opened at the end of october in Glasgow. 4 indipendant stores also stock GIVe. Entering the shop you are binded by lights, colour co-ordination, even spaces of clothing arrangements; with only one of each size out.

The collections work in colours, in which there are 4 for each season; this seasons being black and red, grey blue and a little of pink, chocolate and mulberry, and the last blue and something? I canny remember.

The store is known for its personal feel as the customer is able to get information they need about a particular item by scanning the clothes bar code themselves; they will then be provided with; sizes, avialble stock, fabrics, care details, other items including jewellery that go with it, which enables the consumer to see what it looks like on with out having to try it on themselves. It also shows you 'special features' of the item, i.e the cuff or collor type (Just like ASOS do)

The store is also known for it's exclusive tailoring service. The clothing comes in regular sizes, like andy other hight street store would (8, 10, 14 - 18), and trousers coming in 3 different lengths (short, regular, long), but everything can be tapered to your specific shape. And even better, it will be done that same day!

Downstairs was my favorite. It was so peaceful down there, and didn't give that 'oh iv got to get undressed and try things on' feeling. It had 3 very spacious changing rooms, shoes, one collection of clothing and the tailors corner. Even though there was so much was going on down there, it was all so relaxed and homely. All staff are trained for fashion advisory and how to hem, for when the taylorist isnt in. The staff arent pushy and told to have a target sales figure, that way the staff dont apply cold sales to the customers.

'We would rather have customers than sales'.

Customer details are only held for store card holders, but even they aren't to be contacted. It makes such a difference to keep receiving post and emails, just because you purchased something and are now on their data base.

Alterations are done in grades. Depending on where you want your clothes to be altered, determines the grade and then the price. (If you have a client card grade 1 is free)

Is this the future of shopping? To create an experience, or are consumers still 'enjoying' and looking for 'fast fashion'. Is the store actually benefitting from this relaxed bespoke, personalised approach to buying? What is to come next?