Acne - Dover Street

Acne is a shop that from the moment you see it, it draws you in. It’s beautiful sleek black lines that run throughout the exterior and interior of the shop and the funky cool graphic decals on the windows makes you think..”hmm I think I want to explore this shop!”. As a fashion promotion student one of the things that I am always looking out for is presentation and merchandising, how does this shop fight for my attention and make me want to go in and shop there? To me it is the minimalistic layout that I love, there are white walls and simple but beautiful wooden floors, the rails were simplistic but effective and there were black wooden hangers throughout the shop creating a uniform effect. There was not much of a window display but I think it was because the shop itself was the display. The clothes were not all jumbled together, they were neatly grouped by complimentary colours and styles and it was easy to pick out outfits. As a central feature it had a muted yellow piano which had beautiful shoes and accessories draped over it, because it was not a bright colour I felt that it worked well with the whole feel of the store and did not make too much of a statement.

I felt more comfortable shopping here than in DSM, there was more of a relaxed atmosphere and I did not feel intimidated. I think that as a shop it wants you to browse and feel comfortable doing so. It is very visually stunning inside and out and from the outside looks quite scary and posh but when you actually go in you do not feel like that at all. Even though it is a expensive brand I think that it is different to DSM because they invite you in and it is more about the clothes rather than a lifestyle. (Giovanna)

• Aimed at a market of 21-35 year olds
• clothing items are individual/ edgy
• founded by 4 creatives
• Vision: Concieve and develop a lifestyle brand offering highly coveted products
• Ventures in advertising / Graphic design /internet games tv productions
• Pioneer in recognising undeveloped opportunities within denim industry - concept to create 100 unisex jeans
• new store opened Recently
• Important customers Jamie Winstone, Daisy Lowe, Henry Holland and Nick Grinshaw (Tiffany)

(Matilda)

(Sheneka)