COMP SHOP FINDINGS

I conducted a Comp Shop to compare a number of aspects depending on what store I went to which included:

• Petite size and length compared to Standard size and length.
• Fabrics and Fibre composition
• Shapes and Details

The stores I visited included H&M's brick and mortar competition which are New Look, Topshop and Next. I also went to Miss Selfridge just for the sake of it.

I went to Next to compare their petite range, unfortunately their range was very small.
Lastly I visited H&M to see what shapes, styles and details they currently stock which can inspire the range I will create. 

TOPSHOP

Since Topshop have such a wide selection of dresses it was easy for me to find a dress in the Petite section and the same dress in standard size.

MISS SELFRIDGE & NEW LOOK

NEXT

I went to compare the petite garments in Next as they have similar clothes to H&M in terms of style and quality. Unfortunately their Petite section was very small, I decided to include pictures of their standard garments for detail inspiration.

H&M

I went to H&M to see what styles they currently have in store, their prints, what fibres their clothes are made of  (I took pics of the care labels but have not included them here) and to get inspiration for my project.

Overall, I found that Topshop had the best quality garments and were the most fashion forward, Miss Selfridge was not too far behind in the fashion department but they have more printed garments.

New Look have fashionable wearable items but the quality is not up to the standard of Topshop and H&M. Next have the least fashionable petite items, they could do with vamping up their fashionability a little.

H&M is like a cross between all four- similar price to New Look, fashion forward but not as (young and) trendy as Topshop and Miss Selfridge, the quality of Next but definitely more wearable fashionable items owing to the younger target market.