Chiquiboy

By Fatima & Kimberley.

Chiquiboy

The children.

Children wardrobe: 15% sportswear. 75% casual. 10% special occasion.

Shop wardrobe: 7% sportswear. 90% casual. 3% special occasion.

The mom.

This woman would buy things in Chiquiboy because

it’s better to buy clothes from a brand like this,

cheap and its not a disaster if the children destroys

a piece of clothing. But they also shop there

because of their budget limit. The store has a lot of

fun colors and prints that this young girl would love.

The grandma.

This woman is buying for her grandchildren our

someone that is related and have kids. She is

looking for clothes to this young boy/girl but her

values and her idea of how clothes should be is

actually more from her. but still compromising by

the esthetic and the lifestyle of the child. She likes

to buy things for children, like a lot of grandmas.

Distribution analyses: Location: Is it relevant that Chiquiboy is located outside the metro station on the big street?

Chiquiboy is located in a good neighborhood, lots of children around because of the schools. And there are for sure parents that needs to take the metro so they chose a good location.

So how can they improve…internet perhaps for the active mum, and why not in different languages on the website

€29,90

€7,90

€12,90

Window display: Colorful, the spring/summer display gives you a happy feeling and you know what they are offering, the light is more focused on the whole image then the fabrics.

Interior: Not well organized, quite messy, its open but looks small because of the choice of placement in the store-shaped, place for children, colorful, natural light, there not changing every season the shop because it’s quite natural without photos or anything.

Store communication: Magazine, logo and nice staff

€

€29,90

€15,90

€15,90

€7,90

€7,90

€7,90

Price

Trendy Kiddy's Class

Ikk’s Massimo

Chiquiboys

Brand Clothing Accessories Nightwear Fragrance Underwear

Massimo

Kiddy’s class

Ikk’s

Chiquiboy

Value Ikk’s Chiquiboy Kiddy’s class Massimo

Brand 10 9 8 8

Product 9 6 7 7

Price 8 6 8 8

Distribution 8 6 6 6

Promotion 5 0 0 5

Lines Basic Sport Casual Ceremony

Ikk’s

Massimo

Kiddy’s class

Chiquiboy

Idealogy

Chiquiboy wants to be a local store selling products to a family with a budget. So the costumers know what they can get at Chiquiboy What are their ideology? Lifestyle,classy,playful and Chiquiboy is just beeing children

Kiddy’s class, Ikks,and Massimo are higher then Chiquiboy in price, more trendy and they promote themselves. Chiquiboy doesn’t promote at all

Is the company coherent our not ?

What we missed was that the company was among to target as a local brand which means that they are good located.

But the company still just offer casual clothing. And the company has adapt to the society

Conclusion: • Maybe it’s better for this brand to be in a department store or on different places in Barcelona because there is only one shop in barcelona. It would be good for the family who wants tp shop everything at the same place. • But we also have to have in mind that Gran de gracia is a good place for the local people

• More occasion wear.

• They have to separate the clothing and the colors because it’s too busy in the shop now.