Fred Perry, Nottingham
- Naomi Pendzialek
- Dec 27, 2019
- 3 min read
As we got given the big summative brief over the Christmas holidays I have been exploring my brand which is Fred Perry, and visited the local Fred Perry store in Nottingham. When I approached the shop the first thing that stood out to me is the signature Fred Perry logo with the laurel wealth and the navy colour which is used for many of the Fred Perry shops.
The next thing I saw was the window display which was this lit up shelve that had the signature Fred Perry polo shirts on display.
This showed me how Fred Perry relies a lot to their classics and do not have to add loads of extra props into the window display as their polo shirts have such a big history and high recognition value to the brand. Speaking of their iconic polo shirts, the store had a whole wall of polo shirts in various colours with images behind it that show the inventor of the brand himself who was a British tennis player and some of his biggest successes from his tennis career.
The polo shirts were shown in a variety of colours which were mostly muted which I put into adobe colour to have a colour scheme of all the polo shirts that are being offered at the store. The next thing I looked further into were the Fred Perry collaborations the store offered as the brand does many collaborations that can be found online but also offers some through their stores as well. The first one I saw was the collaboration between Fred Perry and the Amy Winehouse Foundation. This foundation was founded 7 years ago by Amy's family and is a recovery home for young women that have suffered from addiction. Fred Perry has been supporting this foundation for a while now and has a whole collection dedicated to them which I got to see at the Nottingham store.
The next collaboration that was in the store was the Made in Japan polo shirts. These shirts are made exclusively in a factory in Japan that has been around since the end of the second world war and is specialised in sports gear. As their technique is very unique, Fred Perry has collaborated with the factory to produce these high quality garments.
The next section of the store had some of the classic polos such as the black one which has its history with subcultural music and art in England in contrast with the white polo shirt which has its history with tennis and a more preppy style.
Another thing that I thought was a good example of promoting the brand in the form of a digital outcome is their playlist they offer through Spotify.
Each of these different stickers led to a different playlist of artists that the brand promotes through gigs that it hosts through their subculture live events all over the globe.
In terms of interior of the store, it had a lot of wood and industrial pipes where the clothes were hanged on evenly.
The walls were partially brick which overall gave it quite an industrial "Wanderlust", hipster type of vibe.
Behind the cashier was the laurel wealth symbol which is the signature symbol of the brand which related to the Wimbledon symbol relating to the brand's tennis history. This symbol reoccurs in all sorts of things relating to the brand.
Overall I was really happy to be able to have a store in Nottingham to get the primary research for my summative project and be able to get a real life in store experience. All the workers have treated me extremely welcoming and were very open to me taking images which made the experience even more nice.
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