Fat Face has a distinctive fun and friendly brand personality that makes it stand out in a crowded shopping mall.
The whole message of “Life is out there, make the most of it” is cohesively portrayed from the windows through to the store interior with an adventure holiday theme, but with the merchandise still being relevant to urban life.
Wooden plank walls, some with embedded video screens, photo posters of laughing families, witty signage and quirky graphics all add up to an enticing store with broad appeal.
Staff are friendly, helpful and appear to enjoy working there. Overall, it is an uplifting shopping experience.
The no-frills TK Maxx environment - with long rails of clothes grouped by product category and size - may not be particularly inspiring, but it is easy to shop.
Theming some products on smaller display units creates a confusing mish-mash of clothing and product on the floor as customers try to find their size.
The handbags and hats fixturing needs a rethink – it’s not easy to replace items after trying them on.
This may be bargain land, but these messy displays can be off-putting and where product areas are defined – such as formal coats – it’s irritating to find shirts instead.
The determined shopper won’t be deterred, but a rethink is recommended.