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In contrast to the muted colour palette featured heavily throughout their vintage lines which predominately relies on toners and darker tones of burgundy and mauves, their standard lines feature colour pop brights in terms of their graphic patterns. They do however, implement toners to allow their garments to be easily wearable by their customers. Now established, their prices have become considerably higher coinciding market penetration and expansion plans. Their prices generally range from £15-£58, in which controversially, their vintage line is priced considerably lower than their standard line which starts from around £25 for a lightweight jersey tee. They are however comparatively average, applying a square deal price quality strategy. Price is generally dependant on fabrication, manufacturing and exertion, however they use various compounds of mineral and synthetic fabrics like cotton and viscose, whereas the use of more luxurious fabrics are more apparent within their vintage lines. In terms of fit, vintage products are micellaneous and unpredictable, a very risky element to the overall brand coinciding the fact that, because they are hand picked and rennovated, they are non returnable.

Visual Merchandising

 The Visual Merchandising techniques and window displays featured in Motel are very select and inspiring in consideration of their market dominance status and as an aspiring market challenger. In such a niche vintage market sector however, they are strongly competing against leaders of that market, for instance, Urban Renewal, featured within Urban Outfitters and most conspicuous in online vintage boutiques. The segmentation strategy Motel use refers to that of a concentrated approach in their offers of a direct mix to those relevant to the target market. However, it is noticeable that the customer base who purchase their vintage line are reputably different to those purchasing their standard garments – according to the store manager, Hannah,  the majority of their sales in the Bristol store come from the vintage line with customers who aspire to the standard range purchasing from concessions within other stores. This could however be due to the location of Motel in comparison to the shopping centre, Cabot Circus, in which most people use as a shopping destination. Though the store is relatively small and boutique like they adopt a mixed floor plan, directing customers to the back of the store and encouraging them to try garments, thus reducing the post purchase evaluation. In terms of visually presenting garments, they are hung on wooden hangers at varied height from showcases and hanging rails along the walls, as well as on circular rails in the middle of the floor plan. Coinciding this, garments are folded on wooden merchandise units and counters alongside wardrobing techniques which feature garment displays thrown across the units with relative vintage accessories to preview outfits without influencing customers too much as they are perceived to know their own mind and style.

Their windows represent their vintage products and authenticity, using mannequins to give their customer a visual representation and materialistic idea of how garments will look. Coinciding this, an old, victorian styled wardrobe is used, featuring numerous fad style garments, again displaying their individuality and vintage exemplification. In combination with the lack of photography and barriers implemented into the store window, thus allowing passers-by to view all aspects of the store from an external picture, this will potentially help in attracting new customers, as well as existing ones into the store. In reference to the in store environment, it is similar to that of Urban Outfitters, in contributing a very industrial feel by featuring both internal and external brickwork with wooden, unfinished floors. There is strong photography in terms of promotion of the brand, with pictures of celebrity influences, flyers presented from music gigs and festivals, vintage and art fair leaflets etc., of which are featured behind the till areas and throughout the changing rooms.

Service

When walking into store you are instantly greeted by the member of staff stood at the till, dressed to suit the Motel customer profile and vintage persona. They are completely styled from hair and make up to accessories in order to suit the store environment. However, this is also used as a marketing and promotion technique, by giving customers a basis upon how they should dress, thus attracting them further to purchase their products. Due to the small nature of the business, there are generally only two staff members per day working within the store, one of which are in management and are, in an opinion, some of the most easily approachable and informative people working in any high street store at current. When served, there is a great aspect of general communication between the customer and staff member, who seem to realise exactly when to hold an intriguing conversation and when to consist in serving as quickly as possible.

Store Appeal

The store is situated in a key location for the student population, on Park Street alongside numerous exclusive and high end stores, a predecessor for the relatively new designer complex of Quakers Friars within Cabot Circus. The stores location does however rely on customers to travel, thus consuming a loyal customer base. Upon visiting the Motel store, loud, alternative music was played, accompanying the whole store atmosphere and representation itself. The store is very compact with garments situated everywhere throughout combined with accessories and vintage accessories. Garments are not specifically presented immaculately, however the way they are thrown together and compacted onto small rails suits the overall vintage feel of the store, contributing towards the boutique charity shop chic appeal. Garments are enhanced by spotlights, drawing consumer attention to saleable items as well as creating a constructive ambience throughout.

Verdict

Motel’s product offering, coinciding the price of their products are generally unbeaten by competitors amongst the vintage sector, undercut profoundly by charity shops, as would be expected. Prices are however, potentially indifferent to those offered by Urban Renewal, who too offer vintage dresses at an entry price of £25, compared to Motels £15 Sonya and Jean dresses. Quality on renovated and vintage garments are commonly unconcerned through various brands and therefore it is dependent on the brand to offer it at suitable prices in relation to their price architecture. As Motel offer their eclectic mix of vintage clothing at a reasonable price it would potentially be a cheaper option for their target consumer, especially when taking into consideration that the majority of their consumer regard the student population. However, as a new and small business they are currently still undertaking expansion plans, most recently into the USA and this could potentially increase price in the future.