us polo assn cargo shorts look fashion floor for Norwich department store Jarrold after
Rivalling London’s trendy shops, the store’s premium fashion floor has been transformed in a bid to attract new customers and improve the experience for shoppers.
For development director Michelle Jarrold, the bright, modern and stylish redesign was essential to keeping the family business current.
“You have got to keep investing in department stores,” she said. “If you don’t you die. We have seen so many others that didn’t have the capacity and vision just close.
“Fortunately we are in a thriving city which has chosen to invest in new shopping in the centre.
“We have seen a lot of new competition in womenswear in the last 10 years from Chapelfield, and we want to reposition ourselves on people’s shopping lists.
“Our aim is to surprise customers and for it to be a different shopping experience.”
New brands include Hugo Boss for women and Polo Ralph Lauren, with boutique brands in the specialist fashion emporium.
The work took 10 weeks to complete, and while the luxury floor is aimed to attract new customers, Ms Jarrold said it was important to appeal to shoppers of all ages, from grandmothers to teenagers.
“We have tried to create a clean, sophisticated environment,” she said. “We did have a good line up of brands before but people just couldn’t find them.”
Jarrold opened in Norwich in 1823 and the store has departments including beauty, books, clothes and furniture.