The Crux: Jil Sander Shop Report.

Upon entering the Jil Sander store, situated at number 72 New Bond Street, Westminster, which is the heart of London,s most finest designer stores, it is clear that the Brands identity has most certainly been taken into consideration when it comes to the look of their stores.

With dresses ranging from £400.00-£1250.00, coats from, £900.00- £2250.00 and walking out with a piece of knitwear on average would cost you £500.00, it is evident that this is not a place to come if you don't want to spend some serious money.

Although, you are given the impression whilst walking around that the clothes in this store would be an investment, and that the typical Jil sander buyer is unlikely to be frivolous with their cash, and have the practicality they impose with a modern edge in their minds.

Raf Simons is certainly keeping true to the previous works of Jil sander herself !

The clothes in the store consist of exceptional tailoring and clean lines, with a muted but sophisticated scene of of Grey, Navy, Black, Tan and Creme's, with Cashmere in full use.

Some of the garments have flashes of Orange, yellow and Fuschia in the linings which seems to add a tad more excitement and fun to the space but still exudes that serene feeling.

The clothes are beautiful and unique, but wearable.

The overall design of the store consists of subtle lighting, in neat rows aligning the ceiling, and long black shelves covering the white walls, with shoes and bags neatly positioned on top.

the store is minimal to the extreme, only putting out one of everything, and spacing the accessories fairly far apart from one another, as though you were in an art gallery and each piece was there to be observed in its own space, without being compromised by the others around it.

This is a clever use of visual merchandising to typify the brand.

As for the garments, they are hung on clean plain wooden hangers, on individual silver rails, positioned perfectly around the store, with one Look Book places upon a glass table.

As soon as you walk in the store you know where you are.

Whilst i was in Jil Sander there were o other customers, and only one sales assistant, in a black suit who greeted me as i entered. The lack of people in the store didn't surprise me though, as the Jil Sander customer seems to be an acquired one, who understands the importance of luxury, but wouldn't pop in during peak trading times, and flaunt their license to spend.

It's a person with experience who knows what they like, with no confusion about who they are. Effortlessly chic, and occasionally want that exciting statement piece, but always return to the tailored staples.

The outside of the store, (which was the only place i was allowed to take photos from) was as minimal as the interior with two mannequins placed in the right window, in two fairly demure outfits, and in the left was a large photograph of one of the key pieces from the new collection, and a plinth, with a pair of shoes places neatly on top.

The door was outlined in black, with Jil Sander placed above, in white, the same as the background, so it just appeared slightly embossed.

Although Jil Sander takes things to the extreme of minimal, i feel as though they do it in such a way which creates drama, but just the right amount for you to take notice.

This is what seems to make them exceptional in the market place, as i know no other who does it with the same level of braveness, intelligence, whit and beauty as they do.

I shall be returning to the store when next seasons stock comes in!