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Founded in 1993, today the brand has a strong global and multi-channel presence with more than 200 stores worldwide. The brand’s most important markets are the U.K. and Asia.

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Cath Kidston is a British lifestyle brand known for its colourful and witty vintage and floral prints and its offer of home wear, accessories, fashion and kids’ wear.

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•In October 2018, the brand launched its first cooperation with a celebrity: the
FearneCotton collection

•Autumn sale

•Christmas decoration promotion

•Images on webpage are transmitting an autumn theme and promote outerwear

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Cath Kidston | Women & Kids Fashion, Bags, Home and Gifts | CathKidston

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Shop at the Official Cath Kidston online store. Find our latest collections for women, home, kids and babies, including bags, clothes, gifts and more.

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•British, warm, cheerful

•Relaxed, family atmosphere
(stores in quiet locations)
(away from mainstream and hectic shopping)

• Nostalgic feeling

• The perfect European family image

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50%of the people who buy the brand buy it as a gift

“There was a bunch of diversity in the four categories of fashion, kids, accessories and homeware, and I could see as I walked round the shops there was also a real diversity in age.”
by KennyWilson, CEO

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•Female

•Mainly British and Asian

•16-46 years old

•Student, housewife, house or flat owner, family member

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We as a team feel that the brand Cath Kidston perfectly aligned its brand´s image and the brand´s character with the in-store experience. Promotional in-store activities were aligned with online promotions, the colour themes were aligned as well and the shopping experience was relaxed and friendly, just as the brand intents to. The branding of the store matched the branding transmitted online. Moreover, it seems that the brand is aware of the importance of their staff for the shopping experience and moreover seems to master their HR recruitment strategies very well. The staff reflected the brand´s personality and values perfectly: they were helpful, friendly, personal and open without being pushy.
Nevertheless, we have one suggestion: In our opinion, the specific store in Nottingham could work on its window-design by having a more well-defined window area, a bigger and more striking poster and a clearer theme in the shop window (e.g. Christmas).

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Japanese customer is an important target group as the brand appeals to the trend of cuteness in the market and the customer´s demand for pretty, feminine and colourful prints.

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A typical Cath Kidston home?!

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Working on a stronger omni-channel proposition and

A higher focus on web sales

Digital growth over the next few years outside of the U.K.

Expansion into South Korea and Thailand

Restructure supply chain: Due to Brexit plans the company is looking for new lower-cost manufacturing opportunities in countries such as Vietnam and Cambodia as importing product from these countries into Japan comes with lower taxes and duties.

Open 30 stores in Japan until 2020 in key cities and locations such as Tokyo, Chiba and Shizuoka

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Cath Kidston former CEO Kenny Wilson stated in an interview: “Cath Kidston was looking for someone who knew how to run brands and knew about geographical expansion. I went and looked at the business and saw a ton of potential.  (…)The other thing I really noticed walking around was there were a lot of non-British people in the London shops.”

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Friendly, Personal, Approachable.

Focusing on the emotional dimension of the shopping experience includes initiatives such as playing 90s music on Throwback Thursdays in order to create a relaxed shopping environment.

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“As the home of more than vintage, we still have the same mission as when we began:
to make cheerful, practical products that bring a smile to your face and brighten your day.”

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This section is obviously for kids, however, the vivid and thoughtful wall papers created the wonderland for kids.

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Women’s and children’s wear, accessories (laptop cases, IPhone cases, handbags) and
home wear (mugs, cups, plates, tea towels, aprons…)

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The staff is very friendly and welcoming which transmits a very warm atmosphere. All three employees were interested in the project and had a very personal chat with us. One employee told us that she loves to work for Cath Kidston and that the work atmosphere is friendly, relaxed, personal and family-like. Moreover, she said that her colleagues are like sisters to her and that she identifies with the brand and the products.

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In-store advertising and promotional activities are aligned with online activities. Both are promoting Christmas https://www.cathkidston.com/pws/Home.ice

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Cristmas sections is easily to find when you get into the stores. Thoughtful colour combination and with nostalgic pictures hang on the back walls which created the atmosphere of celebrating holiday with family.

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Floral prints, colourful

Pinkish, light pastel colours, red/dark blue combinations, vintage prints, Disney motives.

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It looks like the nostalgic tea shop, and the retro colours combination is really pop-up on the busy street.

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In this section, customers can find special gift options by finding the initial of their name printed on cups

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Store Design and In-Store Promotional Activities

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Store Design and In-Store Promotional Activities

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The cash desk area is aligned with Cath Kidston´s online advertising campaign, having the same image behind the cash desk as the webpage had by the time we visited the store.

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Homely atmosphere with picture frames on the wall. Moreover, the store us very clean and tidy.

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Store design reminds the customer of being at someone´s home, with racks presenting the products that that could actually also be found in one´s living room.

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Promotional activities for students.

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Promotional activities: Join Cath Kidston´s club and profit from personalized offers and discounts.

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Playful and cheerful products in a playful and cheerful atmosphere. The store design is colourful with a vintage vibe.

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Homely atmosphere with chairs that invite tired husbands to relax ...

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Store Atmosphere: friendly, playful, kids-friendly. The store design reminds of someone´s home, with an area where children can play while the mother is shopping.

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•BrenchleyT., 2016. Celebrating Great British Brands – Cath Kidston[online]. Hatched. Available at:https://hatchedlondon.com/cath-kidston-a-great-british-brand/[Accessed: 29.10.2018]

•Dominika Rekas, D., 2016. Brand Study: Cath Kidston [online]. Quirky is the new black. Available at: http://www.quirkydom.co.uk/2016/10/brand-study-cath-kidston.html[Accessed:29.10.2018

•Sutherland, E., 2017. The Drapers Interview: why business is blooming for Cath Kidston [online]. Drapers. Available at: https://www.drapersonline.com/people/the-drapers-interview/the-drapers-interview-why-business-is-blooming-for-cath-kidston/7018209.article?search=https%3a%2f%2fwww.drapersonline.com%2fsearcharticles%3fqsearch%3d1%26keywords%3dcath+kidston+interview[Accessed: 29.10.2018]

•Valentine, M., 2018.#RDE2018: The future of retail is human say Cath Kidston and Green Room [online]. Retail Design World.  Available at: https://retaildesignworld.com/news/the-future-of-retail-is-human-say-cath-kidston-and-green-room/ [Accessed: 29.10.2018]