Analysing the existing consumer of Matches

Investigating the reasons for opening a store in East London

Understanding the needs of the East London consumer

Investigating the consumer shopping behaviours in East London using primary and secondary research methodologies.

Opening a new location for Matches in East London featuring conscious brands suited for the consumers in the East.

Developing an engaging and interactive customer service in Matches East in line with the overarching theme of wellness.

Creating a sustainable and ethical cafe with local suppliers

They were the first multi-brand retailer in the UK to launch designers like Prada and Bottega into the market. The company currently maintains three stores in prime locations throughout the UK and in 2006 the company established its e-commerce site MatchesFashion.com (Business of Fashion, 2022).

In order to create a synonymous brand identity across several multimedia platforms, all were renamed to MatchesFashion.com in 2013 (Alexander, 2013). In 2017, the company gave up its majority stake to Apax Partners with the company being valued at $1 billion. Since Apax Partners have minimized debt for the company by 75% in 2021, helping MatchesFashion through the economic turmoil of the Coronavirus Pandemic (O'Connor, 2021).

The brand is a shining example of digital shopping, collaborating with style influencers to produce collections of apparel and accessories, themed stoppable edits, and online customized styling guidance available 24 hours a day, seven days a week (Business of Fashion, 2022).

Prada, Gucci, and Balenciaga to Saint Laurent and more are among the 650+ established and inventive designers available at MatchesFashion (Matches Fashion, 2022). 

The most recent and prevalent change in the MatchesFashion company was Paolo De Cesare being hired as Chief Executive Officer in 2020; this is due to Ajay Kavan left the position vacant after only a year of working at MatchesFashion (Mondelak and Williams, 2021)