rhiannon gagin 1/30/12 3a visual merchandising. store #1
TRANSCRIPT
STOREFRONT• Doors: One main entrance that leads to the girls’ or guys’
side, 2 handicapped entrances on both the girls’ and guys’ side
• Windows: Along the both sides of the front of the store• Signage: Signs that show the current promotion, Hollister
Co. Logo on the sides of the entrance and on the billboard inside the entrance
• Marquee: Has a marquee that covers the entrance
STORE LAYOUT
• Type: Retail Store
• Divided into sections: first two rooms are the first girls’ and guys’ rooms, the middle section is the lounge and registers, and the last 2 rooms are the second girls’ and guys’ rooms.
STORE INTERIOR
• Color Scheme: Browns, navy blues, and natural colors• Lighting: Dim lighting with spotlights• Flooring: Tile, hardwood flooring, rugs• Hardware: Tables, closets, shelves, metal
fixtures and hangbars• Atmosphere: Natural feeling atmosphere, loud
music, beach/island feel, dim spotlighting
DISPLAYS
• Architectural: Wooden interior, doors made to look like shutters
• Open: Clothing is displayed for customers to handle
• Closed: Jewelry is displayed in a glass case
• Point of Purchase: Magazines, perfume and giftcards are placed at the register
• Decorations: Palm trees, lounge chairs, throw blankets, vintage suitcases, canoes, surfboards, tv on both sides of the lounge that displays a live feed of Huntington Beach.
TARGET MARKET
• Demographic: 14–24 year olds, middle class high school and college students• Psychographics: Hollister tries to have an image
of a fun, casual brand that good looking and all–American people wear.• Geographics: Targets middle class people in
cities and suburban areas• Behavioristics: Hollister’s brand popularity and
association with the Californian beach has convinced teens to buy clothes
Q/A
• What feeling is communicated in this store?• This store has a warm, inviting, and upbeat atmosphere.
It also has a very natural and beach–like feel to it.
• Is the visual merchandising appropriate for the target market?• Yes, I think with the dim lighting, loud and upbeat music,
and chill atmosphere, Hollister addresses the target market they’re trying to reach.
STORE FRONT• Doors: No doors, just a wide open entrance that invites
everyone to shop there.• Windows: No windows, just on the glass doors leading to
the outside• Signage: Classic Macy’s sign and logo• Marquee: No marquee
STORE LAYOUT:
• Type: Department Store
• Store Space: Very large store divided in different sections based on the type of clothing (juniors, suits, make–up, watches, childrens, shoes, etc)
STORE INTERIOR
• Color Scheme: White, reds, and colorful merchandise that catches the eye• Lighting: Bright/regular lighting• Flooring: White tile flooring, carpet in some
areas• Hardware: Different types of displays• Atmosphere: Warm, clean, and friendly
atmosphere
DISPLAYS
• Architectural: Glass and wooden displays, different types of tables and fixtures to display merchandise
• Open: Most items and clothing and footwear is put on open display for customers to handle
• Closed: Some items are put in closed displays for security (Jewelry, purses, watches)
• Point of Purchase: Bottles of water, Godiva chocolate, gift cards, or accessories are placed at the register
• Decorations: Chandeliers, light fixtures, plants, mannequins
TARGET MARKET:
• Demographics: Targeting working women ages 25–60• Psychographics: Macy’s tries to portray a
“magical” shopping experience that caters to the needs of a fun, charismatic business woman• Geographics: Targets middle and upper class
women living in cities or suburbs• Behavioristics: By having a variety of popular
brands at Macy’s (Coach, Michael Kors, American Rag, etc) it triggers the buying behavior of business women.
Q/A
• Is the visual merchandising appropriate for the target market?• Yes, the store is very organized and has a variety of
different types of displays to appeal to the wide range of customers that the store is targeting
• What feeling is communicated in each store?• Business, casual, variety, everyone can shop here.