Making observations
- 2. Target Victoria Secret Bath & Body Works Zara H&M MAC STORES OBSERVED
- 3. TARGETBefore you enter... Upon approach of the store you notice bright florescent lights and a large sign in the shape of the Target logo. The doors are kept closed but automatically slide open when a person walks up. What I noticed about the entrance is that they do not actually have the word Target anywhere which makes me think that they are so well branded that they do not need it.
- 5. ENVIRONMENT & PERSONNEL The main theme colors for Target are red and white which is prevelant throughtout the store and the employees uniforms. This makes the store feel familiar like other Targets I have been in. The high ceiling and bright florescent lights make the store feel large and airy and make me feel enegized. There are not many employees in comparison to the number of shoppers and I was not approached the entire time I was in the store. The sales people are boys and girls in their early 20's.
- 6. PRODUCTS & CUSTOMERS The first department upon entering the store is the women's clothing. There is a table display with featured summer products such as swimsuits and sunglasses. The entire store is organized by department such as kitchenware and makeup. Most customers shopping are on a mission for something in particular and 90% of people who walked in purchsed something. The demographic of shoppers is largely people who are alone and are of the ages 20-35. I think this is probably because the location is downtown LA which consists mostly of young professionals.
- 7. VICTORIA'S SECRET Before you enter... The store draws people in through its large window displays of Victoria's Secret models wearing featured products. The doors are open and the store name is written in large girly font. It is clear the store is targeted towards women.
- 9. Color scheme is black and pink with black marble floors. Clubby pop music playing and smells like perfume Registers located at far back wall All employees wear black & are female around 20-30 yrs old 3 min for salesperson to initiate contact and no script ENVIRONMENT & PERSONNEL
- 11. The store has its doors open and a pleasant smell lingers just outside. It is very welcoming and leaves the impression of fresh cleanliness. BATH & BODY WORKSBefore you enter...
- 13. ENVIRONMENT & PERSONNEL Blue & white color scheme with light wood floors Brightly lit and smells fruity Cash register on back wall I wanted to stay in this store for a while smelling candles Salesperson standing next to door greeting people as they walk in All personnel wearing uniforms which fit with theme & are women ages 18-35 1 salesperson for every 5 shoppers
- 14. Bath & Body Works heavily encourages customers to test their products. At eye level there are testers of all their different products. Every product has a price sticker on it and while they do not have a specific sale section, they do run a sale on specific products every week. The customers here are all women 18-50 y/o and most seem to be browsing. CUSTOMERS &PRODUCTS
- 15. ZARA Zara draw customers in with its large red and white sale signs that are left up year round. The doors are left open and you can see the main mannequin display if you are just walking by. The sign is in bold white chic lettering which indicates to me that their clothes will be on trend. Before you enter...
- 17. ENVIRO NMENT & PERSON NEL The interior of the store is black,white and silver with off white stone floors and white and silver ceilings. It feels fancy inside even though it is not a super expensive store. After 3 minutes a salesperson asked if I was finding everything okay. They did not have a uniform but were all dressed very stylish.
- 18. PRODUCTS & CUSTOMERS Men and women products are in two seperate stores that are not connected from the inside Fall products already on display right when you walk in No impulse buy products by the register(very uncommon) Most customers are in groups with their friends. Age 18-25 Customers all appear to be browsing and only about 50% purchase something
- 19. This store draws in customers with its large sale signs and two double doors that are propped open. You can easily see inside to tables and racks marked with very low prices implying that it is a very affordable store. H&MBefore you enter...
- 21. ENVIRONMENT & PERSONNEL Color scheme is mostly white with some red signage Store is very bright with pop music playing and you can hear rustling hangers Very crowded with merchandise. Overwhelming. No employee initiated contact with me Salespeople had no uniform but are wearing clothes from the store Only about 1 employee for 20 customers. Probably because it is a big store
- 23. MAC The store does not feel welcoming and almost seems as if you are not supposed to go in. They have one of their double doors open but you cannot see into the store very well. I think they do this on purpose to make the store feel exclusive and therefore more sought-after. Before you enter...
- 25. Color scheme is all black with grey floors Not too bright, intimate vibe, smells of perfume Medium volume club music playing. Fits vibe Saleperson contact in 1 min Uniform is all black but each employee has own style. All women ages 20-30 1 salesperson for every 3 customers. (small store) ENVIRONMENT & PERSONNEL
- 26. PRODUCTS & CUSTOMERS The first products I notice are lipsticks which makes sense because I know they are currently running a campaign on their wide range of lipsticks. They encourage you to test products and have makeup chairs where the artists can apply product for you. Prices are not easy to find. The customers are all women and all seem to know what they came in for. Each customer is there for 5-10 minutes and 75% buy something.
- 27. While none of the stores had their own security, I saw three different secruity gaurds walking around the shopping center and standing outside of stores Most people in the area are young and not many families. This makes sense because it is downtown LA Almost all retail employees are 18-35 Zara and H&M both attract customers with large signs that say "SALE" Larger stores have less employees per customer THINGS I HAD NOT NOTICED BEFORE