The document provides information on men's clothing retail experiences, including descriptions of common shopper behaviors and needs. It outlines requirements for a men's clothing store such as providing a comfortable environment, organized inventory, and adaptable customer care. A potential store layout is presented addressing the needs through designated areas for services, products, and relaxation. User personas are described for common shopper types to understand their experiences.

1. Men’s Clothing
Retail Experience
Troy Frost
Bob Bartels
Gary Domke

2. Behavior Modes
Mode Description
Well informed/ knows exactly what he wants when entering the store and
focused shopper wants to spend as little time as possible making purchase
Unwilling is there against his will, usually because his girlfriend, mom, or
participant another female has forced him into the store
Window is a slow, casual browser that may not even have any interest
shopper in buying anything
Accompanied is someone who sort of knows what they want but brought
shopper along a knowledgeable friend to help them pick it out
Uninformed enters the store knowing they need an item, but needs the
shopper help of a knowledgeable service rep for decision making

3. Needs Requirements
Requirement Description
Comfortable a place where men feel relaxed, comfortable, and do not
environment expect to be harassed by the staff
Organized the store is well organized, well stocked, and has a wide range
inventory of sizes available for all types of men
Adaptable employees who can adapt to the emotional needs of each patron -
customer care contact doesn’t feel scripted but is natural and relaxed
Extended other services, online and in-store, are offered beyond and
retail experience after a clothing purchase
Consistent the customers knows what they can expect of one store will
offerings be true across all outlets

4. Needs Clusters Matrix
Focused Unwilling Window Accompanied Uninformed
shopper participant shopper shopper shopper
Comfortable 2. 3.
environment
Adaptable
customer care
Organized 1. 4.
inventory
Extended
retail experience
Consistent
offerings
1. Streamline the buying process
2. Create a casual and genuine atmosphere
3. Structure and showcase offerings
4. Extended relevant service offerings

5. User Personas
Well informed/ Jim is a guy who knows what he wants when he goes shopping and he
focused shopper usually checks online for new products or deals before going. This time
he’s after jeans. His last pair have worn out and he needs to replace
them. He knows where he is going and he has kept up to date on the
latest deals and offerings. When he gets there, he heads straight to the
jeans section where he’s always found his style. He finds his size and
color, grabs them and doesn’t even bother to try them on. He heads
straight to the checkout not even taking notice of the environment or
interacting with the sales rep.

6. User Personas
Unwilling Cory’s girlfriend loves to shop and likes it when he comes with her.
participant Cory doesn’t share his girlfriends love of shopping but is forced to go
this time because she thinks he needs some new clothes. On this trip
Cory’s girlfriend is looking for a few casual items and nicer work clothes
for him. She looks around the store for a few things for him to try on
and Cory is left standing awkwardly amongst the racks of clothes and
in the way of other shoppers. While he waits for what seems like hours
he looks for a place to stand and wait. The whole situation makes Cory
uncomfortable.

7. User Personas
Window Joe is a wealthy guy who likes to shop in his free time. Joe doesn’t
shopper really need anything in particular, he just likes to see what is out there.
He will go around town on the weekends and usually spends several
hours at the store just getting a feel for the newest styles without nec-
essarily buying anything. On this outing Joe notices a pair of dress
shoes he likes and after a significant time spent perusing he decides to
try these on, likes them, and eventually ends up making a purchase.

8. User Personas
Accompanied Andrew is completely lost when he goes shopping. He knows he needs
shopper new clothes but he has no idea what stores to shop at, which clothes
are in style and what looks good on him. Luckily for him he has a sister
who is willing to go with him to help pick out some new clothes.
Andrew takes the time to try a few things on while his sister informs
him whether or not she likes it. After an hour at the store and a lot of
help from his sister, Andrew finds a couple of new shirts and a new pair
of jeans.

9. User Personas
Uninformed Nathan is completely lost when shopping and has no idea what cloth-
shopper ing suits him or how to navigate the store. Looking at all the rows and
racks of clothing, he is a little overwhelmed so he finds a sales rep to
help him out. The employee points him to the men’s section and gives
him the standard spiel about sale items and what’s currently popular.
After that, and a few minutes of looking around, Nathan gets frustrated
and leaves the store without buying anything.

10. Potential Store Layout

    
 




 


   
 
 

11. Requirement: Comfortable Environment sitting area
bar
casual atmosphere
warm decor

    
 




 


   
 
 

12. Requirement: Organized Inventory clothing grouped by type, not brand
clean, uncluttered racks
additional sizes stored in back

    
 




 


   
 
 

13. Requirement: Adaptable Customer Care clothing selection and fitting help
relaxation
grooming
thorough customer service

    
 




 


   
 
 

14. Requirement: Extended Retail Experience tailoring
barber
shoe shine
online experience
bar
restrooms

    
 




 


   
 
 

15. Requirement: Consistent Offerings stores always well-stocked
X amount of services available at every store
clothing brands and organization

    
 




 


   
 
 