A	  Crash	  Course	  on	  Crea,vity	    Assignment:	  ´Are	  You	  Paying	  A7en,on?´	  	                 Professor:	  Tin...
A	  Crash	  Course	  on	  Crea,vity	  2012	  INDEX:	  •  Before	  We	  Start	  •  Brands	      –  Zara	      –  Marks	  &	...
A	  Crash	  Course	  on	  Crea,vity	  2012	  Before	  We	  Start:	  •  The	  assignment	  was	  to	  go	  to	  6	  differen...
A	  Crash	  Course	  on	  Crea,vity	  2012	                                                                               ...
A	  Crash	  Course	  on	  Crea,vity	  2012	                                                  MARKS	  &	  SPENCER	         ...
A	  Crash	  Course	  on	  Crea,vity	  2012	                                                                          NINE	...
A	  Crash	  Course	  on	  Crea,vity	  2012	                                                                   STEVE	  MADD...
A	  Crash	  Course	  on	  Crea,vity	  2012	                                                                        TEKIN	 ...
A	  Crash	  Course	  on	  Crea,vity	  2012	                                                              TOBACCO	  SHOP	  ...
A	  Crash	  Course	  on	  Crea,vity	  2012	  	  	  	  	  	  	  	  	  	  	                                             Than...
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'Are You Paying Attention?' (Stanford University Venture Lab)

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First individual assignment for 'A Crash Course on Creativity' as a part of Stanford University Venture Lab online courses.
- Beril Maraloğlu

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'Are You Paying Attention?' (Stanford University Venture Lab)

  1. 1. A  Crash  Course  on  Crea,vity   Assignment:  ´Are  You  Paying  A7en,on?´     Professor:  Tina  Seelig     Beril  Maraloğlu     Beril  Maraloğlu  
  2. 2. A  Crash  Course  on  Crea,vity  2012  INDEX:  •  Before  We  Start  •  Brands   –  Zara   –  Marks  &  Spencer   –  Nine  West   –  Steve  Madden   –  Tekin  Acar   –  Tobacco  Shop  •  Thank  you!   Beril  Maraloğlu  
  3. 3. A  Crash  Course  on  Crea,vity  2012  Before  We  Start:  •  The  assignment  was  to  go  to  6  different  stores  to  make  observa,ons  with   the  help  of  the  guide  and  take  photographs  to  capture  these  observa,ons.    •  Unfortunately,  due  to  stores’  policy,  it  was  strictly  forbidden  to  take   photographs.  Even  the  manager  of  the  store  is  not  allowed  -­‐  that  is  why   there  will  only  be  logos  and  photos  could  be  found  online  (with  credits  at   the  bo7om  of  each  page)  with  insights  and  hidden  opportuni,es.   Beril  Maraloğlu  
  4. 4. A  Crash  Course  on  Crea,vity  2012   ZARA   •  Insight:  Affordable  and  fashionable   clothes.   •  Hidden  Opportunity:  The  bags  are   at  the  top  shelf  and  the  shoes  are  at   the  bo7om  shelf.  Accessories  and   perfumes  are  located  towards  them,   however  this  are  is  also  at  the  other   side  of  the  cash  register.  Poten,al   buyers  cannot  spend  much  ,me  there   in  order  not  to  make  that  place   crowded.  They  can  be  located   somewhere  else  to  increase  the   poten,al  of  buying.  Also,  the  same   groups’  Bershka  and  Oysho  could   located  near  Zara.  (maybe  an  internal   gateway  would  encouraged  people)  Photo  credit:  h7p://wowturkey.com/t.php?p=/tr520/Ogulhan_Forum_MERSIN_ZARA.jpg   Beril  Maraloğlu  
  5. 5. A  Crash  Course  on  Crea,vity  2012   MARKS  &  SPENCER   •  Insight:  Comfortable  and  trendy   clothes.   •  Hidden  Opportunity:  Un,l  a  month   ago,  there  was  a  couch  in  front  of  the   changing  cabins.  As  the  age  range  is   higher  than  most  of  the  clothing   brands,  it  was  comfortable  for  elder   people  and  also  for  people  who   cannot  spend  long  hours  standing  had   a  comfortable  shopping  experience  by   res,ng  on  that  couch.  The  couch  no   longer  exists  due  to  women’s   complains  as  other  women’s  male   companies  stand  in  front  of  the  cabins   making  them  uncomfortable.  The   solu,on  could  be  simply  displacing  it.  Photo  credit:  h7p://www.global-­‐blue.com/incoming/ar,cle3554.ece/ALTERNATES/w620/Header_Marks_and_Spencer_Istanbul   Beril  Maraloğlu      
  6. 6. A  Crash  Course  on  Crea,vity  2012   NINE  WEST   •  Insight:  Fashionable  shoes  and  bags.   (Part  of  a  manufacture  group  called   Park  Bravo  which  makes  it  easier  to   match  with  clothes  both  in  terms  of   style  and  exact  color.)   •  Hidden  Opportunity:  There  are  two   entrance  doors,  one  is  like  the  photo   on  the  lei  and  the  other  one  is   internal  –  from  Park  Bravo.  If  there   were  only  one  door  (internal),  that   would  increase  the  possibility  of   people  purchasing  from  Park  Bravo  as   well  which  would  be  a  win-­‐win!  There   is  an  example  Istanbul,  to  reach  La   Senza  you  have  to  get  into  Park  Bravo.  Photo  credit:  h7ps://cdn.ninewest.com.tr/uploads/magazalar/mersin_forum.jpg   Beril  Maraloğlu  
  7. 7. A  Crash  Course  on  Crea,vity  2012   STEVE  MADDEN   •  Insight:  Fashionable  and  luxury  shoes   &  bags.   •  Hidden  Opportunity:  The  store  is   mainly  for  shoes  and  bags,  but  there   are  also  shoes  accessories  such  as   shoe  polish/brush/wax  etc.  These   products  make  shoes  last  longer,   (some  make  them  waterproof!)   However,  these  products  are  not  on   the  display!  The  staff  should   recommend  or  one  should  already   have  knowledge  about  it.  These   products  should  be  displayed  so  that   not  only  the  customers  but  everyone   could  buy  those  products!  Photo  credit:  h7p://mavianne.blogcu.com/palmiyeler-­‐diyari-­‐mersin/3362134     Beril  Maraloğlu  
  8. 8. A  Crash  Course  on  Crea,vity  2012   TEKIN  ACAR   •  Insight:  Lots  of  cosme,c  brands  in   one  place.   •  Hidden  Opportunity:  The  store  is   mainly  for  shoes  and  bags,  but  there   are  also  shoes  accessories  such  as   shoe  polish/brush/wax  etc.  These   products  make  shoes  last  longer,   (some  make  them  waterproof!)   However,  these  products  are  not  on   the  display!  The  staff  should   recommend  or  one  should  already   have  knowledge  about  it.  These   products  should  be  displayed  so  that   not  only  the  customers  but  everyone   could  buy  those  products!  Photo  credit:  h7p://grpsta,c.com/DealImages/tekinacar/mekan6596.jpg   Beril  Maraloğlu  
  9. 9. A  Crash  Course  on  Crea,vity  2012   TOBACCO  SHOP   •  Insight:  Tobacco  and  beverage  shop   suitable  for  the  audience.   •  Hidden  Opportunity:  The  store  has   an  importance  strategically.  There  are   no  markets  nearby  so  even  for  the   cigare7es,  this  place  is  the  greatest   and  only  op,on.  The  cash  register  is   on  the  right  side  in  front  of  the   cigare7es  and  next  to  tobaccos.   However  zippos  are  on  the  far  lei   which  seems  like  an  not  easy-­‐ reachable  op,on  for  smokers,  they   could  be  placed  near  the  tobacco   sec,on,  cigar  sec,on  or  somewhere   near  cigare7es  for  smokers.  Photo  credit:  h7ps://foursquare.com/v/marina-­‐tobacco-­‐shop/50660349e4b0675fa4b0fc71   Beril  Maraloğlu  
  10. 10. A  Crash  Course  on  Crea,vity  2012                       Thank  You!        J   Beril  Maraloğlu  

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