Laurie Moore visited Banana Republic and J. Crew stores and observed many similarities between the stores including high ceilings, bright lighting, background music, neutral color schemes, the scent of soft wool, cash registers in the middle of the store, and impulse items available. However, there were also some differences such as the age range of customers (30-50 for Banana Republic and 20-40 for J. Crew), the price ranges of clothing ($30-300 for Banana Republic and $50-500 for J. Crew), and how customers were greeted by salespeople. Moore also noted opportunities for both stores to make soft items more accessible and for employees to model the clothing.

1. Soft Sweaters
and
Shiny Floors
Shopping Observations by Laurie Moore

2. Visited:

3. Similarities:
high ceilings
bright lighting
background music
neutral color scheme
soft wool scent
mid-store cash register
impulse items available
central display
sale products hidden

4. Similarities:
mixed male & female
salespeople
salespeople age range
25-45
clothing arranged by
theme
open doors
small, serif store name
shiny wood floors
soft clothing in easy-to-
access locations

5. Differences:
Banana Republic J. Crew
• customer age range 30-50 • customer age range 20-40
• clothing racks cluttered • clothing racks sparse
• price range $30-$300 • price range $50-$500
• customers come with a mission • customers come to browse
• not greeted by salesperson • greeted by salesperson
• metal and fabric ropes form line to immediately
cash register • display cases form line to
cash register

6. Opportunities/Observations:
Both stores had a few soft items easily
accessible, but there was room for many
more on tables and other areas that could
be easily reached and touched.
Neither stores had employees wearing
attractive versions of their clothing. If the
employees acted as models, it would be
clear to customers that achieving the store’s
look is possible.

7. Opportunities/Observations:
J. Crew’s exterior was far superior to Banana
Republic’s exterior. While J. Crew featured the
clothing, Banana Republic focused more on
photos of models wearing the clothing.
Banana Republic’s price tags were easier to
find, and their prices were lower, which seemed
to imply value. J. Crew’s hidden price tags
seemed to imply that the price didn’t matter as
much as the clothing’s quality.
J. Crew’s sparse layout and space for movement
was preferable to cluttered racks of clothing at
Banana Republic, even though there were more
types of clothing available.