This slide dec is for my TEM 431 class assignment. We had to go into 5 - 6 stores and see how they organize their stores, how they run their stores, and how they market the stores.

1. Observation
Lab
By: Nayeli Rodriguez
Module 5

2. The Stores I Observed
01
Fashion Q 04
Wave
02
Puchunguis 05
Duo
03
X Treme 06
Victoria’s Secret

3. Fashion Q
The Q is a branch of stores that sell apparel,
shoes, and accessories for women and young
adults.
Before entering the store:
- The store seems full of clothing for
women. You can see it over pilling.
- The entrance and the windows are the
only thing that is neat. The rest is piled
onto other clothing.
- I feel like I could find something for any
occasion.
- All of this tells me that the clothing could
be cheap and that they have different
options.

4. Fashion Q
Environment:
- There was no color scheme, it was all neutral with tropical
flowers in the borders.It also had accents of white wood.
- Making it feel like a summer vibe.
- They have multiple rows of light. Very well lit with spotlights on
the clothing that is hung on the walls.
- The music was calm and not very loud. The people inside were
also fairly quiet and just calming overall.
- I stayed for a while browsing through all of the racks of clothing.
- The accessories were placed all around the check out section
pushing customers to look at them and possibly buy them.
Personnel:
- The only sales people were in the checkout counter and in the
fitting rooms.
- The sales person in the fitting rooms did ask the same thing to
everyone. “Are you happy with the clothes”
- The sales person did treat some customers differently.
- There were a group of people being loud and the you
could see that the sales associate was straight forward
when checking them out. They didn’t ask them if they
found everything ok.
- The people shopping there were roughly from the ages 15 - 30.
- The sales associates had regular clothes and seemed laid back.

5. Fashion Q
Products:
- The only display tables were for shorts and pants.
- The “for sale” location was in the back of the
store and was not advertised.
- There was no organization with the clothing and
everything was everywhere.
- The prices of each product was usually below 30
dollars.
- Usually long dresses or anything with a lot
of bling.
- The jackets were placed in-front of the
windows which were also along that price
point.
Customers:
- Most of the customers were with someone else.
- Significant other
- Mother or grandma
- Each customer tended to walk to either the far
right or the far left side.

6. Puchunguis
Puchunguis is a small business that sells shoes,
apparel, and accessories for women only.
Before entering the store:
- This store draws you in due to the rows of
shoes they have.
- It has a huge opening (door) that stretches
to two sides.
- The font of the sign up front is very fitting
to the consumers they are trying to bring
in.
- Certain style/ aesthetic
- High fashion

7. Puchunguis
Environment:
- Their color theme is greys and whites.
- The walls are in a grey wood texture.
- The floors are white and grey marble.
- The lights are bright accenting the rows of shoes that they
have.
- They were not playing loud music.
- There was construction going on.
- There where a handful of people.
- The cash registers where in the front side of the store.
- The environment made the merchandise feel luxurious.
Personnel:
- When we were looking at the shoes a sales associate came
up to us and asked if we needed help.
- The sales associates were nice to everyone and asking is
they needed a certain shoe size.
- The store had an all female staff ranging from ages 19-40.
- They all were dressed in the same aesthetic as the store.

8. Puchunguis
Products:
- The first product I saw was a shiny shoe in a
display table right upfront.
- There were no items promoted as “for sale.”
- Everything is arranged by color!
- The more expensive dresses and apparel were
on the walls difficult to access without assistance.
- There were small accessories next to the cash
register.
Customers:
- Most of the customers were accompanied with
someone.
- Partners and mothers mainly.
- When a customer entered the store they usually
observed the shoes in the middle display.
- The customer would stay a short amount of time.
- They instantly saw something that they
liked.
- The display of shoes and clothing were touched
by all the customers I saw.
- Most of the customers left with one item or
empty handed.

9. X-Treme
This store is a small business that only sells
mens clothing, shoes, accessories, and cologne.
Before entering the store:
- This store draws you in due to the displays
of men clothing in the windows.
- There were no doors, just opened
completely.
- The lettering and font of the sign is very
out there just like the clothing that they
sell.
- Statement pieces.

10. Customers:
- There where a wide range of customer ages
ranging from 16 to 40 years of age.
- They were all accompanied by someone.
X- Treme
Products:
- Most of the products were from well known
luxury brands.
- Wide range of products for men.

11. X- Treme
Environment:
- The store has a dark wood on the walls and a dark floor.
- Making it feel manly in a way.
- They have very moody lighting not too bright but not too
dark.
- They were playing loud trendy music.
- There were a lot of male customers and very few females.
- The cash register was in the middle of the store across the
dressing rooms.
- Asked right away if we needed a different size or if
we were taking the item.
- They also had a weird decoration of a duck in the middle
of the store.
- Representing money
Personnel:
- As soon as we had something in our hands they started to
help us right away.
- There were only three sales associates visible.
- The employees were all female and looked to all be around
the ages 20- 30.

12. Wave
The Wave is a small retail store that sells
apparel, shoes, and accessories for women
Before entering the store:
- They were across from “The Q” with the
same window display lay out.
- They had a chic vibe to the whole store. ,
- Very clean aesthetic

13. Wave
Environment:
- They had a similar environment as “The Q.”
- They had a lot of clothes piled up.
- Same apparel
- Racks were too close together and apparel on
the wall.
- They had the sales at the very back of the store.
Personnel:
- No one greeted us or asked us if we needed help.
- The only store associates were in the cash register.

14. Wave
Products:
- Like mentioned before they had the same
products as “The Q.”
- All the products were mixed together.
- Tops
- Bottoms
- Dresses
- There was no theme on how the products were
organized.
Customers:
- There were only a few customers that I saw.
- The store was big and there were people
all across it.
- There were a lot of customers in the back trying
clothes and asking for specific shoe sizes.

15. Duo
This store is a small business that sells apparel,
shoes, accessories, and cologne for men only.
Before entering the store:
- They are a new store and they had the
outside and inside remodeled.
- They have a marble floor.
- White and mirrors made the space very
lux.
- We went in and I forgot to take pictures
then when we returned they were closing
the store.

16. Duo
Environment:
- Like I mentioned before the space seemed luxurious
and nice.
- All of the clothing was hung and nicely spaced out.
- They were organized by sizes and by designers.
Personnel:
- There were 5 workers that were all walking around. With
two of them staying in the cash register.
- They were all female from the ages of 24.
- They were always asking us if we were finding everything all
right.

17. Duo
Products:
- Their products were all from a luxury brands.
- Versace
- Burberry
- There was a wide range of long sleeves, polos, t-
shirts, and pants.
- They did have very few sizes available for each of
the products.
- My partner was looking for size small and
was struggling to find anything he liked in
that size.
Customers:
- All of the customers were accompanied by
someone.
- Partner
- Friend
- Family
- There were a lot of customers roaming the
stores.

18. Victoria’s Secret
This is a big chain store with multiple locations
around the United States.
Before entering the store:
- In the past they were known to promote
very high beauty standards.
- Only thin and tall models.
- Now they have diversity in their
mannequins!
- They have the classic PINK store and
VIctoria’s Secret stores right next to each
other.
- Their logo, color, and pattern are iconic.

19. Victoria’s Secret
Environment:
- It does feel a little intimidating walking around the
store.
- Too much going on
- A lot of sizes
- A lot of options
- Both stores were connected Pink and Victoria's Secret
- Pink
- Pink and girly
- More athletic and leisure
- Victoria’s Secret
- Darker estetic
- Lingerie and undergarments mainly
Personnel:
- As soon as you walk in they offer you a bag for your
shopping.
- They asked if we were looking for anything specific
- The sales associates offered to help with my measurements
- A lot of sales associates everywhere.
- They were all wearing black.

20. Victoria’s Secret
Products:
- All of the products were in a wide range of cost.
- They had everything from undergarments to
sport to perfumes.
- Their products were known to last for a long
time.
- Very popular and luxurious products.
Customers:
- There were a wide variety of customers.
- Teenage girls.
- Elderly women
- There were some men but they would look down
at their phones and not interact with the
products.
- Most of the customers were in the store for a
long time.
- 10 - 20 minutes