Creative observations
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The document describes observations of 3 clothing stores made on different nights. The first store was welcoming with clean, well-lit floors but clothes were not prominently displayed. The second store had a monumental stair and elegant atmosphere but noisy music and unhelpful staff. The third store resembled a club with loud music, security, and only women's clothes visible from outside. While in the same market, each store varied widely in its approach to customers as seen through music, staff, and merchandise presentation.
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Creative observations
- 3. • Nice big blue sign, let’s go in • Also the door is wide open 1st time • They seem welcoming • The store is very white and almost impeccably clean • It is on 2 floors, both well lit • It is quiet, although some pleasant music is running in the background • The temperature is warm enough but not too much • The salesperson is kind and wears no uniform but a pair of weird mustaches • Weird the clothes on sale are at the back of the room, not really showing Eventually I got the stimulation to buy something, but prevent from doing it since it would have been very unscientific
- 4. • Less flashy entrance, but monumental stair, let’s climb it 2nd time • The doors are wide open (both) • No security in sight here (nice) • Very elegant environment (looks like a 50s movie set) • It is on 2 floors • More noisy: the music playing does not suit the place • I smell perfume (they sell that as well), but not too obtrusive • The salespersons seem like not caring much about customer (maybe I don’t look like their older typical one) • Personnel is definitely international and diverse I didn’t feel like buying since clothes were more on show than waiting to be tried on …
- 5. • Looks like a club: big neon sign, doors completely open and 3rd time huge security guy • Music can be heard from outside • Look there’s a mustang on show and it’s red (loved it) • The only thing that would attract males is the car, you can only see women’s clothing from outside • The place is loud, too much • More customers than before, mainly young women • Personnel not be seen, I guess they entrust a lot the security guy I didn’t feel like buying since I don’t usually do that in a club
- 6. Conclusions • Although the 3 stores are in the same market segment they vary widely in the approach to customers • The disposition of clothing in the store can tell you already half the story PS: don’t take pics in the store, nowadays everybody is scared by people stealing shots and then reproducing the product in east Asia