The store has an open door policy and uses colorful, youthful displays to attract customers. Signage uses a custom serif font for the main brand name with Helvetica resembling font for "House" below. This conveys a sweet image selling cosmetics. Inside, neutral earth tones create a natural yet sophisticated atmosphere. Sample products and assistants are available to help customers. Most patrons are female teenagers or young adults browsing the wide selection of affordable makeup and skincare items arranged by function. Overall the environment successfully targets their key demographic and encourages testing products.

1. Observation Lab
Sam Hong

3. Before you enter the store:
Does the store draw you in? If so, how?
Yes it does have youthful and trendy, attractive display that I find appealing. Sending out attractive
messages to me with well matched colored urban styled clothing display on mannequin right at
the front of the store.
Is the door open or closed?
Doors were wide opened.
How does this make you feel?
Welcome to explore.
How big is the sign lettering and in what font?
Height of font is about One feet and typeface is ITC Machine
What does it tell you about the store?
The store sells only man’s clothes and apparels, the chosen fonts does give a sense of post-
industrial metrosexual masculinity.
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PROJECT

4. What is causing the noise?
Environment: In fact, noise came from nearby electronic gadget store which
featured gingham music video on its latest TV screen.
What is the color scheme of the store? How does
this affect you? Is there music playing? If so, does it fit the environment?
Mainly unobtrusive neutral shades of earthly tones, Yes, Korean Pop music which suits the clothing trend and
sophisticated, vibrant but not loud. styles of merchandise that created vibes.
The colors reminds me of feeling natural and
comfortable yet exudes individuality that represents Is the store warm or cold?
how I would like to project myself. Comfortably warm.
What type of floor does the store have? How does Is the store crowded with merchandise or is it sparse?
this effect the environment? Space allocation is a little tight but I would not consider it to be
Dark brown colored homogeneous tiles. The crowded.
textured surface absorbed any stray spot lights and
provided a good contrast for the lighter colored Does the store have a distinctive smell?
items on sale. No smell but a faint lingering fragrance.
How high is the ceiling? How does this feel? Where is the cash register located?
Ceiling is about 3 meter high. Gave just enough Right at the back of the store.
breathing space for the display racks and shelves,
felt a little tight. How visible is the store security?
Only ceiling omni-directional surveillance cameras were
How brightly lit is the store? How does this affect installed but apt.
you?
Ambient lighting with strategically placed spot lights How long do you want to stay in this store?
on featured items.Gave me a sense of mystery and Twenty minutes or more.
privacy to explore without onlookers.
How loud is the environment?
Not loud, just what I would expect from a store of
merchandise?
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Does the environment influence the perceived value of the
Yes it does, and the store is doing it just right for their young
this category. trendy yet value seeking customers.
PROJECT

5. Personnel: Products:
How long does it take before a sales person initiates What is the first product that you notice?
contact? Casual shirt on the display mannequin.
About 5 seconds upon my stepping into the store.
Is there a central display table with featured products?
Does the salesperson have a script to follow with There is no table but the mannequins are group together at the
each customer? shop front dressed in the latest fashion.
No, she was very fluent and spontaneous, does not
appear rehearsed. Where are items that are “for sale” located in the store?
They are placed near the entrance with visible labels to
Does the salesperson treat different customers attractive interest.
differently?
Consistently courteous and patient. How are the products arranged? By function? By price? By
color?
What is the ratio of salespeople to customers? Clothes & apparels are arranged by function and matching
I estimate it to be 1 is to 3. colors.
What age and gender are the employees? Are there free samples or demonstrations?
Early twenties, males and females. There are no dress samples and mannequins are the
demonstrators I suppose.
Are the salespeople using the store products?
Yes, they do have the same kind of styled clothing's. What products are at eye level?
The very visible items are their recommendation, at a discount
Do the salespeople have a uniform? which is appealing to the general browsers or potential
No, as it is not a chain store concept.
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customers.
Do the salespeople match the stores image? What items in the store are in the least accessible locations?
Yes, they do, I guess their Human Resource is doing Men's bag and high value apparels and accessories. You need
a good job. to have sales assistance.
PROJECT
Where are the most and least expensive products located?
Least expensive and going out of season items are found below
eye level display shelf near the entrance next to their sale items.

6. Products:
Are the prices of the products easy to find?
Prices are easily found and displayed.
Are there impulse items near the cash register?
Some small accessories and wearables are
conveniently found near cash register.
Customers:
Are most customers alone or with someone else? Do customer touch the products? Is this encouraged?
What is the relationship? Customers and browsers are encouraged to touch and try out
Most of them are young men executives, with the clothing displayed on racks. Assistance are required to try
occasional couples. apparels and accessories.
What is the average age and gender of the Do most customers appear to be on a mission or are they
customers? browsing?
Average age is around 18 to 35 years of age, mostly Most younger customers tend to browse more and stayed longer
male. than the older customers.
When a customer enters the store, do they tend to What percent of customers purchase products in the store?
walk in the same path or direction? - Higher percentage of older men made swift decision for their
purchase. The very young generation tend to try and compare
NATURAL
No, male shoppers are pretty focus, they have a more.
overall scan of the place and zoom in to the items of Other Observations:
interest to them. The brand has a few outlets in Singapore, mainly found in
shopping malls. The particular store I did my observation
How long do customers stay in the store, on was found at a newly opened mall. The space allocation in
PROJECT
average? this particular store seemed a little tight. Overall
Most customers with intension of a purchase tend to impression I got was that items on display appeals to me,
be trying out clothes spent average around 20 prices are reasonable considering the fact that they are
minutes, whilst browsers spent about 10 minutes. imports from Hong Kong, Korea and Japan.

8. Before you enter the store:
Does the store draw you in? If so, how?
No, it does not. I do not use much make up.
Is the door open or closed?
Doors were wide opened.
How does this make you feel?
Welcome.
How big is the sign lettering and in what font?
Height of font is about One feet and typeface for the word ETUDE looks like a custom
design serif font while the word House resembles Helvetica.
What does it tell you about the store?
The store sells cosmetics for make up.
The shop likes to portray a sense of sweet looking image.
ETUDE
HOUSE

9. What is causing the noise?
Environment: No noise, just background music.
What is the color scheme of the store? How does Is there music playing? If so, does it fit the environment?
this affect you? Yes, soothing music for customer to feel a sense of well being.
Sweet light pink and beige. Gave me a sense of
young and sweet romanticism.For ladies and young Is the store warm or cold?
females, very girly. Comfortably cool.
What type of floor does the store have? How does Is the store crowded with merchandise or is it sparse?
this effect the environment? Sparse space allocation of shelfs and display.
Light beige color wood pattern tiles. It compliment
the sweet pink atmosphere the store has. Does the store have a distinctive smell?
A faint lingering fragrance.
How high is the ceiling? How does this feel?
Ceiling is about 3 meter high. Very sparse and Where is the cash register located?
spacious use of space. Visible at the back of the store..
How brightly lit is the store? How does this affect How visible is the store security?
you? Only ceiling omni-directional surveillance cameras were
Indirect reflected lighting with strategically placed installed but appropriate..
spot lights on featured items.Gave me a sense of
sweet, dreamy and fairly tale like feeling. How long do you want to stay in this store?
5 minutes.
How loud is the environment?
Not loud, romantic type of background music came Does the environment influence the perceived value of the
from their own sound system, just what I would merchandise?
expect from a store of this category.
ETUDE
Yes it does, and the store is doing it just right for their young
trendy yet value seeking female customers.
HOUSE

10. Personnel: Products:
How long does it take before a sales person initiates What is the first product that you notice?
contact? Variety of cosmetics and nail polish on display.
About 5 seconds upon my stepping into the store.
Is there a central display table with featured products?
Does the salesperson have a script to follow with There are two tables with their latest range of cosmetics and
each customer? nail polish colors.
No, she was very fluent and spontaneous, does not
appear rehearsed. Where are items that are “for sale” located in the store?
Arranged by function and matching colors..
Does the salesperson treat different customers
differently? How are the products arranged? By function? By price? By
Consistently courteous and patient. color?
Clothes & apparels are arranged by function and matching
What is the ratio of salespeople to customers? colors.
I estimate it to be 1 is to 2.
Are there free samples or demonstrations?
What age and gender are the employees? There are lots of try out samples at each table and shelves with
Early twenties, mainly females. mirrors on them for ladies to test the cosmetics.
Are the salespeople using the store products? What products are at eye level?
Yes, they do, have the same kind of styled The very visible items are the latest and hottest looking colors
clothing's. for the young and trendy.
Do the salespeople have a uniform?
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What items in the store are in the least accessible locations?
No, as it is not a chain store concept. Expensive brands and formula mix. You need to have sales
assistance.
Do the salespeople match the stores image?
Yes, they do, young and sweet sales girls. Where are the most and least expensive products located?
PROJECT
Least expensive and going out of season items are found below
eye level display shelf near the entrance next to their sale items.
Most expensive items are found in locked-up acrylic display
casing.

11. Products:
Are the prices of the products easy to find?
Prices are easily found and displayed.
Are there impulse items near the cash register?
Some small accessories and wearables are
conveniently found near cash register.
Customers:
Are most customers alone or with someone else? Do customer touch the products? Is this encouraged?
What is the relationship? Customers and browsers are encouraged to touch and try out
Most of them are young ladies with friends. the samples on display. Assistance are required to try more
expensive brands.
What is the average age and gender of the
customers? Do most customers appear to be on a mission or are they
Average age is around 18 to 35 years of age, mostly browsing?
female. Most younger customers tend to browse more and stayed longer
than the older customers.
When a customer enters the store, do they tend to
walk in the same path or direction? - What percent of customers purchase products in the store?
Higher percentage of young ladies made purchases.
Yes, they follow the way products are displayed.
How long do customers stay in the store, on
average?
Most customers with intension of a purchase tend to
be trying out samples spent average around 20
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Other Observations:
The brand has a strong presence in south east asia, with
strong influence of Japanese and Korean fashion and make
up influence. They could have more staff to customer ratio.
Having staff dress up like a beauty specialist may help to
PROJECT
minutes or more, whilst browsers spent about 10
upgrade their image.
minutes.

13. Before you enter the store:
Does the store draw you in? If so, how?
Yes. It has very large variety of attractive products visible even from a
distance. It draws attention to further examine what is in store.
Is the door open or closed?
Doors were wide opened.
How does this make you feel?
Welcome to examine.

15. Before you enter the store:
Does the store draw you in? If so, how?
Yes. It has very comfortable setting and full of interesting display.
The appearance of the store give impression that their products are amusing
and interesting.
Is the door open or closed?
Doors were wide opened.
How does this make you feel?
Welcome to examine.

17. Before you enter the store:
Does the store draw you in? If so, how?
Yes. It has very comfortable setting and lighting.
The appearance of the store give impression that their products are
comfortable and affordable.
Is the door open or closed?
Doors were wide opened.
How does this make you feel?
Welcome to examine and try.

19. Before you enter the store:
Does the store draw you in? If so, how?
Yes. It has very comfortable setting and lighting.
The appearance of the store give impression that their jewelry are
affordable.
Is the door open or closed?
Doors were wide opened.
How does this make you feel?
Welcome to examin.
How big is the sign lettering and in what font?
Height of font is about One and a half feet and typeface for the word SK
looks like san serif font Helvetica.

20. What does it tell you about the store?
The store sells good value jewelry.
The shop likes to portray a sense of well being, blessing and contentment.
Environment:
What is the color scheme of the store? How does this affect you?
Dark maroon with rich crimson red. Prosperity and blessing with a hint of
class.
What type of floor does the store have? How does this effect the
environment?
Dark rich brown pattern carpet flooring. It compliment the wealthy and rich
blessing atmosphere.

21. How high is the ceiling? How does this feel?
Ceiling is about 3 meter high. Very careful and purposeful use of space.
How brightly lit is the store? How does this affect you?
Bright and carefully directed lights together with tasteful ambient reflected
lights help boost the display items visibility.Gave me a focus and intense
sense of feeling comfort.
How loud is the environment?
Not loud, sales representatives were professionally dressed and spoke in a
gentle but confident manner about items on display.
What is causing the noise?
No noise, just soft background music.
Is there music playing? If so, does it fit the environment?