The document provides observations from a retail lab conducted by Nayeli Rodriguez across several stores, including Fashion Q, Puchunguis, X-treme, Wave, Duo, and Victoria's Secret. Key insights include variations in store environment, customer interactions, personnel behavior, and product displays, highlighting differences in branding, organization, and customer demographics. Overall, the analysis reflects on how each store attracts and serves its target market while showcasing distinct atmospheres and experiences.

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