The document contains observations and recommendations for several retail stores in Russia and Spain. It notes that the Desigual apparel store in Barcelona has a very bright and colorful interior that attracts artistic customers. For the TVOE apparel store in Volgograd, it recommends inviting local DJs to play music and sell CDs to encourage customers to spend more time in the shop. Finally, it observes that the Oh-la-la! cosmetics store in Kamyshin, Russia has bright decor and pleasant jazz music that attracts many loyal customers.

1. Observation Lab Submission
by Yulia Goncharova

2. Desigual – apparel store in Barcelona (Spain)
Very bright and colorful
interior attracts artistic
people and those who
seek something typically
Spanish.

3. They could sell stylish
souvenirs (postcards,
charms etc.)
They could invite DJs
to play in stores and
sell their CDs.

5. TVOE – apparel store in Volgograd (Russia)
Basic simple clothes for
youngsters.
Cheap prices, wide
range of T-shorts.

6. Customers spend too little
time in the shop.
They could stand book-
crossing shelve or distribute
night clubs’ flyers.

7. They can make mini-
collections in collaboration
with young Russian fashion
designers.

8. The clothes (at least
top ones) should be
ironed.

9. ZARA - apparel store in Volgograd (Russia)
Spacious store, nice visual
merchandising and
lightening, professional
personnel.

10. They could organize fashion
shows in the store.
Stick QR-codes with links to
Zara’s website in fitting rooms

11. H&M - apparel store in Barcelona (Spain)
Huge store, a lot of
customers from different
countries.

12. They could place
advertisement on escalators.
Navigation could be in
several languages.

13. Oh-la-la! – cosmetics store in Kamyshin (Russia)
Bright shop with very pleasant
jazz background music. Many
loyal customers.

14. They could arrange co-
marketing with beauty clinics.
Sell certificates on cosmetic
procedures.