The document describes observations from visits to several stores, including a furniture store with outdated decor, a Safeway market with both a "natural" section and a more typical section, a thrift store with overstocked items under bright lighting, an H&M with loud electronic music and security watching for shoplifters, and a Quicksilver store with a casual atmosphere and skateboards for sale to reflect its lifestyle brand identity. Common themes included the stores' atmospheres, products, employees, and branding strategies.

1. Store Observations
By Kelsey Logan

2. Brand Name Furniture
Does not appear open and
welcoming
Building looks outdated and
cheap. Will products be the
same?
Furniture was old
fashioned
Employees were friendly, not
pushy. Did not wear uniform.
Carpeted, furniture arranged like
living rooms in attempt to create
home-like feel.

3. Safeway: Nature Market vs. Un-nature
market? I noticed there was a section of the store
called “Natural Market” that contained
organic, local, all natural goods.
I wondered how this differed from the
rest of the store. Were the other goods
“un-natural”?
The floors and signs were wooden in this
section.
The rest of the store’s goods were the
typical brands, goods and items most of
us are used to. These were not labeled as
“un-natural”.
The floors in the rest of the store were
tile/linoleum. Except for Produce, which
also had wooden floors.

4. Employees were approachable, friendly and knowledgeable
The products were organized and arranged by function,
although packed/crammed onto racks. It looked like they were
overstocked.
The lighting was a bit bright and severe.
But there were skylights in the store that softened it. This may be
on purpose so that customers see the
space and products are clean, despite
the fact that the goods have been
previously owned

5. H&M
Music:: Loud trendy techno pop
Security guard
at the door.
Shoplifters: We
are watching.
Now Hiring
Impulse buy, while you wait.

6. Music: Loud futuristic electronic.
No vocals.
Futuristic.
Cold.
Confusing.
Door greeters in
Japanese clothes.
It’s a Japanese
brand.

7. Quicksilver
No greeter.
We’re
casual here,
bro.
Skateboards for sale
next to clothing.
It’s a lifestyle brand, bro.
Warm, inviting wood
everywhere.