The document summarizes observations from fashion retail stores in Sofia, Bulgaria. It notes that while the stores belong to different brands, there is little differentiation between them apart from logos. Customers browse for a while but often leave without buying anything due to the disorganized layout and lack of assistance. The document proposes solutions like providing suggestions for item combinations displayed near relevant sections, or touchscreens allowing customers to virtually assemble outfits and get directions to matching items. This would make shopping more entertaining and reduce stress, potentially improving sales and customers' health.

1. BETTER SHOPPING EXPERIENCE
FOR A HEALTHIER LIFE
AN OBSERV ATION OF FASHI ON RET AIL ST ORES
SOFIA, BULGARIA

2. STORES OBSERVED
• 5 international brands fashion retail stores in one of the biggest
shopping mall in the capital city Sofia, of which:
• 4 stores sell one brand
• 1 store sells a wide array of brands with different price levels
• All stores are in the middle price segment
* The pictures only illustrate the type of stores visited

3. WHAT DO ALL THESE STORES HAVE IN
COMMON?
• No pictures allowed! The staff is pretty adamant about it
• All stores are designed using one or two main colours, white being the
predominant one
• The music is present, nice and mainstream
• The clothes are usually arranged by collection and then by colour; sometimes
they gave me the feeling that they are thoroughly mixed just to make you
spend more time browsing for what you are looking for.
• The staff is present but rarely assists with help or advice – the stores work on a
“self-service” principle: you find what you need and the staff helps you to pay
for it

4. SO….
…despite all the stores belong to different brands,
there is hardly any specific differentiation apart from
the logo….
….and it is so hard to find your way among all these
clothes and there is hardly anyone to help you

5. AND….
…No surprise most people just enter the store, browse
for a while and then walk out, having bought nothing
Why spending all these money on brand building if
you lose your customer in the store?

6. A POSSIBLE SOLUTION
Of course it would be preferable each customer to have a
personal, radiant, ready-to-do-what-it-takes staff representative
attached to them to help with the process.
This measure will not only increase the revenue from purchases,
but will also considerably reduce the unemployment rates.

7. WHILE THIS MEASURE IS BEING
VOTED BY LOCAL GOVERNMENTS…
..let’s be reasonable – this is not happening

8. ANOTHER SOLUTION
What if stores provide more suggestions about possible
combinations of items?
Not only the 2-3 half-dressed dummies
but options demonstrated close to
every section which show the
Possible combinations of trousers
and shirts, skirts and accessories.

9. ANOTHER SOLUTION
These suggestions can be presented in a myriad of ways depending on
the budget:
• Paper hangers next to the items with a couple of suggestions, for
instance: “This skirt will make a fabulous combination with the jackets
from the “Sessile” collection”
• A TV screen showing possible combinations of clothing items and
accessories
• And why not a touch screen where clients make
combinations of items and receive directions
in which section of the store the items can be found?

10. SO WHAT?
Even the biggest shopping lover knows that shopping can be a
toil, so why not make it entertaining and fun?
Why run around the store wondering what goes best with these
trousers? Just imagine the turnaround time for each shopper if
they see and accept a nice suggestion already there for them.
Not mentioning the huge reduction of average levels of
shopping stress
leading to less overall stress
resulting in a more positive attitude
hence better health!

11. In the meantime….