The document discusses different retail shops and brands, including Hotwind, C&A, Uniqlo, Bershka, Zara, and a homewares shop in Shanghai. It analyzes factors like store layout, product placement, lighting, music, and staff assistance that affect shopping experiences and influence impulse purchases. Several brands like Uniqlo and Zara are described as being popular among working class customers. The document also notes that discounted items are commonly placed near changing rooms and counters across stores.

1. Shops that no longer attract me
and
those kept me going
These shops always locate together and what I find interesting…
By Monica Kwan

2. Hotwind used to focus early working class.
Re-sell other brands 3 years ago. Now they
have their own brand.
Why I didn’t go as often:
•Handbags and shoes on both sides of the
entrance. Smell of plastic too strong
•Ladies’ one on the right; Men’s on the
left. Clothes with limited style.
•Bright colors and quality not as good as
before.
•Accessories are in the front wall of cashier
for easy access
•Music is too noisy
•Strong lighting and the shop is too hot

3. C&A is a Dutch brand focus on early
working class and generally open near
Uniqlo.
The key featured at door is not as
colorful as it used to be.
•The accessories are stuffed in the
baskets near counter, not elegant and
chic to attract buying.
•Music is fast and lighting is okay but
not clear to see color of the clothes.
•Discounted clothes normally placed in
the inner parts of the section and
seasonal promotion styles lineup.
•Limited assistants around, self served
changing room. Kids’ wear nearby.

4. Uniqlo is a famous Japanese Brand. A popular one
in the early working class.
•Bright, colorful, clean and tidy at the entrance
•Cheerful welcoming from the assistants and active
seeking to help you. They always tidying the
products
•White lighting, feel fresh and energized to buy
•Handy homey clothes e.g. socks, pajamas and
casual inner wear which easy need extra for
replacement are placed near the counter for easy
consumption. Kids wear nearby.
•Discounted items are obvious in the entrance and
throughout the store, and near the changing room
especially men’s wear

5. Bershka is a Singapore brand and
normally located near the entrance of
the shopping mall. Usually opposite of
Zara or H&M.
•Darker color of entrance features.
Dimmer Lighting. Great music.
•Easy to find clothes and very obvious
discounts and price tags.
•Discounted items and shoes section
normally located near the changing
room
•Accessories are well placed at the
counter very attractive for buying.
•Clothes and matched accessories are
shelved together for easy reference.
High turnover of styles.

6. Zara is a famous Spanish brand. A stylish
middle class brand. Very popular and
always packed with people.
•Black color themed background. Creamy
lighting.
•Music is good for consumer to stay
longer
•Discounted items are usually located
near changing room
•Limited sales assistants normally in the
changing room and counters. Messy
shelves and sometimes found damaged
products
•More colorful nearer to the casual
section.
•Normally 2 floors and located at the
main lobby of the shopping mall in the
ground floor.

7. Home wares shop popular in
Shanghai in the early years, now
more located in Beijing.
• More relax and less crowded than
IKEA
•Small and good stationeries and
decorations at the entrance to
attract your entry.
•Soft music and soft lighting.
•Counter is located between the
entrance and exit for easy access.
•More expensive items in the inner
heart of the store.
•Sales, featured promotion and glass
wares are near the counter for easy
consumption.

8. What they all have in common…
• Discounted items are normally located near
the changing room and counter.
• Good music and soft lighting encourage
consumers stayed longer in the store.
• Messy and shortage of products in the shelves
seemed to increase the impulse of
consumption giving the impression of limited.
• Caring sales assistants’ help increase success
consumption.