Crash course on creativityVenture-lab

Nightly fugacious observations

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1st time

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• Nice big blue sign, let’s go in

• Also the door is wide open

• They seem welcoming

• The store is very white and almost impeccably clean

• It is on 2 floors, both well lit

• It is quiet, although some pleasant music is running in the background

• The temperature is warm enough but not too much

• The salesperson is kind and wears no uniform but a pair of weird mustaches

• Weird the clothes on sale are at the back of the room, not really showing

Eventually I got the stimulation to buy something, but prevent from doing it since it would have been very unscientific

2nd time

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• Less flashy entrance, but monumental stair, let’s climb it

• The doors are wide open (both)

• No security in sight here (nice)

• Very elegant environment (looks like a 50s movie set)

• It is on 2 floors• More noisy: the music

playing does not suit the place

• I smell perfume (they sell that as well), but not too obtrusive

• The salespersons seem like not caring much about customer (maybe I don’t look like their older typical one)

• Personnel is definitely international and diverse

I didn’t feel like buying since clothes were more on show than waiting to be tried on …

3rd time

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• Looks like a club: big neon sign, doors completely open and huge security guy

• Music can be heard from outside

• Look there’s a mustang on show and it’s red (loved it)

• The only thing that would attract males is the car, you can only see women’s clothing from outside

• The place is loud, too much

• More customers than before, mainly young women

• Personnel not be seen, I guess they entrust a lot the security guy

I didn’t feel like buying since I don’t usually do that in a club

Conclusions

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• Although the 3 stores are in the same market segment they vary widely in the approach to customers

• The disposition of clothing in the store can tell you already half the story

PS: don’t take pics in the store, nowadays everybody is scared by people stealing shots and then reproducing the product in east Asia