Insights and Opportunities

Crash Course in Creativity Assign 2 (Clothing stores and coffee shop)Carol Chung

Raising Product Value

Crowding the space with too many products can decrease the per-ceived value of the product.Too few products make the store feel empty. Strike for a balance.(Left: Forever 21; Right: Hollister)

Raising Product Value

Promote products with low cost but high perceived valueExample: Forever 21 had on-trend handbags in $20 range that could enhance a young woman’s outfit. But the handbags were hard to find in the store.

Raising Product Value

Neatness Counts!!Small things, like refolding jeans and hanging clothes neatly can improve the impression of product value. (Clockwise order from top left: Hollister, Ann Taylor Loft, Forever 21)

Naughty

Naughty

Nice

Transforming Browsers into Buyers

Make it easy to find the dressing room. Many stores required hunting to find dressing rooms.

(Floor Plans Left: Anthropologie; Right: Ann Taylor Loft)

Cashier

Dressing Room

Cashier

Entry(walking path)

Entry

Sign for Dressing Room could go on

this wall

Dressing Room

Customer Relationships

Sales staff chatted up regular customers at Coffee Bean & Tea Leaf.Friends dropped by at Beachworks, creating a social hangout. (This image was originally posted to Flickr by mikebaird at http://flickr.com/photos/72825507@N00/3850575387. Licensed under the terms of the cc-by-2.0. )

Make Use of Waiting Areas - Lost Video Display

Everyone goes to the cashier. Few customers walk down to the video on the wall (seated customers ignore the video).90% of customers wait for drinks by condiments. Video could face the customers here and feature pricier seasonal drinks.(Repeat customers do not read menus where seasonal drinks are displayed)

Showcase Expensive Merchandise

Expensive merchandise was lost on the sides of the stores. Video could face the customers at angles to the cashier line.Expensive merchandise could be closer to the main walking path.(Coffee Bean & Tea Leaf CBTL Coffee Maker $120-180. Go Pro Video Camera $200-400 at Beachworks.)

Branding Product with Lifestyle

Hollister’s store is colored by dark wood on walls and ceilings. The loud techno music gives a dance club aura.The clothing is mainly neon-colored active wear that appears out of place. The interior color could be lighter for an outdoors feel.Hollister targets youth beach culture (teens to 20-somethings). It is a sister store to Abercrombie and Fitch.

Branding Product with Lifestyle

Beachworks has great signage like a beach mat and sand. Inside, the front store displays look like any teenage clothing store. Only towards the back wall do you find lifestyle products like surf shorts, skateboards, flip flops (could include in central display).Beachworks targets youth beach culture (teens to 20-somethings).

Branding Product with Lifestyle

Anthropologie is very successful at creating a lifestyle image that blends clothing and houseware.Window and store displays are artistic with associations of culture and wealth but still California Casual.