R H I A N N O N G A G I N1 / 3 0 / 1 2

3 A

VISUAL MERCHANDISING

STORE #1

STOREFRONT• Doors: One main entrance that leads to the girls’ or guys’

side, 2 handicapped entrances on both the girls’ and guys’ side

• Windows: Along the both sides of the front of the store• Signage: Signs that show the current promotion, Hollister

Co. Logo on the sides of the entrance and on the billboard inside the entrance

• Marquee: Has a marquee that covers the entrance

STORE LAYOUT

• Type: Retail Store

• Divided into sections: first two rooms are the first girls’ and guys’ rooms, the middle section is the lounge and registers, and the last 2 rooms are the second girls’ and guys’ rooms.

STORE INTERIOR

• Color Scheme: Browns, navy blues, and natural colors• Lighting: Dim lighting with spotlights• Flooring: Tile, hardwood flooring, rugs• Hardware: Tables, closets, shelves, metal

fixtures and hangbars• Atmosphere: Natural feeling atmosphere, loud

music, beach/island feel, dim spotlighting

DISPLAYS

• Architectural: Wooden interior, doors made to look like shutters

• Open: Clothing is displayed for customers to handle

• Closed: Jewelry is displayed in a glass case

• Point of Purchase: Magazines, perfume and giftcards are placed at the register

• Decorations: Palm trees, lounge chairs, throw blankets, vintage suitcases, canoes, surfboards, tv on both sides of the lounge that displays a live feed of Huntington Beach.

FIXTURES

Tier table

Card Holder

Wall Standards and brackets

TARGET MARKET

• Demographic: 14–24 year olds, middle class high school and college students• Psychographics: Hollister tries to have an image

of a fun, casual brand that good looking and all–American people wear.• Geographics: Targets middle class people in

cities and suburban areas• Behavioristics: Hollister’s brand popularity and

association with the Californian beach has convinced teens to buy clothes

Q/A

• What feeling is communicated in this store?• This store has a warm, inviting, and upbeat atmosphere.

It also has a very natural and beach–like feel to it.

• Is the visual merchandising appropriate for the target market?• Yes, I think with the dim lighting, loud and upbeat music,

and chill atmosphere, Hollister addresses the target market they’re trying to reach.

STORE #2

STORE FRONT• Doors: No doors, just a wide open entrance that invites

everyone to shop there.• Windows: No windows, just on the glass doors leading to

the outside• Signage: Classic Macy’s sign and logo• Marquee: No marquee

STORE LAYOUT:

• Type: Department Store

• Store Space: Very large store divided in different sections based on the type of clothing (juniors, suits, make–up, watches, childrens, shoes, etc)

STORE INTERIOR

• Color Scheme: White, reds, and colorful merchandise that catches the eye• Lighting: Bright/regular lighting• Flooring: White tile flooring, carpet in some

areas• Hardware: Different types of displays• Atmosphere: Warm, clean, and friendly

atmosphere

DISPLAYS

• Architectural: Glass and wooden displays, different types of tables and fixtures to display merchandise

• Open: Most items and clothing and footwear is put on open display for customers to handle

• Closed: Some items are put in closed displays for security (Jewelry, purses, watches)

• Point of Purchase: Bottles of water, Godiva chocolate, gift cards, or accessories are placed at the register

• Decorations: Chandeliers, light fixtures, plants, mannequins

FIXTURES:

Tier Table

Showcase Draper

TARGET MARKET:

• Demographics: Targeting working women ages 25–60• Psychographics: Macy’s tries to portray a

“magical” shopping experience that caters to the needs of a fun, charismatic business woman• Geographics: Targets middle and upper class

women living in cities or suburbs• Behavioristics: By having a variety of popular

brands at Macy’s (Coach, Michael Kors, American Rag, etc) it triggers the buying behavior of business women.

Q/A

• Is the visual merchandising appropriate for the target market?• Yes, the store is very organized and has a variety of

different types of displays to appeal to the wide range of customers that the store is targeting

• What feeling is communicated in each store?• Business, casual, variety, everyone can shop here.