Taking an Emotional Audit of Rodeo Drive

by Christina Brinkley

Katie Moore

Angela Perrone

Eli McDaniel

Rodeo Facts• Developed in the 1970’s as shopping

epicenter.

• Spans from Wilshire Boulevard to Santa Monica Boulevard even though primary shopping is only a three block stretch.

• Some stores on Rodeo’s famous three blocks are Dolce & Gabbanna, Neiman Marcus, Gucci, Armani, Louis Vuitton etc. all the way to a nike town and a pottery barn.

• Often compared with Madison Avenue in New York for the highest ranking sales volume per square foot.

Customer Service?

http://www.youtube.com/watch?v=uaD08avTnlA

Rodeo’s Problems

• Rodeo Drive has been struggling with its own image. Rodeo sends messages that are not welcoming," says Wes Carroll

• Getting the balance right is all the more urgent this holiday season. Retailers are looking to the luxury category to help carry the season even as early signs point to a spending slowdown.

Rodeo Needs to Consider

• Putting customers at ease is becoming much more important for the famously snooty luxury-goods sector as more high-end retailers broaden their offerings.

• There's a fine line between positioning themselves as lofty -- to signal just the right amount of exclusivity -- and being so haughty they alienate their customers.

• Emotional rather than the rational part of our brains that makes many of our buying decisions, that's particularly true when it comes to luxury

Solutions for Rodeo Drive

• Risky to make assumptions based on looks in Los Angeles.

• A customer should receive a warm and authentic welcome

• Contemptuousness in a store display

• Downstairs, it's 'meet the goddesses' and upstairs, you are the goddess

• The code word is “accessible"

• Body Types

Sources• http://0-proquest.umi.com.oasis.oregonstate.edu/pqdweb?index=3&did=1375369801&SrchMode=1&sid=1

&Fmt=3&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1193954209&clientId=7396

• http://www.youtube.com/watch?v=uaD08avTnlA • http://images.google.com/images?hl=en&q=RODEO+DRIVE&btnG=Search+Images&gbv=2• http://www.skylightweb.com/losangeles/buildings_files/buildings02_008.jpg&imgrefurl• http://images.google.com/imgres?imgurl=http://www.arcspace.com/architects/koolhaas/prada/

1prada.jpg&imgrefurl=http://www.arcspace.com/architects/koolhaas/prada/prada.html&h=299&w=380&sz=17&hl=en&start=83&um=1&tbnid=CrLe-b3MHpJ2FM:&tbnh=97&tbnw=123&prev=/images%3Fq%3Drodeo%2Bdrive%2Bbackgrounds%26start%3D80%26ndsp%3D20%26svnum%3D10%26um%3D1%26hl%3Den%26client%3Dsafari%26rls%3Den%26sa%3DN

• http://www.angelcitypress.com/RODR-cvr-lrg.jpg• http://www.checkoutlosangeles.com/images/PHOTO/rodeo_drive.jpg• http://www.worldofstock.com/slides/TAC1800.jpg• http://www.movie-locations.com/movies/p/prettywoman_boulmiche.jpg

• http://bayimages.net/thumbnails/8k/bay007133.jpg• http://www.hotelrooms.com/image/activities/2290A4.jpg