ü your analysis. Also state the date(s) and time(s) you visited each retail store.
Target Market
Discuss the lifestyle, age range and gender of the target customer for each store. (This should be the primary or main target market, and should not include all potential customers.) Also summarize the brand image or market position for each.
Point of Purchase Signage, Visuals, Store Experience
Describe each of the following aspects of the marketing for each store separately:
Merchandising/Merchandise Presentation
• Signage inside and outside the store,
• featured products (often those displayed prominently upon entering)
• in-store displays
• general colors, fabrics, or styles displayed
• in-store graphics
• background sounds/music
•Employees/Sales Associates
• Attire
• Level of interaction with customers
Overall Brand/Message
Summarize the “overall message” or “story” each store communicates to customers through its merchandising and employees. Describe how this corresponds to the store’s brand image or market position.
Store Comparisons and Critiques
Describe how each store markets to its customer through its overall store experience. Identify which store was the most appealing to you, personally, providing justification. Justify your position in terms of strength of messages, consistency of presentation, impact of merchandise, ease of shopping experience, and responsiveness of sales associates.
Personal Insights
What insights did you have as a result of this exercise, or what did you learn from it?
One store i visited was in South Carolina Charleston Ralph Lauren. It consisted of 95% of African American employes. All had to wear Ralph Lauren clothing as their outfit, no music in the store. They had props such as mechanic dolls, horse saddles, polo sticks and retail clothing for summer was the majority and sales were on the winter clothing. Employes were friendly and willing to whelp it was one of the biggest stores i have visited out of the three.
The other store was in New york Manhattan. It had African American and white employes. All had to wear Ralph Lauren clothing as their outfit, no music in the store. Their props were the best they had a actually fake horse in the store with and mechanic doll on it playing polo. The
