1. Visual Merchandising
Rhiannon Gagin
1/30/12 3A

2. Store #1

3. 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

4. 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.

5. 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

6. 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.

7. Fixtures
Card Holder
Wall Standards and brackets
Tier table

8. 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

9. 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.

10. Store #2

11. 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

12. 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)

13. 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

14. 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

15. Fixtures:
Tier Table
Draper
Showcase

16. 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.

17. 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.