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Does the atmosphere support the image of the retailer? Does it add to the shopping experience? What kind of retail strategy does it suggest? What changes would you recommend for this retailer and why? Use elements from the article by Malcolm Caldwell on the “Science of Shopping” at the link below to analyze the atmospherics .
Include elements from the article as part of your evaluation criteria http:// ladle. Com/the-science-of-shopping/ The text has a checklist on page 496 under #1 Get Out and Do It. To evaluate the store layout, design, merchandising etc. You can also use the checklist as part of your evaluation model. This paper is 2 to 3 pages maximum double spaced in Times New Roman #12 font. 35 points Even Idea oriented presentation Atmospheric: Bright lights, vibrant colors (colorful), music (modern, top 50 hits songs), The retail locations are inviting and modern, with bright lights and white floors.
Read more: http://www. Businessperson. Com/why-forever-21-is-winning-teen- detail-2013-11 #quintillionth Immediately upon entering the store, you see these skirts labeled “trending now. ” These skirts are bestsellers on Forever 21 ‘s e- commerce site. This shows a smart merger between online and offline and a lightning-fast reaction to trends: retail-2013-11#ixzz2uHwSF21 k Unlike other teen retailers that only restock for the seasons, Forever 21 has a constant influx of new merchandise, which is displayed throughout the store retail-2013-11 #ixzz2uHwXH1 e http://www. Questionnaires. Com/why-forever-21-is- winning-teen-retail-2013-11 Forever 21 has been a well-known international retailer hat has been successful throughout their days of retailing. Just last week, I visited Forever ass’s retail store located in Gateway Mall. In terms of its atmosphere and store design, it is almost the same copy as the one in my home country. Being that the target audience is females primarily from age 13 – 30, Forever did an outstanding Assignment 1 By Kelly-Limit Hi June job to appeal to their shoppers.
With these age group in mind, Forever plays music that are considered “top 50 pop music songs” in the store to relate better to their targeted customers. In general, the retail locations are inviting and modern, with right lights with white floors. The white floors illustrated wider shopping space, while the bright lights enhanced the colorful fabrics in terms of being true to their color and attractiveness. Forever 21 divided sections of their store into several themes, seasons or genre.
For instance, as spring is around the corner, they set up a floral prints section specifically to flaunt their spring collection, while the winter collection is placed in a section on its own. Outfit genres such as sports, lingerie, shoes and so on are categorized on their own as well. Recently, they had a Mackey Mouse themed collection that were placed on a particular corner of the store, and within that area anything from top to bottom had Mackey related icon attached to the products. Strategy: up to date, fast fashion, always on the go.
Utilizes all social media. Own optimum website (fast delivery, very nicely categorized) Forever is known for providing the latest chic trends with an affordable price. The retail strategy that I picked up from Forever is a very up-to-date kind of company. They are considered a fast fashion company as their inventory is always updated and changing according o the latest trend. Not to mention, they are considered one of the innovative fashion companies out there, which utilize social media to its fullest.
Not only they have multiple physical retail store across countries and cities for their customers to engage their products in, they also own an optimum e-commerce website that allows their customers to shop at their convenience. I noticed that they place notices on their retail stores stating “Can’t find what you’re looking for? Visit www. Forever . Com for more deals”. Their website contains many more items that can’t be found in their hysterical store.
I personally believe that social media helped them engage better with their customers. For instance, being a follower in their Mainstream, I realized that they often promote their merchandise by putting an outfit together or referencing a fashion flogger’s outfit that was from Forever. They further entertain their customers by hosting occasional giveaway contests and also posting random inspiring quotes to feed their followers. Faceable and Twitter, however still remains as their primary customer engagement devices.
Important shout outs, promotions or byways is still often hosted through these servers. Recently, they started a Youth account that provides outfit ideas along with promoting their merchandise, but has still not captured their customer’s attention yet as their subscribers are around two to three thousand. Up till now, Forever has done an amazing Job in being on par with many successful companies. Nevertheless, there are a few suggestions based entirely on my personal opinion that might further assist them in making improvements.
Firstly, it would be so much easier for customers to browse through their sales section of the tore if they made a few adjustments in providing a wider pass through for the walking zone and also more racks for these clothing so that cramping the variety of clothes wouldn’t be necessary. As for their video blobbing, I would suggest more educational videos to keep their customers entertained such as more outfit pairings, tutorials about what kind of clothes suits a certain kind of body shape and so on. With this, Forever would appear to be diverse in the fashion industry, and not a company which motive is Just to push sales.
In addition, videos about portraying the Meany’s culture could be a good idea to attract potential employees and also retain the existing ones. Next, creating an Android Forever app would expand their customer base outside Apple mobile users. Changes I would recommend: Present the sale corner better in the actual retail stores As for their social media, I would recommend: 1) Be more active in their video blobbing (either provide more merchandising info, or maybe creative methods to pair their clothes with) 2) Create an app for their own store ( have for apple, but not for android ATM) 3) Engage more in social bookmaking: Article:
Sale items at the back Located with other clothing stores. (Malaysia, new York, and the one in gateway mall too) Based on the article “Science of shopping” by Pace, Forever 21 did match his idea of placing “destination items” that people commonly would look for at the rear end of the store, Just to lure the customers to walk deep into the store. I noticed that most of their sale items were placed behind the store, and basics or staple clothing in the middle or behind the outlet. According to past experiences, the discounted items did motivate me to go further into their outlet.
At the same time while walking through sacks and racks of clothes, some did manage to catch my attention which is why this strategy placement is effective for retail stores. In addition, the theory Pace calls “butt-brush” theory where he suggests that retailers should avoid Jamming narrow isles full of merchandise was a note that Forever didn’t manage to perfect it. In general, their clothing layout did provide a sufficient amount of space for shoppers to walk past. However, I noticed that their sales corner was often neglected. For that section in particular, customers had to give way when other customers wanted to cross over.