A Golfsmith In His Shop Analysis Essay

Store Analysis of Victoria's Secret and Intimissimi Essay

1212 WordsDec 21st, 20125 Pages

Store Atmosphere
Store atmosphere is created by the design, color, and layout of the store. Both exterior and interior design affect atmosphere.
External factors: architectural design, signs, window display and use of color, which together create an identity for a retailer and attract customers. The image that is projected should be consonant with the ethos of the shop.
Interior factors: store lighting, fixtures and fittings, and layout. Color, sound, and smell can affect mood.
In this presentation we are going to compare two companies: Victoria Secret and Intimissimi.
The layout of both stores is free flow, fixtures and merchandise are grouped into free-flowing patterns on the sales floor – no defined traffic pattern. Works best when…show more content…

And a bit of a word for each color:
Black, psychologically means authority, power and control. Alternatively, it can be seen as sophisticated, dignified and serious, seductive and mysterious.
Negative side : if used too much depressing, pessimistic, conservative and serious.
White connotes simplicity, cleanliness and purity.
Pink - Psychologically pink is associated with compassion, nurturing, love, and romance. It is feminine and youthful in its softer shades, with more passion and energy in its deeper shades. Pink calms and reassures our emotional energies, alleviating feelings of anger, aggression, resentment, abandonment and neglect.
Combining pink with darker colors gives it more sophistication and strength.
The negative side is that it might too much pink could make a business look immature and girlish.
Most criminals are jailed to cells with pink environment because it helps to suppress their aggression.
They use lighting customers’ experience for example the lighting is successfully to manipulate very dimmed in the whole store which creates a feeling of more comfort and softness. Moreover they use it to attract attention to certain products, by placing the focus of the lights on them.
The display case also acts as a countertop customer interaction area for convenience. For example, if the customer sees the product he/she likes in a lighted display

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