Today I went to the Mall
Here is what I learned.
Stores like Hollister and Abercrombie do a great job of forcing the shoppers eye on the clothes and products. They achieve this by only using spot lighting throughout. Hollister does a better job (at Ross Park Mall). I think both stores try to get you lost in the space by making everything look the same so the exit is actually hidden. I didn’t get lost but I was impressed at how easily I thought I knew where I was going. Both stores play their high energy music so the environment felt energetic even though I was the only shopper there.
The older more adult oriented fashion stores had way less product, simple presentation. Some to the point of only displaying one size of some styles. Personally I enjoyed this shopping experience more although the amount of offers for help did get a little annoying (sometimes). I’d rather have more help then none when I need it.
The major difference that I noticed is that the adult oriented stores had your basic signs. Pointing out gender, information, size, style, sale, etc. Where as the HS oriented stores had next to zero signs. No reading. It wasn’t necessary I knew where the jeans stopped and shirts began. The men and women were separated with large photos.
Very interesting. My next viewbook will hopefully be under 500 words.
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Michael Sorg
July 25, 2008
Both shopping experiences still seem to perplex me. But I guess neither really represent my style either. I find those that do “fit” me have become very busy and loud (ie. Spencers and Hottopic).