This week’s store study assignment is by Lisa G.
Ted Baker, Union Square– San Francisco, CA
What does the store design tell you about the retailer?
Overall this store is not that big and they only carry a small selection of each size. The store is very inviting and there are a lot of bright colors throughout the store especially when focusing on the clothing. From the store’s layout and clothing selection I would say it caters to somebody with a more European taste for clothing and somebody who is a little bit edgy and willing to try a look that might be outside the box.
Describe the store’s target customer?
I would say the target customer is somebody in their 30s who can afford to dress nicely but yet still not spend an exuberant amount of money. Their target customer is definitely into fashion and wants to select clothing that is going to get them noticed.
Is the merchandise displayed in an accessible manner for the customer?
Overall I would say the merchandise is displayed in an acceptable manner but as I stated above the store is kind of small. With that said I think they have too much clothing in the store. They have a lot of racks throughout the store so it makes it hard to move around. I would eliminate some of the clothing racks.
Is it stocked pile or more minimalist?
The store is more minimalist and there is no stock piling. There are a few pieces laid out on a table for show but overall there are just clothing racks throughout the entire store.
Do the fixtures suit the store environment?
This store does not have a lot of fixtures b/c there isn’t that much space. The fixtures that they do have, do fit the environment. I like the large light structure in the middle of the store. ( see photo )
Does the lighting highlight the merchandise?
Yes, the lighting highlights the merchandise. The lighting in this store is very bright and enhances the clothing since a lot of the clothing is in bright colors. The lighting is especially beneficial in the dressing rooms. The dressing rooms at this store are huge and good lightning makes it that much easier for you to see what you are actually trying on.
How is color used in the store?
The clothing in this store is very colorful. They do not keep to the black, white and gray tones. The clothing that was out today consisted of reds, blues, bright pinks and a few black and white items. I would say besides that they do not use that much coloring. The interior walls are a brown/ wood coloring.
Are the windows pleasing and drawing you into the store?
The windows are very simple since they are having a 60% off sale. When I look at the mannequins in the window I am not drawn to the store based upon what they are wearing but more so that there is a 60% off sale happening. One window display advertised their new collection and another window displayed let the public know about the sale. For the Sale window I like how the word Sale was written across the window. For the new collection window I think it is kind of boring and it wouldn’t grab my attention and draw me into the store.
If you could make changes in the store what would they be?
1. I would change their new collection window display to something exciting that is going to draw people into the store. First off they have 4 models and I know in class we learned to have an odd number of mannequins. Second, there is no exciting focus point in this window display. When I look at this window my eye goes directly to the center which is a pile of purses. I would maybe do some theme around their new clothing line. They should think about who is going to be purchasing their new collection and do a window that targets those customers.
2. I would remove some of the racks in the store and consider building shelving into the wall so they can fold some merchandise and place it on shelves. There is not much space to walk around in this store and all the racks on the floor make it even more difficult. I thought the men’s section was way too crowded.
Thanks Lisa for a great assignment!
(image above via: Lisa G.)