I Do Windows

Bell Jar

Posted in Fashion 49, Store Study Assignment by Arcadia on March 2, 2010

Another student’s Store Study Assignment:

By Carmen Y

Bell Jar – 3187 16th St., San Francisco, CA

What does the store design tell you about the retailer?

The merchandising alone is enough reason for someone to visit Bell Jar.  The merchandise is carefully selected and beautifully displayed.  As soon as yo enter the store, you feel as if you have entered a different realm of fantasy full of vintage finds mixed with designer duds.  To top it off, the color contrasts of the walls, wallpaper, furniture patterns, prints, and textures all ties Bell Jar together and definitely classifies it as a one-of-a kind boutique in SF.

Describe the store’s target customer?

The target customer is a woman in her 20s to late 30s age group who is sophisticated, chic, and has a creative taste for both vintage and designer finds.

Is the merchandise displayed in an accessible manner for the customer?

Yes all the merchandise is displayed in an accessible manner for the customer.  Their vast range of merchandise includes, candles, soaps, home décor, clothing, stationery, small knick knacks, and so much more.  Every item is carefully displayed in a very accessible manner – never too high up and certainly never too far from reach.

Is it stock piled or more minimalist?

Some merchandise is stock piled, such as small vintage finds (ie: postcards, books, soap, lotions, and small knick knacks).  The merchandise that are definitely minimalist are special one of a kind items such as a large antique item, shoes, and certain pieces of clothing.

Do the fixtures suit the store environment?

The fixtures in this store range from various lighting fixtures, vintage carriers, bird cages, various unique paintings, tables, and stands of all different shapes, and sizes, a moose head on the wall, and the list goes on and on.

Is the ambience fitting the for the store’s image?

The ambience is very fitting for the store’s image because it automatically gives off a very unique yet chic vibe.  All the different colors, patterns, and textures splashed throughout the store definitely creates a unique one of a kind experience for their customer.

Does the lighting highlight the merchandise?

There is plenty of lighting at Bell Jar.  They have two large storefront windows that gives plenty of natural light into the store.  There are also plenty of supplemental lighting fixtures (both small and large) inside the actual store that definitely highlights the merchandise assortment that Bell Jar carries.

How is color used in the store?

There are a lot of different colors (both bold and soft) and various textures used in the store.  Each wall and each room is decorated different with a mixture of patterns and textures, thus creating a very creative yet chic environment.

Are the windows pleasing and drawing you into the store?

Bell Jar has two very creative and inviting window displays that are always fresh and definitely draws the customer inside the store.  They use a mixture of furniture and other items to beautifully merchandise an innovative concept through their displays.

If you could make changes in the store, what would they be?

There is such a large selection of merchandise at Bell Jar that it can get a little cluttered and confusing inside the store when you are browsing for certain items.  Things are arranged together on the same tables, or rack and sometimes I feel confused on how or why the layout of the is set the way that it is.  Therefore, the change that I would recommend for Bell Jar would be more organized when it comes to arranging their vast array of merchandise.

Thanks Carmen for turning in a great assignment.  Job well done!

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