I Do Windows

Heritage 1981

Posted in Fashion 49, Store Study Assignment by Arcadia on February 23, 2010

I’ve been so impressed with some of the Store Study assignments my students have been turning in, I’ve decided I would begin to post some of their findings:

By: Jen C. – Heritage 1981 store – Concord, CA

What does the store design tell you about the retailer?

The store design tell you that the retailer is inspired by vintage style and very into Americana.  They cater to a very specific group of young adults, but the environment makes that group anxious to come back for more.

Describe the store’s target customer?

The store’s target customer is both men and women in their 20s and 30s, who appreciate both current trends and vintage style.

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

For the most part, yes.  However, a lot of the racks are jam-packed with merchandise (the thick wooden hangers, although very pretty, don’t help the space issue much) and some of the shelves holding folded clothing were much too high for this 5’3″ girl to reach unless I was rocking some stilettos.  I guess next time I’ll come prepared.

Is it stock piled minimalist?

Stock piled.  Very, very stock piled.  However, that is to be expect from a store whose parent company is Forever 21.

Do the fixtures suit the store environment?

The fixtures definitely suit the store environment.  It’s a mixture of the expected, such as metal racks and wooden shelving, and the unexpected, such as vintage suitcases on the floor overflowing with scarves and belts.

Is the ambience fitting for the store’s image?

The ambience is very fitting for the store’s image.  They decorated with old suitcases, antique books, quirky mannequin heads, offbeat lamps, and vintage photo frames, full of modern people portraying the lifestyle of their target customer (or the lifestyle they want).  Every aspect of the store seemed to be such a quirky mix of old and new.

Does the lighting highlight the merchandise?

Overall, the store has minimal lighting and is pretty dark in most areas.  The displays throughout the store, however are well-lit with task lighting.

How is color used in the store?

The store is painted mostly dark blue, with wooden fixtures and flooring, and a few accent walls in bright orange with white trim.

Are the windows pleasing and drawing you into the store?

Honestly, I never would have entered this store in the first place if it wasn’t for their amazing windows.  There are window displays on either side of the entrance which are typical and contain three mannequins each (one for women, the other for men) with an American flag as the backdrop to each.  There are two ways to enter the store, with the entry ways divided by a third display in which mannequins are set on top of old books.  On the other side of each entry way is another display and behind the glass are red, white, and blue buttons (think “Vote for Obama!” versus “Oh crap, my sweater is missing a button”), hundreds and hundreds of buttons, filling the entire window floor to ceiling.  I can’t even explain how awesome it is.

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

The only thing I would change about the store is how much they pack on each rack, much like their parent store Forever 21.  although it’s a lot cleaner at Heritage 1981 than Forever 21, it’s still difficult to shop with the racks as full as they are.

Thanks Jennifer for turning in a great assignment this week.  Job well done!

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