I Do Windows


Posted in Fashion 49, Store Study Assignment by Arcadia on March 22, 2010

Another great student store study:

L’Occitane by Mino S.

What does the store design tell you about the retailer?

I see a character in this store.  It does bring the image of Provence, France in the store by the overall ambiance, use of unique color, fixtures, and lighting.

Describe the store’s target customer?

I’m sure that most of the target customers should be women of all ages since they have been growing so fast in the last few years and have retailers in every city and every country.  I’m one of their customer’s too!

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

Yes it is.  When I was at the store, I felt like I was visiting someone’s vacation villa located in Provence.  They have common but stylish fixtures that help customers access the merchandise easily.

Is it stock piled or more minimalist?

More like stocked piled since they have displayed a bunch of the same products arranged friendly and nicely.

Do the fixtures suit the store’s image?

Yes they had some wooden standing shelves and black stainless shelves arranged nicely in harmony with overall ambiance.

Is the ambiance fitting for the store’s image?

Yes, it shows me where the origin of the brand and merchandise comes from and it seems like they are proud of where they come from.  When a brand does that it lends credibility.

Does the lighting highlight the merchandise?

They don’t have bright and straight beam lighting, but they have warm (like orange color) lighting and it was not hard to see the merchandise though it does not have a function to emphasize a particular product.

How is color used in the store?

The store has the combination of yellow ocher, red clay, and dark brown (when they used lines) and I thought that the colors mixed very well.

Are the windows pleasing and drawing you into the store?

The window of the particular store I went to was very small, so there was not much of a window display.  But the door was wide open and big so I could skim the store’s ambiance through the door well.

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

I like the fact that the store was selling bunches of lavender flowers (it helps the “villa” image) but the flowers had not much of a fragrance any more, so I wish they changed the flowers more often.  I would buy a bunch if they had their full fragrance left.

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