Branded Environments

The word count of this assignment should be about 300. The two chosen fashion brands are Chanel and Saint Laurent. Do a comparison shop, or “comp shop” each of the environments, examining them using Judith Bell’s Look, Compare, Innovate method that is attached. Keep in mind how each of the retailers uses visual merchandising to communicate brand image to target customers. Discuss each of the following points: Look: View each store through “new eyes.” List the atmospherics that awaken your senses in their boutiques. Ask yourself the following questions: How does the store greet visitors? Is there a traffic-stopping or “landing-strip” display at the entrance? What is it like? What merchandise is featured at the entrance? Does it invite you into the store? Why or why not? Does the store’s visual merchandising give you a clear picture of the brand? How do the store’s visual tactics appeal to its specific target customers? Compare: Summarize your impressions and examine what they mean in terms of your own shopping behavior and your response to the visual merchandising techniques these retailers have used to create a branded environment. How does each retailer’s approach affect you differently? Innovate: Briefly list things each retailer does especially well to create an inviting, entertaining, and easy-to-shop atmosphere for customers. Please check images or reviews of the boutiques online for reference if needed.