For shopping report 2: You must shop 2 different retailers. One Brick and Mortar location and one Ecommerce. Discuss the differences between the retail location and retail website based on the format above. These retailers should be similar in product - for example if you have chosen a juniors brand like the Brick and Mortar Garage you should choose an appropriate comparison for online analysis. ?Grading:) ?Your grade will reflect your effort. I will break down your grade according to rubric given.
Introduction:
Retailing involves the sale of goods to the ultimate customer. All retailers perform certain basic functions and develop satisfying assortments of goods and services for select market segments. However, there are many different types of retailers and stores that vary considerably in size and mode of operation.
The purpose of this exercise is to focus your attention on two retailers that compete for the same target market:
For Tommy Hilfiger, Please check online to collect information. https://usa.tommy.com/
1. What type of stores are they? ?
J-crew(department store) andTommy Hilfiger(online store).
2. How do they operate?
3. What is there assortment?
4. How do they define their various departments?
5. Who are their target customers? ARE YOU SURE? PROVE IT.
J.Crew's and Tommy Hilfigertarget market are bothmen and women who are working professionals and are upper middle class individuals. Age between 21 to 45.
6. Are both retailers selling essentially the same kind of goods? Why/ Why not? ?For each store discuss the above points as well as the following: ?
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Part)One:)The)Store)Below I will provide all information about J-Crew.
. 1. Give the name and location of a retail store.
. J-Crew. I will add location in the paper later.
2. Briefly describe the store's merchandise assortment in terms of departments and style. Is it a singleline or limitedline store? (Does it focus on one item or many?) Focus on many items.Specialty retailer.Is this retailer a luxury retailer, moderate or discount? High quality moderate retailer. Does the store stress high turnover or low turnover of merchandise? (How quickly does it sell its goods?) High turnover
3. Briefly describe the store in terms of its price/service blend. (Does the store's service match its prices? Why/why not?) Yes, It does. Reason: Store decoration is nice-looking, shop assistant and stylist are always ready to help.
4. Briefly describe the customer that the store appears to target. (Who is shopping in the store versus their marketing.) J.Crew's target market is men and women who are working professionals and are upper middle class individuals.
Part)Two:)Merchandise)Guidelines)Include)
1.List 5 key elements of product that defines the target market. Shirt in stripe or pattern mixing, Jewelry, Blazers, Swimsuits, Polo shirt
2.Where are these items located and how are they displayed?ExpensiveJewelries are placed in showcases in front of checking counter. Polo shirt are folded and piled in cabinet, other products are hanging up on the racks 3.List products being promoted. Field Mechanic Jacket; Midi Skirt in Cotton Clip-Dot;Sailor Pant in Stripe; Cotton-Linen Blazer in fine stripe; Band-Collar Selvedge Chambray Shirt; ?4.How is merchandise in the store organized?
Part)Three:)Other)Factors)to)Include)that)are)NOT)Product)Related)
1) What is the location of your store in geographic terms? In what type of shopping environment does it exist? (Mall, downtown, free standing?)
2) Who is your target market? How do you know this?
3) What overall image is the retailer attempting to convey?
4) Consider these key points of layout strategy and discuss each: ?a)Façade and entrances Blackshop-sign with white font. Large shopwindow. ?b)Floor plan Three rooms in total, Main and biggest room for women's clothes, second biggest room for men's wear, the third room for children's wear.?c)Traffic flow patterns locates on high traffic area. There are public transportations nearby. ?d)Fixtures - (type and placement) e)Merchandising ?f)Visual displayBooks, Long play, Metalmodern style artwork ?g)Security factors.Cameras and security guard at front door. ?h)Safety factors ?i)Perimeter areas Locates on shopping avenue where lots of department stores are nearby?j)Ambiance - (lighting, sounds and aromas) soft and bright yellowish lamplight; Dance, R&B, Electronic music ?k)Color and material selections Wooden Floor,Redwood cabinet, white wooden ?l)Signage white board with black font or black board with white font; discount signage is green board with white font m)Positioning of elevators, escalators and stairways (if applicable) no n)Space productivity middle?o)Flexibility of floor space very flexible?p)Stock keeping and service areas check counter is in front of the front door, fitting roomlocates between women ‘swear section and men ‘swear section.
5. Consider the fine line between store layout and visual merchandising. Where does placement of merchandise and fixtures leave off and where does artful display take over?
Basically where is their visual versus merchandising? 6. Approach this project from both retailers' and customers' points of view.