EOC: Ch. 6 Exercise

How do retailers convey their brand image through their retail stores? Visit a retail store and observe its atmospherics, store marketing, fixtures, customer service, and sales associates. Does the retailer convey a specific brand image to the customer? What is it? Is a story being told? How does the store space influence your opinions about the products being sold?

Retailers convey their brand image through their merchandise, associates, and the overall vibe they try to exude with the layout and flow of the store. I recently visited Urban Outfitters and I absolutely love this store. I have loved this store since I was around the age of 15. They have a vintage/ retro feel and they carry everything from clothing all the way down to little nick-knacks that you probably never will use but you still want them anyways. Each location is designed a different way in terms of layout but they all carry the same funky merchandise. The fixtures are racks, shelves, tables, the usual but they are not hard looking. They are soft and inviting. The associates I found to be super nice and very helpful. They seem to really like their job and in return they give great customer service.

“Urban Outfitters is an innovative specialty retail company which offers a variety of hip and kitschy lifestyle merchandise to highly defined customer niches through its stores in the United States, Canada, and Europe.” (http://www.avenuecalgary.com/node/49428)

“I love a great growth stock as much as the next stock junkie -- but a Foolish growth company like Urban Outfitters (Nasdaq: URBN) is even better. Companies growing Foolishly create value even as they expand. That means you can jump into them today without waiting for a mishap to create opportunity.”- David Meier (http://www.fool.com/investing/general/2010/08/23/urban-outfitters-knows-how-to-grow.aspx)

Urban Outfitters offers consumers numerous ideas, and merchandise but they don’t over power you. With the design layout you can easily get to and see the merchandise and it’s not cramped, crowded or messy. I think this store is well off and know exactly how to attract new and old consumers.