help with discussion

Select a retail store to visit.  You will be observing the store to see if you can identify its “personality.” (Just as people have personalities, so do stores.  And just like your personality probably turns some people off and others on, a store’s personality attracts some customers and repels others.) Components of a store’s personality included: atmospherics (the ambiance of the store ‑‑ created by what you hear, see, smell and intuitively sense inside a store); service personnel; and other customers. You will be gathering the following information to use in a class discussion on this topic:

• Record the name and address of the store.
• Describe the physical environment, the customers, and the employees.
• How do you feel in the environment?
• What is the target market? How do you think people in this group feel in the store?
• Does the environment consistently convey the image desired by the store? If yes, how?  If no, why not and what should be changed?

Reply to 1 classmate.

Classmate 1:

 Name and Address 

1. Zara
2. Garden State Plaza Blvd #1, Paramus, NJ 07652

• Physical Environment, Customers, & Employees 

1. Physical Environment: The store is predominantly white with black accents all throughout. It is 2 floors, with an escalator running between them. The top floor is the women's section while the bottom floor is for men and children. The store is highly modern with sleek finishes and minimalistic displays. The store is on the organized side, however, it can get messy during rush hours. The store utilizes fluorescent lights on the ceiling and presumably led lights within the displays.
2. Customers: The customers within the store vary greatly. Zara attracts a wide demographic since there is a women, men, and children section. It ranges from babies upwards to those nearly in their forties. Most of Zara’s customers are fashion-forward, and looking for the latest trends. They are also on the market for quality clothing sourced mostly from Europe. 
3. Employees: Most of the employees at Zara are helpful and knowledgeable about the ins and outs of the store. I needed assistance with a size that was not in stock and an employee swiftly assisted me in arranging for an in-store pickup later in the week for the size I needed. The employees are evenly distributed throughout the store whether they are checking customers out, folding clothes, managing inventory, or facilitating the fitting rooms. 

• How do you feel in the environment? 

1. Zara’s environment makes me feel comfortable and energetic. The ambiance and music are relatable to me, and most of the style choices are something I would consider purchasing. I feel as though I can spend hours in the store picking from their wide selection. The shopping experience at Zara is always exciting because each time I go, they usually have different items on display to choose from. 

• Target Market/ How do people in this group feel in the store 

1. As previously mentioned, Zara’s target market ranges from men, women, and children who are between the ages of 0 to about 40 years old. This places consumers between the millennial and generation z area. This demographic is searching for trendy, fashionable, and relatively affordable styles to choose from. Zara’s primary target market lives in North America or Europe. 

• Does the environment consistently convey the image desired by the store? If yes, how?  If not, why not, and what should be changed?
  1.  I personally believe that Zara’s environment displayed throughout the store accurately depicts the company’s image. The sleek and minimalistic design aligns with the brand’s goal to form a modern identity. The lighting, ambiance, and shopping experience attributes to my (and many others') positive perception of the brand.