Observation & Images

Due to me not being able to go to Abercrombie & Fitch store an observation, experiment was taken in Hollister, the A&F umbrella brand. There are observation of the store on the customer, as well as the style/ design of the store and images taken. 

Hollister

On the Thursday 27th December 2018. For 1 hour, around 4:30- 5:30

Sales were offered for both male and female sides. From 40%-60%.

Items that appear to look like they were popular and customers were buying were, Girls - jackets, jumpers, crop tops and trousers. Boys- t-shirts and jeans, jumpers 

The store looked busy and packed, there were less ares to walk around.

60 individual women enter the store and 47 had taken a purchases where as 40 males had entered the store and 15 had taken a purchases. This is also shown as different age group people were taking purchases.

On the Thursday 3rd January 2019. For 30 minuets from 12:30-1:00 

Sales were still showing more 50% offered where available. Some sales start fro 20%-40% 

A difference from last observation as less customers were there and it was less quiet. 

10 individual males entered and only 3 purchased and items, 35 females had entered and 25 had taken a purchases. The individuals all looked from different age groups. Showing not only teenagers will be taking purchases from Hollister. 

The location of the store that was observed was in Sheffield, Meadowhall. It is located in the upper high street area near boots. 

The atmosphere around the are Hollister feels relaxed, by bringing out the California lifestyle, allowing teens to experience the feeling. The sent by the store is every powerful, and can be found from their fragrance section. The store has the beach like music playing in the background and is still known for the dark settings that customer experience. 

Store design is still bringing the forest from the wooded flooring and interior. They still brought the surfboards to the store to bring the deign of the beach lifestyle. However the back of the store has been shown to be forgotten as all the clothes are just thrown around hanged up and finding a similar pattern would be difficult, as well as finding from customers' experience.

Abercrombie & Fitch 

The location of Abercrombie & Fitch was in London around Savile Row. It was founded at the corner back around the busy area of London where it would likely go unnoticed by shoppers. 

The atmosphere of the store was similar to the dark, but bring a cosy feeling which has always been a signature move by the brand. The low light brings a unique feeling and is different. 

The front design not the store shows a good window display allowing shoppers to see what they can be offered to buy. Also showing a fake fireplace is still bringing the feeling of the cosy/comfortable feeling. In each area corridors would lead to an individual themed room which is separated by each category: hyper feminine, logo apparel, outerwear, menswear and accessories

(All images & observation for the Abercrombie & Fitch store was done by Georgia Berry)