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A reflection: Retailers and their personalities May 4, 2009

Posted by idara in Uncategorized.
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After our 2 field trip class projects…The Stanford Shopping Center experience + the 1185 Anthropologie visits, I have noticed it takes a lot of work to come up with a particular “personality” for a retail outlet, and even more work to adhere to that personality.  All the retail outlets our team visited are national if not global retailers.  I found it interesting the expectations and pre-conceived notions we walked into each store with.  For example, as we ultimately presented on Tiffany’s, most of our qualms came from the fact that the store we went into did not live up to the “personality” it has always claimed.  tiffanys2We went in there expecting the Tiffany’s experience and walked out with something else, dissatisfied.  When we walked into Nike, we wanted the “nike” experience, but again left, dissatisfied.  Though a giver of harsh criticism to what lacked in both stores, in defense for these specific outlets, in an industry with fairly high turnover from store to store, how does a parent company adequately “force” its personality all over the country or globe?  Sure there are specific store set -ups, color schemes, or even lines that must be said to all customers (“would you like fries with that?” as an example), but how does a company deal with the cultural differences while maintaining their personality?  For instance, Tiffany’s a high end jewelry retailer advertises the personality of having class, being expensive, and a bit elitest, but in the store this personality came off as cold, unwelcoming and disorganized – clearly there was some disconnect.


While I cannot say much about Anthropologie being that, I’ve only been to one Anthropologie once, I can say it had a very homey, welcoming, feel-good ambiance to it.  The scents were breath taking (I think I might go back and get that guava-pineapple candle), products were eclectic, but highly detailed with a green flare.




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