Store atmosphere is created by the design, color, and layout of the store. Both exterior and interior design affect atmosphere. External factors: architectural design, signs, window display and use of color, which together create an identity for a retailer and attract customers. The image that is projected should be consonant with the ethos of the shop. Interior factors: store lighting, fixtures and fittings, and layout. Color, sound, and smell can affect mood. In this presentation we are going to compare two companies: Victoria Secret and Intimissimi. The layout of both stores is free flow, fixtures and merchandise are grouped into free-flowing patterns on the sales floor – no defined traffic pattern. Works best when merchandise is of the same type, such as fashion apparel. It can be seen in the pictures that both stores layouts are very convenient with large corridors to ensure customers traffic inside the shop is as smooth as possible, E.g. individuals in wheelchair and mums with prams. . The difference we found between both stores’ objectives are that Victoria’s Secret colorful and varied products are more difficult to find, since the shop offers too many distractions as one enters. For instance, glittering floor, different sections with many colors and lightening plus pictures of their own models hanging on the wall. On the other hand Intimissimi offers an easy to browse layout as it is mostly plain with less products displayed in the middle of the store. The distractions for the eyes are limited to the minimum. Additionally to the layout, both stores have followed the rule of the eye-height when it comes to exposed products on shelves. The pictures clearly shows that the shelf is no higher no lower than the cashier’s head and this is done intentionally according to a research that reveals the most strategic positioning of goods in stores. Color has meaning and can be used to create the desire atmosphere in a store. The colors in VS are...
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