Paying AttentionAn Observation Exercise

Crash Creativy Course

Yoleidy Carvajal@yoleidycarvajal

I went for a little walk to observe some of my favorites stores with “fresh eyes”

• Desigual• Zara• Forever XXI• Natura• A Loja do Gato Preto• Zara Home

What did I observe at Desigual?Insights

• The walls are painted in dark colors to emphasize the design on the fabrics.

• The motto of the company (“Dare to be different”) is written in the walls around the store.

• All items are so similar that people need to browse through everything to get the one they like the most.

Hidden Opportunities

• They claim their products are “unique” yet no customization is available at the store.

• The style could be a huge hit with kids as they love to wear lot of colors but Desigual seems to put less effort developing this side of the business.

• No places to seat; men don’t like to shop but they could tag along a bit longer is there was a place to sit.

What did I observe at ZARA?

Insights

• The walls are painted in light colors to emphasize the modern and minimalistic style.

• Everything in the store makes you feel like you can be a model too.

• Employees won’t approach customers unless they have a question about a product.

Hidden Opportunities

• Sales experience could be improved by placing an employee to welcome customers and explaining where they can find the products.

• Clothes are kept separated of accessories; showing them on a mannequin could help raise awareness of these.

What did I observe at Forever 21?

Insights

• Only store at the mall that offers both regular sizes and plus sizes.

• Proud to be American; there’s a section of the store that’s always dedicated to “Los Angeles”.

• Although the target is young women, employees engage in conversation with men to explain about the new line of male clothing.

Hidden Opportunities

• Customer are not aware of the “plus size” section of the store. Since this is the only store in the mall with bigger sizes they could promote this more.

What did I observe at Natura?

Insights

• The ceilings are full of fake plants to help you feel like you are in the nature.

• All products in the store are made of recycled or non-toxic raw materials.

• Customers come to buy either clothing or accessories but often take time to look over all the innovative / crazy items that the store offer.

Hidden Opportunities

• Changing rooms are very small and limited compared to other stores. Customers won’t buy clothes unless they try them out but will give up if they have to wait in line for the room.

• This is store is about nature; it could be a good idea to introduce products related to recycling and earth conservation.

What did I observe at ALDGP?

Insights

• I learned that “Cats have staff” (employees were t-shirts with this message in their backs).

• Cats motives are all around the store.

• Employees won’t approach customers unless they have a question about a product.

Hidden Opportunities

• The t-shirts were great and made people laugh. It could be good to allow loyal customers to get these shirts (or similar) if they spent “x” amount of money.

• The store doesn’t offer too many decorations for kids room. It could be a good idea to open a “kitten” section for them.

What did I observe at ZARA Home?

Insights

• The walls are painted in light colors to emphasize the modern and minimalistic style but also to combine with all the products.

• There’s a distinctive fragrance at the store; if you spend too long; you start sneezing (even if you are not allergic).

Hidden Opportunities

• I didn’t know that the fragrance of the store was available for sell. Perhaps this should be located near the cashier for people that have liked.

• The discounted products were not easy to see. Perhaps employees should let customers know about these.

The EndThanks for watching!

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