This assignment requires that you visit at least three brick-and-mortar retail stores Ralph Lauren. Select a set of stores that sell the same general product category. (Note that websites do not qualify; they must be physical facilities that you can visit.) Visit each of three at any point in the semester. Shop them through the eyes of a retail store merchandise buyer, as though you are responsible for the overall look of each store and how it supports the store’s branding and market position. Introduction
Provide an introductory paragraph stating the product category that is the focus of your analysis. Also state the date(s) and time(s) you visited each retail store.
Target Market
Discuss the lifestyle, age range and gender of the target customer for each store. (This should be the primary or main target market, and should not include all potential customers.) Also summarize the brand image or market position for each.
Point of Purchase Signage, Visuals, Store Experience
Describe each of the following aspects of the marketing for each store separately:
Merchandising/Merchandise Presentation
• Signage inside and outside the store,
• featured products (often those displayed prominently upon entering)
• in-store displays
• general colors, fabrics, or styles displayed
• in-store graphics
• background sounds/music
•Employees/Sales Associates
• Attire
• Level of interaction with customers
Overall Brand/Message
Summarize the “overall message” or “story” each store communicates to customers through its merchandising and employees. Describe how this corresponds to the store’s brand image or market position.
Store Comparisons and Critiques
Describe how each store markets to its customer through its overall store experience. Identify which store was the most appealing to you, personally, providing justification. Justify your position in terms of strength of messages, consistency of presentation, impact of merchandise, ease of shopping experience, and responsiveness of sales associates.
Personal Insights
What insights did you have as a result of this exercise, or what did you learn from it?
One store i visited was in South Carolina Charleston Ralph Lauren. It consisted of 95% of African American employes. All had to wear Ralph Lauren clothing as their outfit, no music in the store. They had props such as mechanic dolls, horse saddles, polo sticks and retail clothing for summer was the majority and sales were on the winter clothing. Employes were friendly and willing to help it was one of the biggest stores i have visited out of the three.
The other store was in New york Manhattan. It had African American and white employes. All had to wear Ralph Lauren clothing as their outfit, no music in the store. Their props were the best they had a actually fake horse in the store with and mechanic doll on it playing polo. They also had the owners picture in the store at different events. Very helpful, kind and willing to assist in anyway possible. It was spring clothing as the majority sales through out the store with winter clothing on sale. This was the second biggest store i visited.
The last store was in Maine Free port Ralph Lauren. Only one African American employe the rest were white. All had to wear Walph Lauren clothing as their outfit, no music in the store. Few props had some polo sticks at most consisted more of mechanic dolls. Employes were helpful, willing to asset in any way possible. It was spring clothing as the majority sales through out the store with winter clothing on sale.
Each store had few different items that the other store did not. They had the same marketing plan such as email, or paper mail to advertise if you give them their information. My favorite store was the one in New York, second in South Carolina and third would be in Maine.