Week 3 (Branding feild trip)

Week 3 of Survey of design the objective was for I as well as my fellow group members to visit four major fashion stores three of which were similar in demographics and the fourth being a different boutique.

 The first store we visited and examined the overall characteristics of was H&M. When looked inside, H&M’s appearance was very urban and seemed as if their target audience was the upper and middle class. But when looked a little deeper within the store I found out that the prices of their clothes were very middle class and affordable to some lower class. Inside H&M the environment was very “city like” bringing me to a conclusion that their target demographics were towards mid-teens to mid/late twenties. That being said this store had just about every type of clothing for those age ranges. However, by the looks of the people I seen walking in and out of the store it seemed like their target audience was the late twenties to early thirty’s age ranges of men and female. The clothing of the store was very modern to what people are wearing today. The store layout was very classy sort of like a spotlight type of look with the colors being black in white. The typography was very common not to difficulty to see or read, the font consisted of a sans-serif look a font that you would see in general stores. The store had no texture but still kept its flat classy look. The space of the store was compact but very organized making it very easy to identify different clothing sections. If this store was a character I would say it would be Dwayne Wade of the Miami heats because he can rock any type of look casual, urban, professional all of which this store offers.

Pictures i took of clothing products from each store.

Clothes from H&M

Clothes from H&M

H&M clothing

H&M womans wear

H&M womans wear

H&M clothing

H&M clothing

The second store we visited which totally set itself apart from all the others was Urban Outfitters. The demographics of this store judging by its name were extremely urban. The main targeted audience was for the mid-teens as in 14to15yrs to about low 20’s.The product line was evenly split between young males and young females. The store layout was urban almost sending out the impression of a basement or ware house type intended for a younger crowd. The music of the store was acceptable among most ages somewhat of a rock sound. The color pallet was minimal only consisting of wood type colors and different shades of brown. The space in the store was scattered making it hard to identify different clothing sections within the store. This stores clothing was a lower class look but with middle a class price, one belt was 50 dollars. The typography used was sans-serif and extremely bolded for people to clearly visualize but minimum usage around the store compared to H&M. The lighting of the store was sufficient everywhere with certain lights spotlighting clothes that are in season. If this store were a character I would say it would be lil Wayne because he wears clothes that are very urban and teen like.

Some close from Urban outfitters

clothes from Urban outfitters

The third store we visited was Anthropology. Their Target audience focuses mainly on females being fact that it’s an all-female store therefore, females of mid-30s to early 40s have a broad selection of clothes within this store. However Anthropology does offer a small section for young woman on the second floor. Anthropology and Urban Outfitters are designed by the same corporations therefor, the look sort of alike. Anthropology’s store layout is a basement/den look and is very urban like. All clothing is designated for the women and none to offer for the men. The store space is very wide and offers somewhat of an organized perception of what’s within the store. The music of the store was feminine and pleasant to the female audience of the store. The Color pallet was minimal offering a soft look, with colors of a low toned brown with white and very a small amount of a dark blue background in the front area of the store. The lighting was sufficient, like other store only spotlighting things that are in season. This store defiantly had a middle class look with an upper class pricing.

Clothes from Anthropologie

Clothes from Anthropologie

Clothes from Anthropologie

Clothes from Anthropologie

The fourth and final store we visited was Gucci. Compared to the previous stores we visited this one was specifically and efficiently targeted to one class, the upper class. The store layout was very luxurious which also had a luxurious color pallet of grey, white, and black. The clothing was designated to the mid 20’s to middle aged women but mainly on the women who are around the 30 to 40 year old range. The prices of their clothes were of course targeted towards the upper class. The lighting unlike the previous stores was extremely bright light in all directions even the products. You feel like you have money when you enter the store. There wasn’t any typography located anywhere in the store and no music was provided either. The prices of the clothing were hiding within the clothes or the product making it hard to identify the price values. Everything seemed very well kept and maintained, with nice and not to mention conferrable carpeting and furniture.  This store has a lower tolerance then the other stores we visited, if you’re not a serious buyer then you can’t just sit around their merchandise.

Gucci products

Gucci products

Overall all the stores we visited seem to have at least one similarity with each other in demographics such as how most of the stores focused on the age groups of 20s to late 40s.Three out of the four stores had had good music to listen to and was setting a good mood with its customers we also noticed that almost all of them had a middle class to upper class look but a upper class pricing. The Lighting was sufficient in all the stores but color was limited in the majority of them. Last but not least the typography of each store was kept to minimum but enough to communicate to the audience. All of the store layouts were unique and emphasized the brand.

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By *Earl D. Jones*

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