Place and Summary of top Recommendations. Business & Marketing.

Place and Summary of Top Recommendations
By:
Place
Store Exterior
* Pairs well with the mysterious brand image
* While the storefront is small, it has a large sign that reads “VINTAGE”
* The spiral design painted around the entrance gives continuity from the previous location
The above elements together communicate the Black Market brand image- ‘you never know what you will find when thrifting’, thus attracting their target consumers.
Lighting
* The lighting system showcases the merchandise, thereby enhancing the shopping experience
* Different lightings have been installed at different places to enhance the experience- ambient lighting near the door, task lighting at the changing room, blue lighting at the corner to illuminate nightdresses, task lighting at the cashier counter, and white lighting in the center.
Signage and Visual Merchandising
* Cluttered feeling due to the interior signage and visual merchandising
* Need to limit to a few signs that can be easily read and understood.
* Use of signs that emphasize placement
Experience Retailing/Marketing
* The earlier underground store provided a unique experience as per the brand image
* The new store is a modern version of the earlier store with a larger retail experience due to improved layout.
* While the current layout is better organized than the earlier store, there is a need for enhancing the ‘experience retailing’.
Atmospherics-
* The exterior gives a fun approach to the store
* Huge overflowing racks are mismatched
* The use of hanging lights gives a vintage vibe
Recommendations
Retail is often considered to be a cut-throat industry, as there are numerous stores offering similar products. These stores compete to acquire and retain customers (Kotni, 1). There are three aspects of the business on which the store must focus on:
Product Placement: Product Placement has a significant influe...