Shopping report (Brandy Melville in Santa Monica & Westwood)

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Shopping Report (Brandy Melville)
Environmental factors play an important role in influencing the feeling states of shoppers and can help to create positive shopping experiences for clients. Since Brandy Melville mainly attracts young girls, this report offers insights on how the brand has designed its stores to offer the best shopping environment for its customers.
Brandy Melville Santa Monica:
Address: Santa Monica 3rd Street Promenade
Date Visited: 16th October 2018.
Shopping Environment
322897559690000The Brandy Melville store at Santa Monica offers a fun and enjoyable shopping experience. To begin with, the store has convenient parking for its shoppers. The store has a large window at the front, which displays their latest arrivals and bestsellers. Inside, the store is well-maintained with clean wooden floors and warm fairy lighting that give the entire store a relaxing and comfortable mood. The store has enough walking space all around, which is very convenient, especially on a busy day. A majority of the clothes were folded with some arranged on shelves at the sides of the store, while others were arranged on shelves located at the center of the store. A majority of the staff were very welcoming. The store, however, had little customer service as the salespersons did -70358075184000not show much attention to shoppers.
A majority of customers were young American and European girls, a majority of whom seemed to fit the age of 12 to late 20s. I also noticed that a majority of them were skinny, which is understandable because all of the clothes were small.
The store did not have many decorations. It had an American flag hanging from the back of the store. The brick wallpaper matched with their retro designs and the shelves were made from varnished wood. The clothes were hanged from black metal bars. The store also had a large display window at the front, which draws the attention of passersby. The inclusion of signage at the store was also helpful in directing customers to specific types of clothes. The main focus was at the tops with retro graphics that were hanging from the center of the store. The current fashion trends featured at the store were the Red, and Black Robbie dresses in floral prints, Wide leg pants, oversized shirt, wrap dress, tank tops, and light Pantone purple.
Product Categories
The store only sells one-sized clothes for young girls, as well as accessories.
Clothing: Outerwear, Sweaters, Tops, Dresses, Bottoms, Bodysuits, and Jumpsuits
479107529337000Accessories: Belts, Scarves, Patches, Socks, Hats, Caps, and Jewelry.
Price List
Jamie Top $6
Heart Ankle Socks $6
Gold Heart Locket Necklace $8
Amalie Top $23
-30543535877500Katherine Cap $14
Gold King of Diamonds Necklace $10
Gold Angel Charm Earrings $5
Green and Silver Buckle Belt $12
Toby Tank $14
Jack Turtleneck Top $22
4105275172085Archer New York Sweatshirt $35