1. What store did you observe? Who do they market to?
I observed DSW shoes in Kalamazoo. They market to all people of all genders and ages but they market mostly to mothers and women in general. This is because women shop for shoes a lot more than men do.
2. Briefly describe the following:
a. appearance of store entrance(from outside): The entire outside has clear glass. This is well designed because even when the store is closed, it advertises its own products: people are able to look at the entire store from the outside. It also looks great because the store is very open so that the customers can actually see nearly every display in the store from the outside. Also, there is a huge sign above the store that says "DSW Shoes," just as every store does.
b. sounds(inside the store): The store plays a constant stream of soft rock, which is relaxing and not imposing to customers. There aren't any customers that would be offended by this music, and it isn't catchy which is a good thing-it gives customers a good environment to shop in.
c. how the merchandise is displayed: There are shoes displayed along each wall with small separate displays set up in the middle, which makes the store seem massive. The middle displays are small enough so that the customer can see each wall from the front of the store. Each type of shoe is also displayed on or in front of each shelf to show the user each different type of shoe.
d. floors: In the front, the store is tiled, giving it a homey, welcoming impression, bringing customers into the store. The rest of the store is carpeted with greyish carpet with black spots, complimenting the light-wood shoe shelves well. Also, carpet is more comfortable to walk around on without shoes since customers will be putting on and taking off shoes frequently.
e. signs: There are signs throughout the store saying "Get a $10 bonus card with every $50 gift card." The designers are using big dipsplays to advertise their catch: this $10 bonus card. It's well-timed as well, as it's almost Christmas. Also, there are monstrous pictures of people having a good time wearing the shoes all over the walls, which not only advertises various types of shoes, but also gives the room a friendly feel to it. Also, the store indicates the sales and clearances using signs(many pairs of shoes were 70% off). Lastly, a huge sign indicates where the men's section is, but no sign points out the women's section. This is probably because the entire store is the women's section.
f. Six cashiers are logically placed in the front of the store. This is convenient for the shoppers, they are easy to spot, and all in all it makes it very easy to check out.
3. What image does this business try to project? Give specific examples of design elements that reflect this image.
DSW shoes tries to project that this is the place to buy shoes for any individual. Mom, dad, child, grandma: if you need shoes, this is the place to go. It's not fancy, but it's not simple either. It's a big comfortable environment that would appeal to all people. The numerous large pictures of people throughout the store as well as the relaxing music being played contribute to this comfort level. In general it is a quiet store that is big enough to get the shoes you want and inexpensive enough to get those shoes for the correct price.
4. How did customers interact with various elements of the store's design?
Since it is a shoe store, customers try on a lot of shoes. The design of the shelves make it easy for the customers to try on shoes with their displays and large number of shoes. There is one section I will mention again in the next question that is specifically for women. It is placed at the front right of the store and contains various accessories for women, and was obviously strategically placed in that part of the store. And I saw numerous women looking around in that section while I was there. There were only about 10 people in the store at the time and three or four of them were in that section of the store.
5. What did you find most interesting about the design of the store?
The element of the design of the store that I found most interesting was that there was a display of purses, hats, slippers, wallets, and other accessories in the front right of the store. It is very logical that in a place where mostly women shop, the designers would have a section in the front right of a store that is highly appealing to women. The designers do an excellent job of designing for the correct audience and putting it in the place that a person will see right when he or she walks into the store.