brand evaluation - MK475 March 2nd 2017 Burberry Main...

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MK475 March 2 nd , 2017 Burberry- Main Store In Store Experience : Associates immediately greeted me at the door and were relatively friendly. While I shopped, they carefully watched me, which was sometimes unnerving. However, this could also be attributed to the fact that when I walked into the store I was one of the few customers there. They were also completely fine with me touching the products. If I was looking at a product for an extended period, they would immediately provide me information about it. They were very helpful in dispensing knowledge about product usage and prices. While looking at the perfume, the associate was quick to take out perfume samples so I could smell each one. He told me about the bestselling perfume, as well as his own personal favorite. When I inquired about a specific backpack at the store, the sales associate and I had a nice chat about what I would need the product for, which eventually led me to talk about my own life. He was very easy to talk with and made me feel comfortable. He exemplified what it means to be a luxury sales associate: a therapist. Overall, the experience in Burberry did not feel stuffy nor make me feel out of place. Burberry has transformed itself into a modern luxury store where even young people are welcomed. It does not feel like a store just meant for “old money.” Even the types of products they sell are geared towards a younger audience; for example, their new bestselling items are mini teddy bears that are supposed to be bag charms. The sales associate told me Burberry started selling these bear bag charms so they could rival the Fendi PomPoms. In general, I thought it might be intimidating to walk into Burberry, but I was luckily proven wrong. The atmosphere of the store was playful and warm. I enjoyed my time in Burberry and liked the items in store, as well as how I was treated. Physical Attributes of Store: o The store was bright, but not overwhelming. The store used the color grey in its display cases and overall color scheme of the store; true to its British Heritage. The store was large and had many pieces in stock. In terms of space, I thought it was a little crowded since usually in luxury stores the center of the store is usually empty for the purposes of sitting down and relaxing. Online Experience: One of the best sites I have seen for a luxury brand. It essentially mimics the in-store experience online. The entire site looks modern; the videos they have on their website solidify the exclusiveness of Burberry, while their fonts and graphics fit the Burberry image. They also use the gray color scheme. The website is also very interactive, in which it has a section about driving excitement for its runway fashion show. The whole point of their online experience is to really make the customer feel like they are shopping at a Burberry store without being there in person.
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