Store Layout, Design, and Visual Merchandising
April 5, 2010
Store: American Eagle in Meridian Mall
Q: In general, is the store layout, design and visual merchandising techniques
used consistent with the exterior of the store and location?
A: Yes, it is. The whole store is designed with bright, warm-colored lightings
which create great atmosphere and make customers who enter relax. Either
new arrivals hung on the shop windows or apparels inside are also
presented colorfully and organized in free-form layout, which quite fit the
store’s theme—casual, young and country-style consistently.
Q: Is the store’s ambiance consistent with the merchandise presented and the
A: Yes, it is. The bright lightings and casual music have created a great
ambiance consistent with their young fashions. The store right away is on
seasonal changes, there thus new spring colorful apparels are presented up
front for greater attraction. And within 30 minutes observation, 6 out of 13
customers did purchase clothes from the store, which drew me the
conclusion that the ambiance of the store consistent with the customer’s
Q: Does the store look like it needs to be redesigned?
Do you think it needs a
face lift, update, remodel or renovation?
A: Everything in the store is great except the floor and the fitting rooms.
The floor is a little bit old and some noise would be made when I stepped
on some area, especially some of the main part that customers walk
frequently. Anther part that need to be updated are the fitting rooms
since they might seem old compared to the other part of the store.
Q: To what extent are the store’s layout, design, and merchandising
A: As I observed, most of the things are flexible in the store, including the
features such as the rounder, gondola, except for the straight rack which
are attached to the wall. Also, all the models used to display their
apparels as well as the promotional signage are highly flexible for the
frequent seasonal changes in apparels’ styles and types.