1. CONTINUING ASSIGNMENT Go into the physical store location of the retailer you
have chosenfor
the Continuing Assignment, and evaluate the store layout, design, and visual
merchandising techniques employed. Explain your answers to the following questions:”
The store is FOREVER 21. Located
in: The Avenue MurfreesboroAddress:
The Avenue Murfreesboro, 2615 Medical Center Pkwy #2300, Murfree
...[Show More]
1. CONTINUING ASSIGNMENT Go into the physical store location of the retailer you
have chosen
for
the Continuing Assignment, and evaluate the store layout, design, and visual
merchandising techniques employed. Explain your answers to the following questions:”
The store is FOREVER 21.
Located
in: The Avenue Murfreesboro
Address:
The Avenue Murfreesboro, 2615 Medical Center Pkwy #2300, Murfreesboro, TN 37129
Hours:
Open today · 10AM–9PM
http://www.theavenuemurfreesboro.com/stores/
https://www.yelp.com/biz/forever-21-murfreesboro
(a) In general,
are the store layout, design, and visual merchandising techniques consistent with
the exterior of the store and its location?
(b) Is the
store’s ambience consistent with the merchandise presented and the customer’s
expectations?
(c) How does the
store’s layout, design, and visual merchandising support the following
objectives: (1) implements the retailer’s strategy, (2) builds loyalty, (3)
increases sales, (4) controls costs, and (5) meets legal requirements?
(d) To what
extent are the store’s layout, design, and merchandising techniques flexible?
(e) How does the
store utilize atmospheric elements such as color, lighting, music, and scent?
Are
these
uses appropriate given the store’s merchandise and target market?
(f) Is the
store’s design environmentally friendly? If yes, please describe. If no, how
could it become more “green”?
(g) Are the
fixtures consistent with the merchandise and the overall ambience of the store?
Are they flexible?
(h) Evaluate the
store’s signage. Does it do an effective job of selling merchandise?
(i) Has the
retailer used any theatrical effects to help sell merchandise?
(j) Does the
store layout help draw people through the store?
(k) Has the
retailer taken advantage of the opportunity to sell merchandise in feature
areas?
(l) Does the
store make creative use of wall space?
(m) What type of
layout does the store use? Is it appropriate for the type of store? Would
another type of layout be better?
(n) Ask the store
manager how the profitability of space is evaluated (e.g., profit per square
foot). Is there a better approach?
(o) Ask the store
manager how space is assigned to merchandise. Critically evaluate the answer.
(p) Ask the store
manager if planograms are used. If so, try to determine what factors are
considered when putting together a planogram.
(q) Are
departments in the most appropriate locations? Would you move any departments?
(r) What
method(s) has the retailer used to organize merchandise? Is this the best way?
Suggest any appropriate changes.
[Show Less]