This assignment requires that you visit at least three brick-and-mortar retail stores Ralph Lauren. Select a set of stores that sell the same general product category. (Note that websites do not qualify; they must be physical facilities that you can visit.) Visit each of three at any point in the semester. Shop them through the eyes of a retail store merchandise buyer, as though you are responsible for the overall look of each store and how it supports the store’s branding and market position. Introduction
Provide an introductory paragraph stating the product category that is the focus of your analysis. Also state the date(s) and time(s) you visited each retail store.
Target Market
Discuss the lifestyle, age range and gender of the target customer for each store. (This should be the primary or main target market, and should not include all potential customers.) Also summarize the brand image or market position for each.
Point of Purchase Signage, Visuals, Store Experience
Describe each of the following aspects of the marketing for each store separately:
Merchandising/Merchandise Presentation
• Signage inside and outside the store,
• featured products (often those displayed prominently upon entering)
• in-store displays
• general colors, fabrics, or styles displayed
• in-store graphics
• background sounds/music
•Employees/Sales Associates
• Attire
• Level of interaction with customers
Overall Brand/Message
Summarize the “overall message” or “story” each store communicates to customers through its merchandising and employees. Describe how this corresponds to the store’s brand image or market position.
Store Comparisons and Critiques
Describe how each store markets to its customer through its overall store experience. Identify which store was the most appealing to you, personally, providing justification. Justify your position in terms of strength of messages, consistency of presentation, impact of merchandise, ease of shopping experience, and responsiveness of sales associates.
Personal Insights
What insights did you have as a result of this exercise, or what did you learn from it?
