Store Experience

When I went to the Carbondale mall the other day I went with this assignment in mind. The store I chose to visit was American Eagle. I used to shop at American Eagle a lot when I was younger, but haven't recently due to my change in style. American Eagle sells its own line and every article of clothing has their label on it. When I first entered the store I immediately noticed the loud music. It was so loud that I could barely hear what my friends were saying a few feet away from me. The lighting is very bright so the clothes are very easy to see. The mannequins are all dressed up with the clothes that are in the store. They are dressed up as if that outfit on the mannequin is what you should purchase. Usually, retail stores will promote a certain article of clothing and match it with something that goes with it so you purchase the entire outfit instead of just the shirt or skirt. The salespeople in American Eagle are really hard to find. There were only two or three employees working at the time. One was behind the counter and the other was back in the dressing room. It was almost impossible to find another sales person on the floor. American Eagle tries to convey an extremely laid back persona. The pictures throughout the store show models wearing laid back attire and playing sports with their friends. I believe that American Eagle caters to the younger crowd. It targets mostly towards grade school and high school kids. Not so much a college student like myself. The people that are there shopping are high school age kids. I mostly only saw guys shopping at the time. I feel that the salespeople at American Eagle are not really there to help or assist you. It was hard to find someone in the store that could answer my questions, help me with a fitting room, etc. I think that overall American Eagle is doing a great job with their target audience. There were a lot more people shopping there than other stores in the mall such as Aeropostale, which also is targeted towards grade school and high school kids. The only thing they drastically need to change is their customer service and how accommodating they are to shoppers in their store.

Test Questions

1) Which executional framework uses rotoscoping and clay animation?
A)Slice of life
B)Demonstration
C)Animation
D)Testimonial

2) A Media Planner does all of the above except:
A) Conducts research on audience
B)Stays in constant touch with the media reps
C)Matches media with target market
D)Formulates media program that states when and where to place ads

3)Which is not a convenience incentive:
A)Changes your long-term purchase habits
B)Timeliness
C)Easy to locate merchandise
D)Services such as registries or DIY projects

Answers:
1: C
2: B
3: A