Ch. 15 - Retailing

I visited Zara and Michael Kors during my spare time before my next scheduled class for the day. I will tell a little about each store, beginning with Zara.


Zara is a specialty store, selling only clothing, shoes, and accessories as their merchandise. The design of the store and its environment shows that they value their merchandise moderately but want everything and as many of it to be accessible to their customers. Everything was stock-piled, broad. The store, generally, is very dim but has ceiling-to-floor windows. The items that are on display are highlighted with a spot light overhead basically shutting out everything else that is in the light.
Visiting this store as a potential customer was ultimately a bad experience for me. I received no attention from any of the employees or anyone. I wanted to purchase a jacket for my daughter but because of the poor treatment, my visit resulted in me leaving the store.

Michael Kors is also a specialty store, selling only clothing, shoes, and accessories as their merchandise. The design of the store and its environments show they value their merchandise very highly. Everything was minimal to show its luxury and simplicity. The store is very bright, there are no dim areas. The brightness of the store makes everything look like its on display. This also ties in with the employees who will have to always be on sight to help customers get what they desire rather than the customers being able to just help themselves.
Visiting this store as a potential customer, I can see why Michael Kors has lived up to its name. I received attention as soon as I entered the store door. Everyone is so full of energy and happy as if they enjoy their job. I wasn't stalked around the store and I didn't feel uncomfortable no matter how I was dressed. I felt welcome. Now, though I didn't purchase anything that time, I was able to see and try on what I wanted. I was very satisfied.