2. I went for a little walk to observe some of my
favorites stores with “fresh eyes”
• Desigual
• Zara
• Forever XXI
• Natura
• A Loja do Gato Preto
• Zara Home
3.
4.
5. What did I observe at Desigual?
Insights Hidden Opportunities
• The walls are painted in • They claim their products
dark colors to emphasize are “unique” yet no
the design on the fabrics. customization is available at
• The motto of the company the store.
(“Dare to be different”) is • The style could be a huge
written in the walls around hit with kids as they love to
the store. wear lot of colors but
• All items are so similar that Desigual seems to put less
people need to browse effort developing this side of
through everything to get the business.
the one they like the most. • No places to seat; men
don’t like to shop but they
could tag along a bit longer
is there was a place to sit.
6.
7.
8. What did I observe at ZARA?
Insights Hidden Opportunities
• The walls are painted in • Sales experience could be
light colors to emphasize improved by placing an
the modern and minimalistic employee to welcome
style. customers and explaining
• Everything in the store where they can find the
makes you feel like you can products.
be a model too. • Clothes are kept separated
• Employees won’t approach of accessories; showing
customers unless they have them on a mannequin could
a question about a product. help raise awareness of
these.
9.
10.
11. What did I observe at Forever 21?
Insights Hidden Opportunities
• Only store at the mall that • Customer are not aware of
offers both regular sizes the “plus size” section of the
and plus sizes. store. Since this is the only
• Proud to be American; store in the mall with bigger
there’s a section of the store sizes they could promote
that’s always dedicated to this more.
“Los Angeles”.
• Although the target is young
women, employees engage
in conversation with men to
explain about the new line
of male clothing.
12.
13.
14. What did I observe at Natura?
Insights Hidden Opportunities
• The ceilings are full of fake • Changing rooms are very
plants to help you feel like small and limited compared
you are in the nature. to other stores. Customers
• All products in the store are won’t buy clothes unless
made of recycled or non- they try them out but will
toxic raw materials. give up if they have to wait
• Customers come to buy in line for the room.
either clothing or • This is store is about nature;
accessories but often take it could be a good idea to
time to look over all the introduce products related
innovative / crazy items that to recycling and earth
the store offer. conservation.
15.
16.
17. What did I observe at ALDGP?
Insights Hidden Opportunities
• I learned that “Cats have • The t-shirts were great and
staff” (employees were t- made people laugh. It could
shirts with this message in be good to allow loyal
their backs). customers to get these
• Cats motives are all around shirts (or similar) if they
the store. spent “x” amount of money.
• Employees won’t approach • The store doesn’t offer too
customers unless they have many decorations for kids
a question about a product. room. It could be a good
idea to open a “kitten”
section for them.
18.
19.
20. What did I observe at ZARA Home?
Insights Hidden Opportunities
• The walls are painted in • I didn’t know that the
light colors to emphasize fragrance of the store was
the modern and minimalistic available for sell. Perhaps
style but also to combine this should be located near
with all the products. the cashier for people that
• There’s a distinctive have liked.
fragrance at the store; if you • The discounted products
spend too long; you start were not easy to see.
sneezing (even if you are Perhaps employees should
not allergic). let customers know about
these.
21. The End
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