Hollister and Guess
A. Location Factors
Both of Hollister and Guess are located in Downtown Seattle. It is a community shopping center.
B. Exterior Atmospherics
It is not hard to find the parking there, but the parking is very expensive, about $10/hours.
C. Interior Atmospherics
An equally interesting fact about the two retailers is related to the store environment they offer. In general is a combination of many elements: music, temperature, odor, lighting, layout, decoration, even the sales associates they hire, and others, many of these elements influence shoppers’ behavior playing with their emotions, perceptions and physiological states.
- Hollister is strongly targeting to teen-young adults (18-22 years old), who are trendy, good looking and with a lot of sex appealing. As soon as you enter the store a ...view middle of the document...
But at the end of the day, it’s not about the parents; it’s about the teenagers having a place to be that person they are trying to be.
- On the other hand, most of the customers of Guess are in their mid 20’s to 40 years old who wants to look good, sophisticated and chic. They sell mostly an image of fashionable work wear/smart businesswoman. Guess decorates their stores with the high ceilings, bright lighting, minimalism vibe, spacious merchandising spaces, neutral color, Persian carpets, and classic music, it’s about giving the customers a feeling of relaxing ambiance, exclusivity, “stay longer” and “take your time” message, very classy, the point is, to make the customers feel special, and make them forget about the rest of the world and focus on having a nice shopping experience, people who shop for Guess are mostly professional-working people, after a long day at work, they do appreciate a peaceful and comforting ambiance.
- Selling services as knowledgeable sales associates, helpful staff, or individualized and personalized shopping experience is less and less common nowadays; it’s more common to use a “self-service” process, both stores, Hollister and Guess, maintain a sales assistant on the entrance welcoming customers to the stores, but once you enter, unless you ask for it, no one is there to help you. Basically, people who work at the stores, specially Hollister are more focused on rearrange the merchandise all the time and make sure the store is always organized, on Guess’s case, they also are focused on the presence of the store, but every other minute they ask their customers if they need something, is more important for this retail to make their customers feel special, and make them feel they are being take care of, opposite to Hollister customers who really don’t care or need someone to help them.
- Guess’s products are higher level of quality.
- Guess: Jeans $50-$100
- Hollister: Jeans $25-$70