For our field trip we were asked to compare three stores on the list Tony provided. I chose H&M, Anthropologie and All Saints.
Hennes and Mauritz (H&M) is a multinational retail-clothing company originated from Sweden. They represent ready-to-wear, fast-fashion clothing line for both women, men as well as teenagers. Their branch store in Downtown Seattle is decorated with mostly white, black, grey and splash of red. The typeface has sans-serif bold Gothic style. The two levels store was dense with clothing racks and displays. It has chandelier lights installed. The store was divided into sections. The upper level for women with casual to semi-casual clothing style. On the back of the store, there’s a section of semi-formal to formal clothing. The lower level was more dense. It was decorated in bold, edgy style. The clothing there was casual. It was the place for both basics clothing and teenagers fashion. Men section was there too. The lighting were dimmer in the lower level as compared to the upper level.
Unfortunately I could not take photos inside H&M store, it was too packed with costumers.
Anthropologie is a chain of retail stores that sells women’s apparel and accessories, home furnishings and decorative items. It is headquartered in Philadelphia and is owned by Urban Outfitters, Inc. Being under the same company, Anthropolgie and Urban Outfitters stores which I visited in Downtown Seattle were decorated around the same ideas. It is hard to describe what the style is. Perhaps a little bohemian style, vintage, 70s to 80s. They represented clothing line for definitely younger consumers than H&M. The first thing that stood out to me when I first walked into the store was the scent. Both Urban Outfitters and Anthropologie has great, just great flowery, sweet scent. They sell perfumes and lotions in the stores too. In contrast to H&M more minimalist, clean and posh decoration and clothing style, Anthropologie delivers a more fun, carefree clothing. They have a lot of maxi dresses, flowers and unique patterns fabrics with vintage flare. In terms of decoration, Anthropologie reminds me of a home, flower garden, a backyard. It has stone/wood floors and flowers everywhere.
Better known as AllSaints, is a British fashion-retailer headquartered in London, UK. They sell menswear, womenswear, footwear and accessories. I would say their target demographics 18-30. Like H&M, AllSaints has white, black and gray palette. Their retail design evokes a mood of decadent decay and distressed glamor with vintage details added to layer upon layer of carefully aged materials. Their store in Downtown Seattle is like an true artist’s studio. Merchandise were displayed with that ‘thrown together’ look emanating the idea that these are pieces one might find in an old junk shop. Not to be fooled, the merchandise carries quite expensive price tag. I saw this just amazing gray peep-toe boots which sells for USD350. It has open floor plan, much more room to breathe unlike at H&M. It has cleaner, edgier feel with less clutter unlike at Anthropologie’s. I would say I like this store the most compared to the rest just because I think they sell clothes which is more my style. And the fact that I fell in love with the shoes. The merchandise were all displayed nicely in mostly unique display racks. The lighting in the store was the dimmest of all three stores in my opinion.
Besides comparing the three stores, we were supposed to compare another three stores of our choice which are related to our group project. We chose to compare Mountain Hardware, Columbia Sportswear and Eddie Bauer.
Mountain Hardwear is headquartered in California, established in 1993 and was bought by Columbia Sportswear in 2003. It manufactures high-end outdoor clothing, backpacks, sleeping bags, tents, and gloves. Mountain Hardwear was the first store we visited during our trip. The logo did not stand up so much to me personally. I couldn’t figure out what was the thing on the logo. My team member David told me it was an image of a nut. The typeface on the logo gave me the feel of hard out door-ish feel. The design also looked cheap and outdated as compared to Columbia’s or Eddie Bauer’s. When the logo gave outdated mood, the decoration of the store was completely otherwise. It was painted with white, black, grey and just the right amount of cheery yellow. They creatively put tents up on the wall as decorations. There were a lot of hues like blue, purple and green on the merchandise too. I feel like compared to the other two companies, Mountain Hardwear’s target demographic is probably for the youngest.
Columbia Sportswear is founded in 1938 by Paul Lamfrom in Oregon. They manufactures and distributes outerwear, sportswear, footwear, headgear, camping equipment, skiwear, and outerwear accessories. In 2001, it was the largest American seller of ski apparel. From the use of color blue on the logo, I would translate the company to have target demographic the youngest compared to the other two companies but I was wrong. When we first walked into the store, it was all clear that the target demographic for Columbia is between mid thirties to fifties. The store was decorated in all basic and natural looking style. It has wooden floors, stoned walls and it gave a very outdoor feel. The high ceilings gave the store more spacious feel. The store looked clean and sophisticated-ly decorated. It also has brighter lighting than Mountain Hardwear’s store.
Eddie Bauer is a local company established in our very own Seattle back in 1920 by Pacific Northwest outdoorsman, Eddie Bauer. The company offers signature outerwear, apparel, outdoor gear, and accessories. The logo looks really traditional, vintage, and polished. It has spacious floor plan. They also sell colorful merchandise. However, Eddie Bauer describes their target market as educated, active, married, in their 40s, and wealthy. The store was decorated similarly like the both Columbia and Mountain Hardwear. It has wooden flooring, spacious, good lighting and gave outdoor feel.