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This 3 page Class Notes was uploaded by Mrs. Eleanore Hilpert on Wednesday September 23, 2015. The Class Notes belongs to DSMR231 at Drexel University taught by AliceSelverian in Fall. Since its upload, it has received 24 views. For similar materials see /class/212368/dsmr231-drexel-university in Design Media Arts at Drexel University.
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Date Created: 09/23/15
Madeline Dolan DSMR 231 Retailing Principles Project Two March 12 2012 Boxes Shopping Bags Hangtagsamp Tissue PaperThe Entire Branding Package The two competitors I chose were The Gap and Ann Taylor Loft both located within a block of each other on 34th street and Walnut The two stores were very similar the lighting was soft natural and most importantly attering the layout was easy to navigate and both stores organized their apparel according to the mannequin they were closest to The print ads from each store were very different however Ann Taylor Loft in general is much more formal and businessesque Their print ads were directed towards the young the employed and the girl who has a bit of disposable income but uses it for work clothes I had to request the ads from a store clerk nothing was out for the passerby to grab The colors on the print ads were soft and subtle The paper feels rich and luxurious There is a con dent girl drawing strutting on the front ofthe credit card application It all implies sophistication and most importantly fun carefree style at affordable prices Although there is no merchandise included on any ofthe print ads it oozes their image without needed to shove it down the consumer s throats The specific ads I received from Ann Taylor were a credit card application and an advertisement regarding a Leadership Forum training program that helps young women make a difference in their communities and around the world The copy is eyecatching Do you know a girl who wants to change the world The type is simple and the palette is consistent with the store It also shows that Ann Taylor is socially responsible and helping the community In comparison Gap s ads are bright and eyecatching The typeface is a bold Helvetica in all capital letters and in white which looks fantastic against the bright colors that they have chosen It seems to be directed towards the classic Gap customer bright jeans paired with trendy buttonups and young girls clearly all friends in nautical openweave sweaters and cuffed juicycolored skinny jeans The ads are promoting a fun carefree lifestyle Wholesome soft lighting with fun dancinglike poses and kids hanging out in summery colors and out ts They are clearly in headtotoe Gap but other separates are featured converses beat up old laceup boots limited makeuphair styling Both Gap ads are very natural and very fun The ads themselves are promoting an Exclusive Friends and Family Invitation The headline says LIVE IN COLOR which perfectly representsthe idea of Gap s merchandise for this coming spring It features 40 off your entire purchase for four days only It is a postcard so you are able to mail them to anyone you want to give the coupon too which gives the customer the ability to help in promoting the sale to their loved ones and also helps promote word of mouth Both ads in both cases show the atmosphere and feeling that both stores give you The type face color palette all of it seem to represent the persona that the store is selling
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