Mall Analysis: Phipps Plaza
How exciting malls are in terms of architectural and interior design! Just by going around the heart of any major city and seeing new steel and glass structures stretching towards the sky, many people may feel that shopping malls are a perfect destination for a combination of shopping and entertainment.
As the largest city in the Southeast, Atlanta along with its vast history and historical museums, also offers the region’s largest selection of shopping opportunities. Among these shopping opportunities is the Simon Property Group. Simon Property Group is the US's number 1 shopping mall owner and one of the nation's largest publicly trade real estate companies (www.hoovers.com). It owns some of the area's better known malls, including Lenox Square, Phipps Plaza and The Mall of Georgia.
Perhaps these could be the reasons that Phipps Plaza was chosen to be one of the most luxurious designed mall in Atlanta area. It boasts a diverse array of men’s and women's apparel shops, specialty retailers and dining opportunities, in addition to a 14-theater movie complex. Phipps Plaza affords shoppers opportunities to buy everything from fine jewelry at Tiffany & Co. to high-tech home electronics at Bang & Olufsen Of Atlanta; from crystal pigs at its sophisticated Ross-Simons to state-of-the-art athletic footwear at Niketown. Sports fans and even the most casual athletes who have yet to visit a Niketown store might want to take advantage of this store's many accessories. Part museum, part retail outlet for all things Nike, each Niketown is a monument to marketing like no other, specially located at Phipps Plaza.
Target Market:
Walking through the mall I noticed that the target market was mainly high-end customers and people who where not worried about spending a little more for a great product. There were a lot of galleries and the atmosphere was very sophisticated with marbled floors and stained wood accents that gave the overall appearance of catering to professionals as well as young adults. There were a few stores for men, but the majority of the stores were focused more towards women, with also some children stores.
Tenant Mix:
There was a great mix of stores, from men and women’s apparel like Chico’s, Parisian, The Gap, Bebe and Gucci to decorative accessories like Frontgate and Jewelry stores like Tiffany & Co. The overall Tenant mix consisted of over 100 upscale stores that catered to those who were looking for unique items not carried by other chain stores.
Macy’s intended to deliver enhanced shopping experiences to its consumers through dynamic department stores and online sites. In this regard, the company developed a North Star strategy that allows it to improve its sales growth and to develop its existing core activities. The company’s consumer research monitors, analyze and anticipate their needs and wants based on the changing market trends. This allows it to strengthen its customer base and also helps it in identifying new markets and customers. Macy’s also identifies different styles and designs based on various occasions and events that allow it to capture the changing preferences of its customers. The company also celebrates various iconic events to interact with its customers which
Eddie Bauer Inc, offers many different products for both men and women who seek versatile, classically styled, high quality merchandise to meet their wardrobe and home décor needs. Eddie Bauer considers the location of its stores to be the most vital factor in achieving maximum sales. The company, however, must determine how it can best identify these locations in order to reach its target market. With recent demographic changes, it is essential that they gather information to answer some key questions in order to do so. (Aaker, Day, Kumar, & Leone, 2010)
The suggestion regarding the shopping mall becoming its own liturgy is understandable. People are often fascinated by the mall’s environments. In addition, the mall may become a place of worship to an extent. Spending unhealthy amounts of time at mall may have attachment effect. Nevertheless, attending the mall,
The prestige of Tiffany and Co. is so important that their stores are soundly located in the world famous Avenues and streets of metropolises known for their prestigious stores. The mother house is located on New York’s Fith avenue, where everything started, but we can also find stores in Paris, London, Los Angeles, and many more. In fact, a new flagship store will soon be opening in Paris, on the famous Champs-Elysées. This store location strategy is a key point of their popularity around the world.
In relation to this case, Target Corporation depicts a brand personality among its target audience. Target Corp. is considered as the retail store that caters to the younger and more educated and well-off clientele as to compare with its rival. In a survey conducted, Target Corp. shoppers fall on a 46 years old age median, mostly female, have children at home, and attended or completed college (Target Corporate Facts, 2006). Thus, the target market is perceived to be sophisticated. However, with the corporate values the corporation applies, the brand personality serves as one of its distinguishing pro.
Due to the good establishment of the business, it has huge market national. The company has therefore opened many retail shops and stores all over the country to ensure that their products are accessible to the customers. The entity provides a favorable environment, and many clients view the place as a fun shopping place to be. The retailer has targeted a big pool of customer because of the variety of products it sells. The stores products vary from kitchen goods, jewelry, and electronics clothes to hardware
Each floor I stopped at had a variety of stores. From eery-looking stores selling Halloween and magic merchandise to a magazine shop selling vintage Playboys and Time magazines from the 40s, to a saloon that invited customers, every corner filled up with something worth staring at or dropping my jaw on. Tibetan artefacts, leather bags, indie artist studios, thrift shops, liquor stores, stationary, carpentry shops, jewellery stores, clothing like t-shirts, hats, ties, and belts, pet care, human care, hair styles, Seattle mementoes, and thousands of other little and large shops lit up as customers
Nordstrom retail stores have large hallways, and everything is presented in a very classy manner. The color scheme includes pale yellows, whites, and gold, to provide a more elegant appearance in the store in order to make the shopped feel special. The design is also seen through product organization. Compared to stores like Macy’s, which organize their products based on brand, Nordstrom organizes their products based on lifestyle. Because of this, it is easier for shoppers to find clothes similar to their style as opposed to by brand. In effect, shoppers will purchase more products. This also is a type of experiential retailing, where Nordstrom customers are able to experience the elements of their lifestyle within one section. More so, the product presentation will draw people’s eyes to products, even if they are not looking for it. This gives Nordstrom a competitive advantage in relation to other similar retail stores because it makes their store look more glamorous and high-end. While other stores may focus on value, Nordstrom utilizes the retail positioning strategy to make a customer feel more high-end and
Burberry target audience is designed for both sexes however it is dominated by the female target audience who have a high disposable income. The brand has their own childrenswear range which can appeal to parents but are likely to be people from wealthy backgrounds. Burberry is famous for appealing to celebrities who purchase coats and dresses which have a high end appeal. Burberry focuses more on customer value in order to attract and retain costumers. With the aim to achieve this by producing a marketing concept by meeting and exceeding costumer needs then their rivals.
Target markets their products to a variety of market segments when speaking about their clothing lines. The top three segments are Age-Related Segments and Gender-Related Segments. Targets approach to development, marketing and advertisement is based on seasons, genders, age in the terms of wants and needs and styles while also staying true to their brand imagine. Target has positioned itself as one of the biggest retailers with a brand imagine that can connect to the consumers, and the ability to develop and deliver high end products that come at an affordable price.
Ron Johnson spent a great deal of time and money to promote his ideas of “stores-within-stores” by turning floor space into an area to house several branded boutiques. He did this in order to attract a target market of a wider demographic which includes age, gender, and generation. One of the m...
Goss argues that developers and designers of the built environment, specifically shopping centers and malls, use the power of place and understanding the structural layout of the space to boost consumption of the retail profits. Shopping centers are separated from the downtown area of shopping, either by distance and/or design. These establishments emerge for many to be the new heart and location for public and social life. In his article The "Magic of the Mall": An Analysis of Form, Function, and Meaning in the Contemporary Retail Built Environment, Goss also argues that the regulation of the spaces within the mall creates an atmosphere of "community" rather than one that is "public". This article’s main argument is that developers manufacture an illusion of doing more than just shopping when designing malls and shopping centers.
In addition to Gap Inc.’s competitive advantage given its multiple brand, channel and geography model, the company plans to build its online success by delivering an industry-leading world class platform for consumers as the retail landscape continues to merge online and in-store shopping experiences. This end-to-end system, which includes capabilities such as ship-from-store, find-in-store and reserve-in-store, is designed to leverage Gap Inc. channels and resources to drive store traffic and conversion, while meeting the needs of customers who increasingly demand an integrated shopping experience.
www.gapinc.com - www.gapinc.com - www.gapinc.com - www.gapinc.com - www.g Its unprecedented growth is a direct result of meeting a niche in the clothing market, at a time when The Gap was well positioned to meet the new demands of this "business-casual" trend, introducing other chains to expand its customer base, and aggressive expansion in the global marketplace. Today, Gap, Inc. is recognized as one of the world's largest specialty retailers. It is a. operates four of the most well known clothing brands on the planet: Gap, Banana Republic, Old Navy, and Forth & Towne. www.gapinc.com - www.gapinc.com - www.gapinc.com - www.gapinc.com - www.g Internal Strengths and Weaknesses The Gap was bound for success early on because the utility of its product mix (Etzel, Stanton, Walker, 2004) was perfect for a specific market segment.
Places such as coffee shops and lounges have been included in the structures of these malls to give consumers a more comfortable feeling of relaxation. Instead of shopping and leaving people are more enticed to sit back and relax. Enjoying a meal and a cup of coffee while shopping has become a time consuming yet enjoyable process for most shoppers. It's suggested that the longer a person stays the more money they are bound to spend. Mall managers and scientist are not attempting to manipulate the consumer but more so enhance their shopping experience. There's also a sense of creativity and connectivity found in calming environments such as coffee shops that establishments like shopping malls are trying to bring to the shopping