How do retailers convey their brand image through their retail stores? Visit a retail store and observe its atmospherics, store marketing, fixtures, customer service, and sales associates. Does the retailer convey a specific brand image to the customer? What is it? Is a story being told? How does the store space influence your opinions about the product being sold?
For this exercise I choose to visit H&M at Town Center. H&M is known for their up to date trends, their good quality garments, and their affordable prices. There isn’t much of an atmospheric element which might be just what the H&M brand wants to portrait. Their product assortment is constantly changing, which keeps their niche audience coming back regularly. Their friendly and casually dressed staff makes this store a pretty enjoyable place to shop. There aren’t sales associates trying to sale you anything or asking you if they can help you find a particular item, which I personally think is great.
The brand story conveyed is pretty much based on all the above mentioned elements. No lifestyle marketing or emotional triggering cues, just simple and straight to the point.
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