Retail Analysis

1. I observed Gap, Inc -- a popular clothing and accessory retail store that targets both men and women, including children. This brand usually appeals to the crowd ranging from 16 years to early 30s, marketing to parent's as well.
2. The entrance to Gap is surrounded by two, large, floor to ceiling glass windows. Looking through the windows, the store looks clean, well-lit, and simple.
Every customer is welcomed by subtle background music, ranging from alternative rock to upbeat faster paced music. The store does not play a specific type of music, instead the store tends to play the most current music popular among the younger crowd.
The first main display is located front and center, featuring "The Most Wanted; New + Now" The women's section is located on the right side of the store and the men's section is located on the right side of the store. Clothing is dispersed throughout either side. Jeans are either laid out on the table/counters or stack against the wall. Some sweaters are nicely folded on circular tables, but blouses and jackets are hung up on the rack.
Pine colored wood flooring runs through the whole store, even in the changing rooms.
Various sign emphasize gap's jean selection. One sign reads '1969' printed in large font. Another sign at the entrance read 'Super Tuesday' advertising the gap member card which offered a discount on Tuesdays.
The cashier area is located at the end of the store.
3. Gap, Inc. hopes to project a shopiscated, yet playful image. Their clothing is clean-cut, simple, and stylish. Their image is apparant to me because of the pictures and the design of the store. The models are youthful. Throughout the store three colors are most common: the color of pine wood, white, black, and silver (to mimic the appearance of metal). The simplicity of the store's set up is reflected in the image and the clothing.
4. Customers most commonly looked at the items that were hung up first. Other customers tended to direct their attention to the sales rack. While I was observing the store not many customers were present.
5. The store's design was interesting because it lacked organization. Knit tops were mingled with t-shirts and pants. I observed that there was too much to focus on in one area of the store. It was difficult to direct my attention toward one clothing piece to determine if I really liked it because I was easily distracted by another clothing piece.