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PULL & BEAR

Analysis of stores and shop windows
by

Pablo Rodríguez

on 21 April 2015

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Transcript of PULL & BEAR

4. RESULTS OF THE ANALYSIS
INDEX
Men and women's
Aimed at young people (13-35 years)
Modern clothes
Californian style
4.1. Physical Store
Combination of both!
Inauguration:
15th December 2010
Location:
One of the most popular streets in Madrid
Next to its competence
Three-floor
store (just two floors available for customers)
Shop windows
in the
corner/doors
6. COMPARISONS
INTRODUCING THE COMPANY
"FOUNDED IN 1991 JUST FOR MEN, IN 1998 THEY LAUNCHED THEIR FIRST COLLECTION FOR WOMEN."
THEIR BUSINESS PROPOSAL IS BASED ON:
YOUNG
ACTIVE
CASUAL
FASHION
Combination of both!
Dark furniture over cream background
Central area with the greatest weight
Symmetric decoration
Classical furniture
Music depending on the day of the week
Not a lot light; products additionally illuminated
1. UNIQUE BRAND IMAGE

2. PART OF AN IMPORTANT HOLDING

3. REPRESENTATION OF SPANISH COMPANIES
Gran Vía (High Street)
2. GOALS
Analyze several stores.
Notice the difference between shopping malls and high street stores.
Analyze how shop windows affect consumers.
Determine if Pull & Bear is projecting the right brand image.
Study the the role of window dressing in the high street and overall shopping experience.
Propose improvements for Pull & Bear.

Combination of both!
Inauguration
: 27th April 2012
Location
: Second floor of Gran Plaza 2 (Majadahonda)
Same floor
as its
competence
One-floor
store (divided men-women)
Two
shop windows
Gran Plaza (Shopping Mall)
3.RESEARCH METHODOLOGY
SECONDARY INFORMATION RESEARCH:
4.2. Website store
Launched in September of 2011
Official website

Physical stores

Social network profiles

Articles by specialists
EMPLOYEES OF THE COMPANY
Ease of use
SURVEY TECHNIQUE
General View
Special contents
GENERAL VIEW
Dynamic
Active
Practical
Same products offline and online
Need of providing location in order to enter
Shop window to their products
1) Rate from 1 to 7 the suitability of the
shop-windows
design.
2) Rate from 1 to 7 the design of the
furniture
within the store.
3) Rate from 1 to 7 the overall
decoration

of the store.
4) Rate from 1 to 7 the choice of the
colors

used in the store.
5) Rate from 1 to 7 the
music
played in the store
6) Rate from 1 to 7 the
lightning
used in the store.
7) Rate from 1 to 7 your degree of satisfaction about the
product placement
in the store.
8) Did you
take a look

at the store's shop-windows
before entering
?
9) If the previous answer was "yes", was it
the reason
for you
to enter
the store?
10)Do you think the
decoration fits with the products
of the brand?
SPECIAL CONTENTS
EASE OF USE
Internal Links
to especial offers
External Links
to social networks
Extra content
aimed at young people (blogs)
Store traffic study
1. People who
glanced
at the shop-window and
entered
.
2. People who
glanced
and did
not enter
.
3. People who
entered directly
to the store.
Gran Vía - High Street Store (AM)
AVERAGE MARKS GIVEN BY THE RESPONDENTS (OUT OF 7)
OBSERVATION:
Why did we choose Pull & Bear?
5. RESULTS OF THE SURVEY
AVERAGE MARKS GIVEN BY THE RESPONDENTS (OUT OF 7)
Gran Plaza 2 - Shopping Mall (AM)
Simple
Speed
Navigability
Did you take a look at the store's shop-windows before entering?
Efficency
Functionality
Mobile friendly
Issue #1:

Lack of concordance (inside/outside)
Solution proposed:

Common design to every Pull and Bear
If the previous answer was yes, was it the reason for you to enter?
Issue #2:

Lack of representativeness of the brand
Solution proposed:

Better representation of brand image
7. CONCLUSIONS / RECOMMENDATIONS
Do you think the decoration fits with the products of the brand?
Gran Plaza 2 - Shopping Mall (PM)
Introduction

Goals

Research Methodology

Results of the Analysis

Results of the Survey

Comparison

Conclusions and Recommendations

Gran Vía - High Street Store (PM)
Issue #3:

Customers do not notice the shop-windows
Solution proposed:

Attract more
attention
Issue #4:

Lack of concordance among shops
Gran Plaza 2 (AM)
Solution proposed:

Have concordance with the inside of the store
Gran Plaza 2 (PM)
Gran Vía (AM)
Gran Vía (PM)
Gran Plaza 2 (AM)
Gran Plaza 2 (PM)
Gran Vía (AM)
Gran Vía (PM)
5. RESULTS OF THE SURVEY
5. RESULTS OF THE SURVEY
5. RESULTS OF THE SURVEY
Gran Plaza 2 (AM)
Gran Plaza 2 (PM)
Gran Vía (AM)
Gran Vía (PM)
5. RESULTS OF THE SURVEY
STORE TRAFFIC STUDY
THANK YOU
FOR YOUR ATTENTION!

ANY QUESTIONS
?
7. CONCLUSIONS / RECOMMENDATIONS
Raquel Díez
Paula González
Vaiana Lopez
Eire Parro
Elia Plazio
Alejandro Torrijos
People that took a look at the shop-windows and entered in the store
People that took a look at the shop-windows and didn't enter in the store
People that went directly inside the store
Gran Vía (AM)
Gran Vía (PM)
GPlaza 2 (AM)
GPlaza 2 (PM)
33
42
29
40
67
54
20
43
59
27
54
65
Comparisons between same stores, different hour's range

1. Gran Vía's Street Store
Gran Vía

is the most well-known street in Madrid:
incessant movement of people
throughout the day
Same type of consumer all along the day
:
tourists, workers, students, families... that's why we can see
a uniformity in the answers of the respondents
in both surveys
6. COMPARISONS
Comparisons between same stores, different hour's range
2. Gran Plaza 2 - Shopping Mall
Located in one of the areas with
higher consumption capacity
of Communidad de Madrid.
Significant difference between hours:
the affluence of people during the weekdays in lower than during weekends.
6. COMPARISONS
Comparisons between different stores during the same hour's range
There is always
different type of people
in Gran Via vs. a Shopping mall
empty during weekdays
The variables like decoration of the furnitures, lighting and colors used in each of them get a complete
different mark between both store's.
6. COMPARISONS
Comparisons between different stores during the same hour's range
Combination of both!
104
161
122
146

1. Gran Vía's Street Store AM vs. GRAN PLAZA 2 AM
2. Gran Vía's Street Store PM vs. GRAN PLAZA 2 PM
Gran vía during the afternoon is crowded:
the feeling of being in a
claustrophobic atmosphere
in Gran Via's shops is usual each day of the week
But
Gran Via has lots of lights and powerful neons

that illuminate the street and
create and ambiance
which adds a lot of value to the store (music & colors being the most valued)
Full transcript