Kohl's:
Overview: Brief Description
Kohl's Corporation is a American department store. This store is located in Stonewood Center in the city of downey. Kohl's was founded in 1962, and there are 1,146 in 49 states of the United States. The products they sell are clothing, footwear, bedding, furniture, jewelry, beauty products, housewares, and electronics. There are some stores located in shopping malls but most are free standing stores. The company is in the public market and they entered the S&P list in 1998 and in 2012 they were number 146. Their revenue is 18.4 billion U.S dollars in 2011. Their operating income is 1.92 billion, and as of 2011 their net income is 1.11 billion. The total assets are 13.6 billion dollars and total equity is 8.1 billion dollars in 2011.
History:
Maxwell Kohls began with Kohl's Food chain in 1946. Then in 1962 he began Kohl's Department store in Wisconsin. In 2011, there were stores through out the United States except Hawaii.
Kohl's Corporation is a American department store. This store is located in Stonewood Center in the city of downey. Kohl's was founded in 1962, and there are 1,146 in 49 states of the United States. The products they sell are clothing, footwear, bedding, furniture, jewelry, beauty products, housewares, and electronics. There are some stores located in shopping malls but most are free standing stores. The company is in the public market and they entered the S&P list in 1998 and in 2012 they were number 146. Their revenue is 18.4 billion U.S dollars in 2011. Their operating income is 1.92 billion, and as of 2011 their net income is 1.11 billion. The total assets are 13.6 billion dollars and total equity is 8.1 billion dollars in 2011.
History:
Maxwell Kohls began with Kohl's Food chain in 1946. Then in 1962 he began Kohl's Department store in Wisconsin. In 2011, there were stores through out the United States except Hawaii.
Findings:
Customers entered the store and walked right into young teenage clothing. The store has on the left older women clothing and to the right they have younger women clothing. To the right there are many mannequins that display different styles for younger women. The store is located in the middle of the mall and its far inside from other stores in the mall. Forever 21 and a shoe store are located next to Kohl’s.
Starting with the Decompression Zone, the store leaves about 10 feet empty with carpet and when the store begins they use tile flooring. In the center there is a poster that is advertising a perfume. Customers that entered stopped in this area to take a look at the poster. Others customers walked past the Decompression Zone without stopping or noticing anything. Some walked fairly slow when exiting the store and often slowed more down when passing through the security bars.
The Invariant right is not being used in the store, there is another exist that has clerks and customer service to the right and clothing on the left. Young girls and boys that entered the store were driven to go to the right, while women and men either went straight or left. In the photograph of the Invariant right I was walking following the path way that lead me to the younger clothes wardrobe. If I was an average consumer I would have been driven to the right because my interest are displayed on the right of the entrance. The store does not fully follow Underhill’s technique, it is only the Invariant right for the younger generations.
Through out the store there is ways that customers pet the clothing. There are shelves, tables, and racks that trigger people to touch and feel. In the above petting picture there are sweaters that are booked in shelves, these sweaters have a sticker going down with the size. I believe that makes it easier for consumers to pick up the one that fits them and they don’t have to go through all of them to find the perfect one. There were people who had trouble petting clothes, like the picture displays. Some clothing items where displayed on top of the walls which made it hard for people to reach. I observed for a while and people walked past those products. I observed customer get more products from racks, tables, and shelves. The other products displayed above were ignored.
The last image is a mother and daughter shopping, I observed these subjects for a while and saw how they negotiated on the product in the older woman’s hand. The little girl wanted her mom to buy her the sweater and the mother told her she needed to leave another item she had picked up already. The mother and daughter seemed to be walking around looking at the cheaper products that were displayed.
Customers entered the store and walked right into young teenage clothing. The store has on the left older women clothing and to the right they have younger women clothing. To the right there are many mannequins that display different styles for younger women. The store is located in the middle of the mall and its far inside from other stores in the mall. Forever 21 and a shoe store are located next to Kohl’s.
Starting with the Decompression Zone, the store leaves about 10 feet empty with carpet and when the store begins they use tile flooring. In the center there is a poster that is advertising a perfume. Customers that entered stopped in this area to take a look at the poster. Others customers walked past the Decompression Zone without stopping or noticing anything. Some walked fairly slow when exiting the store and often slowed more down when passing through the security bars.
The Invariant right is not being used in the store, there is another exist that has clerks and customer service to the right and clothing on the left. Young girls and boys that entered the store were driven to go to the right, while women and men either went straight or left. In the photograph of the Invariant right I was walking following the path way that lead me to the younger clothes wardrobe. If I was an average consumer I would have been driven to the right because my interest are displayed on the right of the entrance. The store does not fully follow Underhill’s technique, it is only the Invariant right for the younger generations.
Through out the store there is ways that customers pet the clothing. There are shelves, tables, and racks that trigger people to touch and feel. In the above petting picture there are sweaters that are booked in shelves, these sweaters have a sticker going down with the size. I believe that makes it easier for consumers to pick up the one that fits them and they don’t have to go through all of them to find the perfect one. There were people who had trouble petting clothes, like the picture displays. Some clothing items where displayed on top of the walls which made it hard for people to reach. I observed for a while and people walked past those products. I observed customer get more products from racks, tables, and shelves. The other products displayed above were ignored.
The last image is a mother and daughter shopping, I observed these subjects for a while and saw how they negotiated on the product in the older woman’s hand. The little girl wanted her mom to buy her the sweater and the mother told her she needed to leave another item she had picked up already. The mother and daughter seemed to be walking around looking at the cheaper products that were displayed.