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 products being sold? The retail store that I went into is A and F the reason being cause we talked about them in this chapter. They have a very different retail store. The music is super loud when you walk in and you can’t even hear yourself think, and don’t even dream about answering your phone in there. The customer service is horrible no one wants to help you what so ever. They act like you should be privileged to shop in here and you are lucky if you can wear our clothes. The one thing that they did have going for them was that the store does look just like the brand they are trying to sell. Everywhere you look it is the A and F lifestyle all over. Good looking models and good looking people working there too. I have always liked that store. I like that they don’t make clothes for fat people. If you can’t fit in them don’t buy them. It’s almost like they are saying if you don’t fit in our clothes then you need to go do something about it. I don’t mind someone that steps up to the plate and says what they think. Good for them.
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