STRADIVARIUS VS MARC BY MARC JACOBS

We decided to compare these two shops because they are very interesting in terms of atmospheres, disposition and ways to seduce the consumers.

STRADIVARIUSRUA DO CARMO

28 'EDIFICIO GRANDELA1200-94  LISBON

At the beginning, Stradivarius is a family company created in Barcelona in Spain in 1994. 5 years later, this retail chain was acquired by Inditex. INDITEX has also the follow brands : Zara, Pull & Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Zara Home and UterqüeInditex is one of the biggest fashion retailers in the world, its success is an unique business model, based on innovation and flexibility. Their watchwords are : creativity,  quality design and rapid turnaround. That is specially the case of Stradivarius.

Stradivarius is a brand of  ready-to-wear clothing very trendy who addresses a feminine public younger than Zara. Stradivarius takes a youthful approach to fashion with an original and dynamic twist on the latest trends in design and products.As we said before, the success of Stradivarius is greatly due to their ability to rotate their products in a short time period, to adjust to changing market demands. That is why, a lot of clothes change every day.The spirit of Stradivarius is feminine, fresh and creative. The dress proposed are with an informal and imaginative style , to have a funky look.

Located in baixa- Chiado Stradivarius store is located in an old beautiful building and a very busy street next to others famous brands like Springfield, H&M,… The store is spacious with an upbeat decor, light and trendy music. They are endowed with a modern and dynamic atmosphere.The reception as the decoration are taken care over, the atmosphere is designed : elegant wallpaper, dark walls and big chandelier. The design is a mix of a modern and urban spirit.The Stradivarius shop puts exclusive designs and special material to use, taking extreme care with all its products. Dim lighting is arranged to illuminate certain areas, and cast deep shadows in others. In an atmosphere saturated in black, this creates a highly dramatic effect, almost like a theatre, where Stradivarius garment take center stage.

In terms of merchandising, the different kinds of products are mixed : clothes with shoes, bags, accessories… It permits to show to the consumer how they can mix the products and encourage them not only to buy one product but also others products which can be associated with the main product. The space profitability is well arranged because even if the store is not very larg and big, the way that the clothes are put away give us the impression of a spacious store. The fact that the clothes are very closer, tempt consumers to buy several products.

The shop windows are very well designed to seduce the consumers and encourage them to enter inside. In the same way, the salesmen or saleswomen are dressed with the clothes of Stradivarius to show their products.

In brief Stradivarius seduces the costumer with a dynamic, modern and pop ambient.

The Stradivarius’s mission statement is :“Stradivarius brings the latest fashion to its stores with an inviting and sophisticated atmosphere 

where the shopping experience becomes a pleasurable event.”

CUSTOMER SEDUCTION

Shops Windows attractive Design, modern atmosphere

ORGANIZATION PRODUCT

Products mixed

MARC BY MARC JACOBSLargo de S. Carlos 1/7

1200-410 LISBON

Marc by Marc Jacobs, opened the 14th of October 2009, it’s the first Lisbon store, located in this city’s prime district Chiado. The 150 square meter area, which is designed and decorated by Stephan Jaklitsch Architecs, hosts the men and woman ready to wear and accessories collection. After this opening , the Marc Jacobs brand has now 190 independent stores all over the world.Located in Chiado Marc by Marc Jacobs store is located in an old beautiful building with some history: it was, in fact, the birth place of Fernando Pessoa. The store is also just in front of the Sao Carlos Theatre, an opera house in Lisbon, that attracts a large number of tourists and art lovers every day. In this way the store wants to offer its costumer a place in which fashion meets art, culture and history. The stores hosts the more casual Marc by Marc Jacobs line. You can find eyewear, handbags, Men’s shoes, Menswear, Women’s Shoes, Womenswear. The plan is for it to also show temporary exhibits.Unlike Marc Jacobs’s main collection, that targets high end consumers, Marc by Marc Jacobs targets mid-level consumers, especially guys and girls, trend-spotters, with a style to all appearance quirky, fun, simple, and easy but with an always strong fashion personality. You can buy women’s handbags for an average couple hundred of Euros, and the most expensive piece in the men’s section is a €509 jacket.The store is divided into two areas: women’s collection and men’s collection.The women’s area is divided in two different floors. On the first floor there are bags and accessories. The bags presented along the store perimeters in shelves, are highlighted by spot-lights that emphasize each single model. They are easily to recognize and to note by customers. Sunglasses, bijoux, belts and some design accessorizes are disposed in simple and minimalistic white display cabinets. We can note also a very big white wooden swan that carries very colored bags on its back. On the second floor there are clothes and shoes. Most of the clothing is presenting along the store’s perimeters in very simple aluminum display racks to emphasize especially the collection. In the middle there is a big blue bench with the “Marc by Marc Jacobs” logo on it which disposes some carefully mixed t-shirts. The men’s area is smaller than the women’s zone. Clothes and accessories are presented along the store perimeters like in the other area and t-shirts are carefully divided by color on the shelves. When the customer enters the store he/she is welcomed in an stylish atmosphere in which all things are accurately disposed. The main color of the store is blue, a very relaxing color, and inside you can listen to jazz music. In this way the shop is viewed like a place that correctly combines shopping with mental relaxation. At the same time inside the store customers are surprised by some strange and unusual things scattered strewn inside the shop: a huge white swan, a huge orange cow, some colored water bottles and panama hats hang at the wall. There is also a plasma screen that shows the last fashion shows

of the brand. In fact Marc by Marc Jacob’s brand image is known for luxury, exquisite tailoring but also an unconventional twist, which makes this brand so unique.In brief The Marc by Marc Jacobs store seduces the costumer with a modern, poetic, stylish and relaxing ambient where salesman are dressed in black and white, and are ready to satisfy every request.

CUSTOMER SEDUCTION

ORGANIZATION PRODUCT