Store #1: Macy’s
The first store I went to was Macy’s, located in Burbank Town Center. Macy’s is a well-known middle to upper class ‘anchor store’ that sells everything from children’s clothes to cookware and jewelry. Macy’s is owned by Macy’s, Inc., the same company that owns Bloomingdale’s. Each year since 1924, Macy’s has hosted the Macy’s Thanksgiving Day parade in New York City that is shown on television and features many eye-catching floats and that is a familiar tradition with most Americans on Thanksgiving day, along with eating turkey and pumpkin pie. Macy’s has been operating since 1858, and was founded in New York City, New York. Currently, they are based out of Cincinnati, Ohio. Macy’s serves the United States of America, from 798 locations. Their revenue, as of 2009, is $24.892 billion.
The first store I went to was Macy’s, located in Burbank Town Center. Macy’s is a well-known middle to upper class ‘anchor store’ that sells everything from children’s clothes to cookware and jewelry. Macy’s is owned by Macy’s, Inc., the same company that owns Bloomingdale’s. Each year since 1924, Macy’s has hosted the Macy’s Thanksgiving Day parade in New York City that is shown on television and features many eye-catching floats and that is a familiar tradition with most Americans on Thanksgiving day, along with eating turkey and pumpkin pie. Macy’s has been operating since 1858, and was founded in New York City, New York. Currently, they are based out of Cincinnati, Ohio. Macy’s serves the United States of America, from 798 locations. Their revenue, as of 2009, is $24.892 billion.
Though I didn't manage to get the sign in the picture (I was afraid the salespeople might get suspicious), the red star that is visible slightly above the left of my sister's shoulder proves that this is, indeed, Macy's.
Macy’s demonstrates the concept of ‘petting’, as described by Underhill, in various places throughout the store. As suggested by the photos above of the black stretch pants laid out on a table, Macy’s encourages consumers to fondle, hold, and otherwise ‘play with’ the jeans – so they might become more attached to them. Of course, though Underhill would tell you right away what the department store is encouraging, this method is still discreet, as there is no sign literally telling customers what to do. However, in the photo of the jeans that have a sticker on the bottom that says ‘touch me if you dare’. They are not displayed out on a table, so the consumer will not distractedly play with them; instead, Macy’s has devised a way to make forming a sensory relationship with the jeans, by the consumer, irresistible. Though this isn’t exactly usually how petting is displayed, according to Underhill, it still is encouragement of fondling the jeans and, so, still is a version of petting, though presented in a different way.
I noticed customers usually would not ‘pet’ the clothes unless someone else was there. For example, right after I took the picture of the stretch pants, I saw a woman wander over distractedly and feel the ‘yoga’ pants. Also, she seemed very distracted while doing so – almost as if the action was subconscious.
I noticed customers usually would not ‘pet’ the clothes unless someone else was there. For example, right after I took the picture of the stretch pants, I saw a woman wander over distractedly and feel the ‘yoga’ pants. Also, she seemed very distracted while doing so – almost as if the action was subconscious.
Another thing I noticed, in Macy’s, was the demonstration of Underhill’s ‘Butt-Brush Theory’. Though it is not very clear, the watches displayed in the picture on the left, are marketed towards women – they were more decoration-oriented and not function-based. Also, these watches were displayed on pink cushions and mats. Perhaps it is not quite visible in the photograph, but there was plenty of room between on the counter and the racks behind it. Those tiles below the counter stretched a few yards back and the racks behind were placed a few feet back from the carpet even. The picture to the right demonstrates the Butt-Brush Theory in action, again, in I think a clearer way. Obviously, those sunglasses and purses in the middle aisle are marketed towards women – for one thing, men don’t usually wear purses and Eva Mendes is modeling the sunglasses. There is plenty of space in that center aisle and around each display.
The women I noticed who went in the aisles occasionally were spread out and far between, though you would imagine the center aisle of any major department store as cramped.
The women I noticed who went in the aisles occasionally were spread out and far between, though you would imagine the center aisle of any major department store as cramped.
The last, main thing I noticed in Macy’s was that the clearance racks were not organized and jumbled together. There was no clear order to them, just big signs that read “clearance” or “sale”, despite the fact that the rest of the store was extremely well organized and clean. Most customers did not go over to the sales rack until they were done looking at other sections and would glance furtively back at them, as though embarrassed by the thought that they would consider digging through handbags for a good deal.
Clearly, Macy’s is a department store that markets their products towards middle class or upper middle class people who want to look wealthier than they are. Everything in the store demonstrates high quality, but not the way that Bloomingdale’s, for instance, does. They still have messy clearance racks and tubs available, although they are hidden away. The salespeople are dressed in expensive-looking clothing and doused in perfume. They do not bombard you, but instead, memorize your movements and will come over with a polite question every so often (“are you finding everything okay?”). Macy’s appears to be geared more towards women as the majority of the store is comprised of women’s clothing, accessories, and home décor and products.
Clearly, Macy’s is a department store that markets their products towards middle class or upper middle class people who want to look wealthier than they are. Everything in the store demonstrates high quality, but not the way that Bloomingdale’s, for instance, does. They still have messy clearance racks and tubs available, although they are hidden away. The salespeople are dressed in expensive-looking clothing and doused in perfume. They do not bombard you, but instead, memorize your movements and will come over with a polite question every so often (“are you finding everything okay?”). Macy’s appears to be geared more towards women as the majority of the store is comprised of women’s clothing, accessories, and home décor and products.
Store #2: Sears
Sears is another ‘anchor’ department store that sells items similar to those sold at Macy’s – men’s and women’s clothes and shoes, as well as children’s, and cookware, even furniture. Sears was founded in 1893 in Chicago, Illinois; their current headquarters are located not too far from there - in the Hoffman Estates of Illinois, U.S.A. Sears serves an even larger area than Macy’s; the department store is located in the United States, as well as Canada and Mexico. Their most recent revenue figure, as of 2012, is $21.649 billion.
Sears is another ‘anchor’ department store that sells items similar to those sold at Macy’s – men’s and women’s clothes and shoes, as well as children’s, and cookware, even furniture. Sears was founded in 1893 in Chicago, Illinois; their current headquarters are located not too far from there - in the Hoffman Estates of Illinois, U.S.A. Sears serves an even larger area than Macy’s; the department store is located in the United States, as well as Canada and Mexico. Their most recent revenue figure, as of 2012, is $21.649 billion.
To my surprise, Sear's features sales and clearance racks on both the left and right sides of the store. Since I walked into the store, expecting Invariant Right to be at play, I was originally unsurprised at finding the $9.99 sales rack, shown to the left, on the left side of the store. Of course, the store managers would want customers to see the nicer, more expensive clothing and items first to tempt them. When I looked to the right of the store, I saw sales there, too! However, the sale rack wasn't as prominent. On the right picture, you see "clearance, clearance, clearance" signs towards the back near the wall. On the right side, as well, you notice that the bikinis lying on the table are advertised as “only $29.99”. In the left picture, though, one can see a sales rack, advertising $9.99 – much cheaper than the supposed ‘good finds’ on the right side of the store. The sales rack is also very large and takes up a lot of space in the front of the store. This does follow Underhill's Invariant Right Theory, because the right side tempts customers to purchase more expensive items. But, it does not match the theory exactly because there are still some sales and advertisement of cheaper clothing on the right side as well, though cheaper and more hidden.
Again, petting was prominent. As one can tell by the picture above, where the influence of sales was discussed, there are bikinis on a table. To the left is another picture capturing the tables prepped for ‘petting’. I did not notice many customers fondling the clothes, although the store, and mall in general, were almost deserted the day I went. I visited the mall on a Friday, so it could have been that most people were at work, but it also could have been influenced by the recession. Either way, I only saw one woman fondling a sweater that she quickly put back. Again, as with Macy’s, the action seemed almost unconscious – as if the customer were a small child again and saw something bright and shiny. I did not notice the woman take the sweater, although she may have come back later to purchase it.
The last thing I noticed at Sears, in accordance to Underhill’s theories, was that the stands that sold products geared towards girls and women were spaced very far apart. As one can see on the pictures to the left, playboy products, Nicki Minaj perfume, and ‘Justin Bieber’s Girlfriend’ perfumes were being sold in stands that were spread far apart. This was, perhaps, the best demonstration of the Butt-Brush Theory I noticed. There were no women currently glancing at the products on the stands, but when I wandered over and stood, glaring at the big cardboard cutout of Justin Bieber, the stands seemed almost obscenely spread apart; I did not really consider looking at the Nicki Minaj perfume, after I was done photographing the life-like Justin Bieber, because it seemed like so much work.
Sears is a big department store that caters mostly to middle-class people. It is not strictly based on budgeting and sales, but does carry an element of that, hence the sales displaced on both the left and right sides as one enters the store. It is a very well known store, though probably not heralded as a household name, like Macy’s, because it does not show the same dedication to making the customer feel as though he or she belongs to a higher class, like Macy’s does.
Store #3: Burlington Coat Factory
Originally started in 1924, Burlington Coat Factory was originally marketed as a manufacturer of women’s outerwear and, obviously, coats. Now, Burlington Coat Factory is a major retailer that sells all different sorts of clothes for a discounted price. As stated above, the original store was founded in 1924, but retail outlets did not open until 1972. Their headquarters are located in Burlington Township of New Jersey, in the United States. Burlington Coat Factory serves forty-four states of the United States, as well as Puerto Rico. As of 2004, the revenue of Burlington Coat Factory is reported to be $2.8 billion.
Originally started in 1924, Burlington Coat Factory was originally marketed as a manufacturer of women’s outerwear and, obviously, coats. Now, Burlington Coat Factory is a major retailer that sells all different sorts of clothes for a discounted price. As stated above, the original store was founded in 1924, but retail outlets did not open until 1972. Their headquarters are located in Burlington Township of New Jersey, in the United States. Burlington Coat Factory serves forty-four states of the United States, as well as Puerto Rico. As of 2004, the revenue of Burlington Coat Factory is reported to be $2.8 billion.
Most of Burlington Coat Factory is arranged as the picture on the left suggests – haphazard and, frankly, a little bit messy. The lights are fluorescent. There are hardly any salespeople walking around. When I went, I only noticed one salesperson, but she was not speaking to any customers; I did not see any workers cleaning or straightening up. The entire store seems almost scarily focused on one goal – a good deal. The Burlington I visited featured a wide, carpet-lined walkway. On the right side (there’s the Invariant Right theory, again!) and towards the back, there were rows, just like the one pictured, filled with shoes and clothing. They did not seem to be organized in any way besides size and sales. The thing I most noticed about Burlington was its promise of a discount. I can only assume that all other Burlington Coat Factories are like this, especially since the Burlington commercials I have watched feature people who say how much they got for how small of a price. Their slogan is "Brag about it", it inferring the deal, after all.
Just like, both Macy’s and Sears, Underhill’s ‘Butt-Brush Theory’ can be seen in action at Burlington. My sister is standing between the two aisles that contain girly school supplies and purses. Not only is there enough room between the aisles themselves, the aisles branch out from a main walkway, where men’s things can be bought. This ensures that, even if a woman’s bottom is brushed, it will probably not be by a man, and, thus, she will be able to shop in relative peace.
The final thing I noticed at Burlington Coat Factory, is that the cash registers - and mostly all of the workers – were on the left side of the store. When I walked in to Burlington, I saw that very clearly. There was no effort to disguise that all of the objects available for purchase lined the left side and back of the store. The cash registers could be on the left, because people don’t need to see the cash registers until they are done exploring the rest of the store – and have bought all they can.
Overall, Burlington caters to those Americans (and some Puerto Ricans), who perhaps can not afford that much, but still want clothes that do not look discounted or like they are not from a thrift store. Those who go to Burlington Coat Factory are probably looking more for a deal than they are for a shopping experience. Burlington Coat Factory has gained in popularity since it was originally opened. Thus, it is reasonable to conclude that the store offers something every American wants - a good deal.