Store: GUESS

Date: Oct. 4, 2019

Day/Time: Tuesday / 4:00-4:20

PRODUCT

Guess is one of the largest and most successful fashion brands in the world.
The brand is known for it’s innovative, sexy and sophisticated style and has been
dressing and accessorizing the world with fashion-forward apparel, handbags,
watches and shoes, for years.

LOCATION

Victoria Plaza was the popular reference point, meeting place, shopping and
grocery stores, and a well-liked hang-out for those who wanted to have coffee breaks,
and even lunch and dinner. This oldest mall in Davao City is opened for Davaoeños
along J.P. Laurel Avenue which was formerly known as Bajada. The GUESS store was
located inside the mall, near at groceries and food displayed. It’s for customers
find what they're looking for quickly and easy.

ENVIRONMENT

Music

The music choices were definitely perfect. It strengthens their product (Guess)
through the right choice of music. They choose trending/modern music that makes it
possible for their brand to acquire a unique position in the minds of customers. As a
result, it can impact the mental wellness, shopping choices, and positive feelings of a
customers and even employees. They choose.
Lightning

Visibility is the key for shopping comfort in a retail store; however, both high and
low level lighting can make shoppers feel uneasy. Bright fluorescent lights are often
bothersome and sometimes lead to headaches. Dim lighting can make it hard to
compare colors, which might lead shoppers to feel weary about purchasing a product.
But the balance between light and dark were reflected to this store, Guess, located in
Victoria. Theyused a nice balance of highlighting to their main floor, while using dim
lighting to take viewers into their showroom that possibly catch the eye of shoppers. As
a result, it makes shoppers comfortable that leads them to purchase high quality
products.

Decor

Pictures or images, even decorations are possible ways to attract shoppers.

They include these strategies as a part of their goal to catch the eyes especially the
possible buyers. They used modeling pictures that supports their product, even modern
types of dressing that is trending to this era. They even displayed all types of products
in a store that allow shoppers to spend more time to meditate about which product that
satisfy their needs & wants.

Smells

Scenting. Guess store, grab this opportunity to have positive impact on buying
behaviors of shoppers. It helps the customer to have best experience in this and
possible to become brand loyal. They created a relaxed and comfortable possible
experience for the customers. Even the store was not big compare to other store, but
the ambiance gives a meaningful meaning for their products especially the brand name,
which is the GUESS.
 Does it seem easy or difficult for customers to find help in a store? Victoria mall
has a lot of stores display. One of those is GUESS, in which there were 3 employees
who don’t even wear their uniforms. Some of them are look bored, engrossed in their
phones, or ready to help customers. Even though, there are few employees in this store
but they can easily assist and guide the shoppers about what they’re looking for
because of its space. It’s quite simple and normal size compare to other GUESS store
located specifically in SM Lanang who has a big space.

When it comes of product placement, or Planogram, which means “model or a

diagram that indicates the placement of retail products on shelves to maximize their
sales.” It’s kind of attractive, all retail products were perfectly arranged and categorized.
It’s not hard to locate where the shoes are, where the shirts, pants and even watches
because of its arrangement and categorization. It’s not hard also for shoppers to notice
where are the discounted products because of its large size discounts.

Are there attempts to encourage impulsive purchaser? For those people who can
straightly purchase the products without planning in advance are considered as
impulsive purchaser but when it comes to people who don’t have enough money and
taking too much time to save money are not considered as impulsive purchasers. Based
on a psychological influence, they couldn’t purchase even the smallest amount of
products because for them the brand name GUESS was so expensive, a high quality
product that internationally introduced, so without a doubt all products in GUESS store
were too expensive for lower class and middle-low class.

Another thing about location. Since Victoria known as the oldest mall in Davao
City, many businesses compete with Victoria mall. They offer excessive products that
are unique compare to Victoria mall. As a result, many shoppers would prefer to choose
a common mall that mostly people visit, and leads them to become a loyal to a certain
mall. In addition, maybe the remaining loyal shoppers that consistently visit on Victoria
become small/few and it really affects GUESS store. It lessens the prospect customers
to attract GUESS store because of small amount of shoppers.
Consumer Behavior