EOC Exercise: Chapter 6

Retailers convey their brand image through retail stores by their in store marketing/advertising, sales associates, products and atmosphere. “It is essential to create brand awareness for the customers to know about the brand’s existence. The retailer must strive hard to communicate the USPs (Unique selling Proposition) of the brand to influence the buying behaviour of the customers. In simpler words, advertisements help the end-users to know to which brand a particular product belongs.” (http://www.managementstudyguide.com/role-of-advertising-in-retail.htm)

            A store that I have visited is in the mall Town Square. It is a little woman’s boutique called Bohme. The atmosphere was very laid back and neutral. There were about 1-2 employees working, there was a good amount of lighting but no music playing. There was hardly any marketing besides a sign that said what was on sale and a sign right outside of their store. The customer service was very good, they greeted me and asked if I needed help with anything; it was like they wanted to have a conversation. Some of their fixtures consisted of racks, tables a few shelves and drawers. I thought that it was a perfect amount for a small store. The types of clothes seem like they are high quality, they are priced higher than H&M and Forever 21, and they are very neutral colored and fashionable. They also sell accessories. I think the retailer does convey a specific brand image to the consumer, because when I think of Bohme, I think of bohemian and the bohemian trend is very natural and free. I think they just want you to express yourself through fashion and creativity. “Originality is an ever diminishing commodity because it is constantly stifled by the dictates of pop culture. At Bohme, we simply believe you should do your own thing. Be true to your inner creativity and those whimsical moments of self-expression-let them out for the world to behold. Let your sexy, artistic spirit roam wild and free.” (http://www.bohme.com/About)

“How we choose to adorn ourselves is a daily opportunity to express our own unique brand of creativity. It's a way of telling the world how you see yourself, and the world is compelled to respond in kind.” (http://www.bohme.com/About)