Abercrombie
The
first store I visited was Abercrombie in Sherman Oaks mall. This American
retailer was found in New York City, New York in June 4, 1892 by David T.
Abercrombie Ezra Fitch. Abercrombie has been in the market for 121 years. Their
headquarters are New Albany, US and they are spread worldwide. The revenue of
Abercrombie was 4.158 billion dollars (2011). This retail company has over
three hundred locations in the United States and is expanding internationally.
This American retailer is mainly focused on casual wear for consumers who are
in the ages of eighteen to twenty two. Abercrombie has four divisions which are
Abercrombie & Fitch, Abercrombie kids, Hollister Co. and Gilly Hicks.
Abercrombie & Fitch is one of America’s favorites. This retail store has many teenage kids and adults that are up to twenty two years of age entering the store. Their behaviors were very predictable. People walked in and at first site is what Paco calls the “decompression zone.” The results are amazing because he’s theory is very accurate about why retail companies should not put anything in the decompression zone. He said to remove everything from the decompression zone because “nobody is ever going to see it.” if retail companies really considered this advice they would make a lot of profit because from what I saw in the Abercrombie store makes Paco’s theory very true. People passed by and they did not pay any attention to what there was in the decompression zone, they simply continued walking further more into the store. The invariant right theory is also very true. It really does make a lot of sense. Teens would walk in the Abercrombie store and just glass on the right side of the inside. Right when they come in they look at the right to see what there is. Therefore without even looking to see what there is in the decompression zone they walk in and look right. This happens to almost everyone from bid to small and it happens unconsciously. Then we have the petting which happens again very unconsciously. People walk in further more into the store and just glass by the clothing and pet it. It is not a hundred percent chance that they will buy the clothing but they still do pet the clothing. In Abercrombie there is a fifty percent chance that they will actually pay attention to what they are petting and buy the clothing. Lastly we have the trick called the butt brush. Although, Abercrombie did not have too many butt brush areas but they were still some. In case of Abercrombie the butt brush trick does not really work. In the store I have noticed that people don’t really get attention buy accidently touching the clothing.