Banana Republic
The second store I
visited was Banana Republic at Sherman Oaks mall. This company was found at Mill Valley,
California, US in 1978 by Mel Ziegler and Patricia Ziegler. This retail company
is owned by American multinational corporation Gap incorporation. Banana Republic
has been in the market for thirty five years. Their headquarters are San Francisco,
California, US and they are internationally spread with six hundred and forty
two locations. Banana Republic has an annual revenue for 15.779 billion dollars
(2007). This retail company sales mid-priced formal clothing and accessories
for men and women.
Banana Republic is more of an adult store where you see men and woman in their thirties and forties walking in. This store has more of a formal line of clothing. To start off with the decompression zone, Paco’s theory was not entirely true. Banana Republic is different because of the line of clothing it has and the people that enter are more adults then teenagers. Adults are more careful when they walk in the store. I have noticed that they walk in and they kind of give attention to what is in the decompression zone. One reason for that is because adults usually walk slower than teens do so they kind of do pay attention to what is in front because they don’t rush into the store. Second fact is the invariant right. People walk in to Banana Republic and look right after paying slight attention to what is in front. As people continued walking more into the sore, I have realized that people look what is on the right and then they pay attention to what there is on the left side of the store is. Almost every person that walked into the store started from the right side and ended with the left. To finalize, the invariant right theory applied very well to Banana Republic shoppers. Thirdly the petting. Petting is very common in almost all of the retail stores. In Banana republic there was not too much petting the clothing that was on the tables because most of their clothing is hanging. Although, some people were passing by the clothing that were hanging and they would still pet them. Lastly, since there were a lot of clothing hanging very close together in the Banana Republic store, the butt brush trick worked very well. This theory works very well for men and women. This trick almost worked on everyone in Banana Republic store in Sherman Oaks mall.