have pleasing surroundings, and low-priced
discount stores may not try for any particular
ambiance at all. These physical environments
match the image being projected.
The number of employees, and their
appearance and attitudes, also contribute to
image. Upscale stores are expected to have
plenty of sales assistance available for shoppers.
Employees should be courteous, knowledgeable,
helpful, and dressed at a similar fashion level
to the merchandise for sale in the store. If an
image is correctly interpreted by a company’s
own employees, it spreads to the customers
and reinforces itself in the marketplace.
Bargain-image stores have limited numbers
of employees, who may wear plain, company-
provided smocks. They are not expected to
provide individual help on the sales fl oor since
that is one way that prices are kept low.
Promotion, such as advertising, should
project the image appropriate to attract desired
target customers, 13-13. If a store attracts
shoppers at a certain fashion level because of
its advertising, but stocks merchandise different
than projected, shoppers will likely leave without
buying anything. Advertising and promotional
messages should clearly defi ne the store image
to the target audience.
Sometimes it is necessary or desirable to
change a retailer’s image. This might be done to
adjust to changing demographics, the desire to
attract additional customers, or to differentiate
itself from increased competition. Companies
want to keep old customers and add new
ones, which might be done by changing the
merchandise assortments, services, ambiance,
and promotion over time.
Customers patronize retailers who treat them
fairly and honestly. Retailers at all price levels are
interested in building both reputation and image.
By carrying out targeted policies through their
actions, retailers build the correct image, whether
it is budget, upscale, or somewhere in between.
13-12 Describe the fashion image indicated
by the entrance to this shop.
13-13 This poster at the mall entrance of an
Eagle’s Eye store does more than promote
one type of shirt. It also tells passersby that
the store has multipurpose, classic items in
natural fi bers at good prices.
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