Today we visited Westfield Stratford City to explore how different brands represent themselves. After an hour spend on researching and then another hour discussing about our observations we came across several interesting reflexions.
First we talked about how different brands select and treat their target audience. We looked at the differences between middle-class targeted shops and the ones that are aiming for customers from the upper-class. Besides the obvious difference like the product itself, we noticed that expensive shops tend to be smaller, with more minimalistic interior design, quiet music and elegant, well-bred staff. Cheaper shops on the other hand are more likely to be bigger, more colourful, loud and messy with forward, friendly staff. We then looked at user experience, brand loyalty and stereotypes.
One of the most interesting aspects we discussed was user experience. We reviewed how different brands create unique, magical experience for their clients.
The first store opened in 1997 at the Saint Louis Galleria in St. Louis, Missouri. Today there are over 400 stores worldwide and over 125 million furry friends adventuring around the globe. Build-a-bear store allows you to create your own stuffed animal. This is how they advertise this magical experience:
“It’s a gasp of surprise, or a squeal of delight. Maybe a breathless thank you thank you thank you, or quiet, wide-eyed amazement. When you step into our world of wonder, fun fills the air, and the noise of everyday life fades away.
Ignore the schedule. Decline the call. Build-A-Bear Workshop is where your child grabs your hand and your heart and together you’re inspired to create. Here, everyone is empowered to imagine, and every bear begins a story. Bring your loved ones, and see how building a furry friend is building so much more.”
This idea may not convince some adults but children instantly respond to the magic of creation.