BOC Week 7 Exercise

The store that I visited was Hottie, a locally owned retail chain here in Las Vegas. The location that I visited was is on Eastern & Silverado Ranch in the Silverado Ranch plaza.

I would like to start off by saying that Hottie is a store that much resembles a Forever 21 or Wet Seal. That being said, when you enter the store, you are slightly overwhelmed by the amount of clothing and color that the store has to offer. This particular day (I’m not sure if it’s like this everyday) there was techno music playing from Sirius radio all over the store. I think that techno music is a good choice for the store because it really helps build the party girl atmosphere.

Hottie’s fixtures are just like what you would find at a Wet Seal. There are several free-standing hanging racks, lots of wall-hanging racks and circular hanging racks for sales merchandise. Along the back walls of the store, you find SEVERAL different brands and types of shoes.

The customer service at Hottie is always rather good. If you visit the store often, you are likely to see a familiar face. Upon walking into the store, you are kindly greeted by an associate and asked if you need any assistance. The girls working are more than happy to help you find sizes and get you into a fitting room.

The brand image that Hottie offers is trendy, chic fashions at budget prices. The story that is told to the customer is that of a fashionable, well-dressed, trendy 18-30 year old woman who has to shop within a budget. This story and image are very easily recognizable through the store space. The store space also clearly reveals a lack of quality in the clothing that you will receive. Hottie is surrounded with a Target, Marshall’s, GNC, Layne Bryant, Ulta, Bath and Body Works and other discount stores. This location tells the customer that they will be receiving budget clothing.