Ch. 15 - Retailing

Michael Kors Outlet

1000 Premium Outlets Drive
Tannersville, PA 18372

I recently visit The Michael Kors outlet in PA during my trip to the Poconos. It was a Specialty store. The level of service was very high, upon entering the store, I was greeted right away. The store design tells me that the retailer is a well-respected designer with a high price range.  The store was very organized, clean, and minimalistic, so that tells me the designer possesses those qualities. The product assortment is narrow only carrying Michael Kors products. They had a very large variety of Purses and wallets.  The purses are spaced out by at least a foot and are displayed in an appealing manner with the straps on a metal hanger and the purse on the surface. The Presentation of the whole store was amazing. The clothing is hung in one opened door amount space. The shoes are in a separate area with a foot spacing apart. The accessories are at the front cash wrap. All of the merchandise is accessible and easy to find. The stores target customer is mainly women, young twenties to ageless. The store is targeting a customer that is looking for quality in product and wants key pieces of clothing, not just daily wear. There is a small amount of clothing in the store, it is mainly purses, so that tells me the retailer targets a large amount of women, and not just one particular size. The employees there introduced me to new products they asked me what kind of products I was interested in and what kind of styles I liked. They were very helpful and warm. The store smelled good and the fixtures are very bright and clean white.  The fixtures suit the environment very well, showcasing every inch of the store. The color that is mainly used in the store is white.  From the outside of the store passing by, you can see that the inside is very pearl white and bright from the lighting.  It is a beautiful choice, because then the color showcases the bright colors of the merchandise and the gorgeous textures of the merchandise. The window displays of the store are similar to the inside of the store.  The display shows some purses in the same way they are set up in the store, basically letting the merchandise talk for itself.  The windows are very pleasing, but the store front looking inside is the main attraction.