Week 7 BOC: Visit a retailer

          I recently went into a Thomas Sabo store. Their store is mainly all sterling silver accessories. Their motto is “We love fashion, we are fascinated by it, we are inspired by it, every day of our lives. For us, it is a way of playing with our personality as fashion is not static, but changes and develops – just like our personality.” Everyone that works there looks really punk, or alt. it wasn’t scary or anything but they do carry the brand really well, and they also know the product knowledge which is a part of their brand rep. skills.

            The store was made to almost look like the jewelry, it was stark and silver, and all the lights were really dim. The fixtures were of course, either white or silver. The message I got from the retailer is “if you want to look fashionable, outstanding, and different, shop at Thomas Sabo.” Like I said before the atmosphere was really interesting, at first it looks like you’re walking into a cave, then you also have the associates just staring at you, but they’re not staring, they’re really just observing you to see what you like and what you don’t like. Pretty weird huh?

            My overall thoughts of the store were really good, they had exceptional customer service, and their store layout and the whole concept of the store matched the jewelry. What I got from the store is that they are a statement brand. My definition of statement brand is what it says it means. It makes a statement in fashion, only because the jewelry is really gaudy and out there. That means you have to be very fashion forward and gaudy in a sense. Even though I would never buy it, other people would buy it because it’s their particular item they would purchase.