Servicescape-HM
Abstract
H&M, which is located in Liverpool one, is a clothing shop focusing on young people who pursue fashion. Comparing with other H&M stores, it only attracts a small number of customers. As a result, our group made a research about the shop in order to discover the problems and provide meaningful suggestions. Based on the group member’s real introspection about the shop and the servicescape which enabled us to have general beliefs, feelings, and behavioral intentions toward the store (Elisabeth 2011), our group analyzed the problem of H&M through three aspects, vision, odor and auditory sense. In order to draw more customers’ attention, we concluded several alternative choices that can be adopted to redesign the shop’s physical evidence. However, on account of the fact that only four introspections obtained, this research has several limitations. In the further study, researchers can interview more customers to acquire more reliable advices.
The Introduction
H&M Hennes & Mauritz is Sweden multinational company which is involved in the design, production and retail of fashion clothes and accessories. It had opened more 2,200 stores in 38 countries over the world until 2010 and continued to expand and open their new store in other five markets in 2011. The business concept of H&M is to offer good quality fashion products at the best price. Without owning any production lines or factories, H&M is supported by 700 supplies in 300 countries, and most of them are in Europe and Asia. In 2010, H&M online store opened in the UK, which is one of the most significant markets. (H&M Annual Report 2010)
There are two H&M stores located in Liverpool One. The H&M Liverpool that is prepared to redesign the servicescape is on the Church Street, which is opened much earlier than the one on the Paradise Street. It is a three storeyed shop selling fashionable clothing and related accessories for women, men and kids. Compared with the H&M on the Paradise Street, its décor
H&M, which is located in Liverpool one, is a clothing shop focusing on young people who pursue fashion. Comparing with other H&M stores, it only attracts a small number of customers. As a result, our group made a research about the shop in order to discover the problems and provide meaningful suggestions. Based on the group member’s real introspection about the shop and the servicescape which enabled us to have general beliefs, feelings, and behavioral intentions toward the store (Elisabeth 2011), our group analyzed the problem of H&M through three aspects, vision, odor and auditory sense. In order to draw more customers’ attention, we concluded several alternative choices that can be adopted to redesign the shop’s physical evidence. However, on account of the fact that only four introspections obtained, this research has several limitations. In the further study, researchers can interview more customers to acquire more reliable advices.
The Introduction
H&M Hennes & Mauritz is Sweden multinational company which is involved in the design, production and retail of fashion clothes and accessories. It had opened more 2,200 stores in 38 countries over the world until 2010 and continued to expand and open their new store in other five markets in 2011. The business concept of H&M is to offer good quality fashion products at the best price. Without owning any production lines or factories, H&M is supported by 700 supplies in 300 countries, and most of them are in Europe and Asia. In 2010, H&M online store opened in the UK, which is one of the most significant markets. (H&M Annual Report 2010)
There are two H&M stores located in Liverpool One. The H&M Liverpool that is prepared to redesign the servicescape is on the Church Street, which is opened much earlier than the one on the Paradise Street. It is a three storeyed shop selling fashionable clothing and related accessories for women, men and kids. Compared with the H&M on the Paradise Street, its décor