In contrast, the sales associates at Century 21 function as managers of 'crowd control,' particularly doing big sales days.
The reason for its apparent lack of care for its layout is because Century 21 is a discount store that is always crowed with bargains, versus a store that occasionally offers sales. Scoop lacks many bargain racks, no doubt because they would interfere with the store's cultivated image of exclusivity. Bargain racks would clutter up the layout of the store. Bargain racks tend to look unattractive because they contain a wide array of merchandise of assorted, rejected sizes and colors. This does not affirm the exclusive Scoop image. Consumers also tend to hover near bargain racks, creating a backlog of store traffic. Bargain racks draw consumer attention away from the areas of the store Scoop wants them to see, namely the more expensive items that are very trendy. Rather than advertising sales, Scoop tends to advertise the 'newness' of the fashions that have just arrived.
Century 21 uses its discount merchandise as a 'draw' by advertising sales, much like supermarkets advertise sales.
Consumers know that they can go to Century 21 to obtain clothes at a 40-65% discount on a regular basis, and even deeper discounts on store days. The sense of competition often causes women to go alone, so they will not have to fight with their friends about who saw the trendy Coach bag first. In contrast, Scoop is more of a social experience. Unlike Century 21, its dressing rooms are far larger, better organized, and offer attractive mirror space to encourage the consumers to carefully look at themselves, and see the designer-level quality in their clothes and image in the mirror.
Some consumers take a great deal of pride in finding bargains. Even consumers who can afford more expensive items may enjoy...
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