Build-A-Bear Workshop

1. What store did you observe? Who do they market to?

The store I chose to analyze is Build-A-Bear Workshop. They market mostly to children under age 12.

2. Briefly describe the following:

a. appearance of store entrance (from outside): The Build-A-Bear sign at the outside of the store is made to look like you're about to enter a workshop. There is stitching surrounding the store's name; there's a button and a ball of yarn in place of the two "o's" in “workshop.” You can tell immediately from the sign what type of demographic this retailer is catering to.

b. sounds (inside the store): Build-A-Bear programming experts created customized music for the store. They tried to select songs that would appeal to younger customers; I didn't recognize any of the music that was playing, however I could tell it was geared towards a different demographic.

c. how the merchandise is displayed: the store was overwhelming when I first stepped in because there is so much to see and so many stations to visit. Every stage of the bear-making process had its own station, including a station for sound.

d. floors: there were shiny, hardwood floors.

e. signs: there were signs that marked the different stations, for example stuffing, dressing, or putting sound into the product. There are signs telling you where to start, and where to go which are easy to read, especially for younger kids.

f. cashier area: even the cashier area was made to target a younger demographic. It mimicked the rest of the store's kid-centered design.

3. What image does this business try to project? Give specific examples of design elements that reflect this image.

The business tries to project a kid-friendly image. Just by the font of the store's name on the outside and of the signs in the inside, you can tell it's supposed to be a place for children. It's warm and inviting looking, and large objects like yarn balls and buttons reinforce this image. Also, there are hundreds of bears aligning the store walls, each a different color, and each with different patterns to their outfits.

4. How did customers interact with various elements of the store's design?

The little kids were all over the bears. They were drawn to the textures and the colors especially. It seemed like the material the bear was made of played a large role in the customer's decision. However, in the end, I think what the customer cared about most was the colors and the dress of the product. Parents, on the other hand, weren't the ones grabbing the bears from the shelves and trying to figure out which one they liked best based on color and composition. And that's because Build-A-Bear is a store that markets to children, not adults, and they know how to cater to their main audience.

5. What did you find interesting about the design of this store?

It was interesting how eye-catching everything in the store seemed to be. I was drawn into almost every object I saw. Build-A-Bear has a great way of choosing bold colors, bold patterns, fabrics and designs that draw the customer's attention. Even the font they chose for signs was attention grabbing, especially the store's name on the outside; it makes you want to walk in even if you have no intention of purchasing anything.

3.