Shopping Anthropology-Disney Store
Disney was founded in Los Angeles, California since October 16, 1932. Walt Disney signed a contract to start making Alice comedies. This was considered the start of the Disney Company. They were first known as The Disney Brothers Studio because Walt and Roy Disney worked together as partners. On December 15, 1966 Walt Disney died and his brother Roy Disney continued the Walt Disney company and made the imposable possible till this day. On July 17, 1975 Disney created the first adventure park in Anaheim Florida. The first Disney store opened in Glendale, California, March 28, 1987. Now Disney has around 479 locations. Its presence in the market is for the public. Disney tries to reach out to girls and boys of all ages. Its industry is for the mass media. Disney’s headquarters is in the Walt Disney Studios, on Buena Vista Street, in Burbank California, United States. Its revenue of 2012 is U.S$ 42.278 billion.
Analyzing the Decompression Zone in the Disney store, Paco Underhill’s theory was noticed. The stores lay out for the Decompression Zone was perfect for mother with children and also other guests who would visit the store. There was a wide and open space when the guest entered the store. There was nothing laid out in front of the guests who walk in but there were items on the left and on the right of the entrance. In front there was empty space but the guest would notice a sparking trail on the ground that made the store look and feel magical. This trail was called the “Pixy Trail.” It led all the way to the plush animals called the “plush mountain.” This was interesting to see because it made the guest feel very secure and comfortable when they walked in but it was like a pull for the little ones to run into the store. This made the guests feel like they are not being pressured but unconsciously they are being lured in.
Underhill’s “invariant right” was the second pull that was noticed once a guessed would walk in. Disney designed the invariant right in a very attractive
way. The new characters and movies were placed on this side of the retail store. Specific guests such as mothers, would notice there child’s new favorite
character on the right and would be lured to those items. Walking into the store the first interesting thing that was noticed was that there were more people on the right side of the store then the left. The most interesting point that caught my attention was that both the left and the right sides were full of items close to each other. This was Underhill’s “butt brush” area. The cloths were hung lower than average and close to each other. There were guests that
were touching different items with their legs there shoulders and butt without intending to. This resulted with the guess turning around and examining the
items they did not mean to touch. After finishing the walk in, Disney had laid out shirts for the mothers as well. Disney animated shirts to match with their
children were folded and placed on a table so that the older generation would at least touch the items to grab their attention. This was another one of
Underhill’s traps that Disney took under consideration. Disney has guests of all ages loving there animations and characters. This is a strong pull that Disney
has, but since they are adding Underhill’s theory they are twice as good at unconsciously luring customers into their store. Finally, passing all the obstacles that Disney has laid out for the guests, they find themselves buying items and helping the Disney store continue with their high sails scores.
Underhill’s “invariant right” was the second pull that was noticed once a guessed would walk in. Disney designed the invariant right in a very attractive
way. The new characters and movies were placed on this side of the retail store. Specific guests such as mothers, would notice there child’s new favorite
character on the right and would be lured to those items. Walking into the store the first interesting thing that was noticed was that there were more people on the right side of the store then the left. The most interesting point that caught my attention was that both the left and the right sides were full of items close to each other. This was Underhill’s “butt brush” area. The cloths were hung lower than average and close to each other. There were guests that
were touching different items with their legs there shoulders and butt without intending to. This resulted with the guess turning around and examining the
items they did not mean to touch. After finishing the walk in, Disney had laid out shirts for the mothers as well. Disney animated shirts to match with their
children were folded and placed on a table so that the older generation would at least touch the items to grab their attention. This was another one of
Underhill’s traps that Disney took under consideration. Disney has guests of all ages loving there animations and characters. This is a strong pull that Disney
has, but since they are adding Underhill’s theory they are twice as good at unconsciously luring customers into their store. Finally, passing all the obstacles that Disney has laid out for the guests, they find themselves buying items and helping the Disney store continue with their high sails scores.