Z Gallerie: an analysis

Overview
Z Gallerie, a lifestyle retailer carrying an array of furnishings and accessories for the home, is subject of analysis. As a vendor of stylish middle low-to-mid priced pieces, the company's target demographic includes entry-level young urban professionals who desire relatively chic, affordable homegoods.

Façade
While most locations are stand-alone, external facilities, the particular location at Somerset Collection is internal. The storefront is structured with a black walnut coloured material inset with large glass panels behind which various furniture and accessory arrangements are displayed. Entrance doors consist of floating glass panels with a transom located just above. The company makes use of a linear, thin font in display of its name; with the exception of the "Z", which is bronzen and bold, the remainder is very thin and unpronounced almost as if they wish the "Z" to burn in the mind.

Sounds
In keeping with a decidedly cosmopolitan image, the company plays an eclectic mix of ethereal, down-tempo music. Besides music, the store is filled with the usual sounds of perusing shoppers and mechanical equipments.

Display
Large pieces are displayed to model how they'd perhaps appear in a home setting, complete with textiles, ceramics, and other miscellaneous items. Accessory items are grouped less systematically. They seem often to be arranged at random, providing a mix of colors, finishes, and textures. All items are accessible to the tactile grasp of the buyer providing for a casual atmosphere.

Floors
The location chose a light, metallic tinged, seemingly hand-hewn wood for floor surfaces. This presents a sense of rustic that juxtaposes well against the generally cleaned lined merchandise.

Signage
Signage is understated, and used only when necessary. Tags located on furniture pieces convey all relevant information.

Cashier Area
The cashier area is centrally located and consists of two parallel counters, each topped with a substantive material, likely concrete. This arrangement provides for ease of access for checkout by both shoppers approaching from the rear of the store and those approaching from the front.

Brand Perception
As a chain that caters mainly to young urban professional desiring a bit of glamor on a budget, Z Gallerie seeks to typify what is perceived by most as trendy in modern home furnishings and accessories. This is evident in its line of merchandise, often imported recreations of much pricier design, and choice of building finishes and materials always intent upon impression of an image of quality, that is, after all, lacking. The store caters to the shopper that seeks a better experience than provided at Pier One, but is just out of the range of Crate & Barrel, Restoration Hardware, and Pottery Barn, and wish to emulate the image of premier companies such as Baker and McGuire.

Customer Interaction
Customers shuffled through the store generally moving from the front to back and then about the stores edges. This is likely because large merchandise is centrally located while textiles and other miscellaneous items are peripherally placed.

I found the high concentration of merchandise interesting; this seems to be a purposeful element of design. Shoppers enter the store and are enticed by the sheer quantity of vases, ceramics, pillows, etc. all within reach.