When I walked in the store, they had racks about three of them outside with a security in the entrance. He has taps to tapped and plastic bags and in both doors, they had two metal detectors. You walk in the store, on the left , there's a door entrance to a small restaurant next to that was men clothes hanged and also had more clothes below it too. On the right, they had little children clothes. Once you walk more inside there are three escalators, on going to the 2nd floor, the other going to the 3rd floor and the one coming down from the 2nd floor to the 1st floor. Next to the escalators, is the elevator. They have several metal bow shape tables. One was fulled with Halloween decorations, towels, toys, etc. The metal box shape was a fail to Underhill's strategy because the things weren't neatly organized but shoved into the table. On the left, they're were the cashiers, and far down, more men clothing. The men clothing completey covers the first floor on the left side. In the first floor, were plenty of racks on the floor and on the walls, as well. Now that you go to the right side passing the men clothes, it's mostly house decoration, for the living room, kitchen, bedroom and for the bathroom. There was again two metal box shape table but this time, it was stuffed with different sizes pillows, and the other was the warm blankets for children. Keeping walking down, the left side had everything for bathroom, in colors. Almost towards the end of the store, on the left side still, have toys set for both girl and boy. Right in front of them, was another exit with a security and two more metal detectors. On the security side, was home entertain, like the plasma televisions. Now that was a first because they never had aisle of electronics. In front of the exit, was stairs to the basement. Walking careful down the stairs, on the left are baby clothes for the boys and on the right was the baby clothes for the girls. Once your on the bottom of the stairs, you would walk at least 10 spaces and then on the left are three more stairs. They lead to more clothing for boys and girls. In the beginning, are first the girls clothing. Shoes on the left; uniform and pants, shirts, shorts, dresses,sweaters, jackets, etc. are on the right. On the other side of the floor are boys clothing, but I usually don't pass the girls clothes. At that far end, are the escalator going to the first floor and the elevator going both first and second floor. I prefer taking the elevator to the 2nd floor, which is faster. Once out the elevator, the entrance to the 2nd floor is different when you take the escalator. Right in front of the elevator, is a cashier with a sign " Cashier Closed". On the left there's about six racks of bras, whether you want push up or regular. There's more racks with different sizes, colors, and styles for underwear. Behind the underwear, are nurse outfits and next to them are pj's but with a soft fabric. I never understand why they had nurse uniforms. You keep turning to the left and there's wooden racks with colorful and different style for slippers. For me, this was awkward because right in the middle when you enter the bras and panties section, are two small round wooden table and its filled with panties for $1.99. The small round tables doesn't follow Underhill's strategy because it isn't neat and folded, its all messy and disorganized. Passing th tables are the Missy clothing. I know it's called like that because there is a sign. The Missy clothing pretty much cover half of the right side of the 2nd floor. Now passing it, that's for young women. Very plenty of racks, tables with clothes and mannequins. If you didn't realize it, you're going in circles and have arrive to the young ladies section. All their clothes are very fashionable and it's on point because the store knows what the customers wants. There is also a very nice look out the window to the streets of downtown in the 2nd floor.
Once I enter Forever, there are two full dressed mannequins right in the entrance. They have that there because it calls attention to the young ladies, to shop. Once stepping in the store, there is three metal detectors. Both left and right, basically all over the stores were racks, shelves and tables. The dislike of the store, was that the lights was a little too much light. After a while looking, the lights did bother my vision, and they also had a little bit loud music in the background. I could barely hear some people talking. Literally, every inch of the store, including the walls, ceiling, tables, shelves and even the mannequins were white. White is a very bright color. As I explain earlier about the mannequins, they were dressed with very stylish outfits and beneath them are a white table with the clothes the mannequins have on, so the shoppers wouldn't go crazy to look for them. Right behind the mannequins, is this very large tables full with accessories, for example: purses, hand bags, bags, clutch bag and beneath them was two transparent tables with different types of boots. Once you turn to your right, there's varies racks with clothes, next to them more hanged clothes and above them are shelves with either clothes, hats or shoes. Keep walking to your right, there will be more stylish clothing and another table with another mannequins. I really don't know how many more mannequins do they need. Once walking towards the middle are spinning racks with gold are silver jewelry. There they are again, mannequins after mannequins. In the middle of the store, do have some space in between the racks, but it looked pretty big to me. You had to walk about five inches to the nearest rack to your spot. They have plenty of large rectangle poles, from the ceiling to the ground. The poles did had mirrors on both side. This reminds me of a small section in the book "The Science of Shopping" when a teenager had tried of some pairs of jeans, and she walked to the mirrors to see if the jeans made her look hot. This strategy is use perfectly because of Underhill's strategy to have mirrors so the shoppers would get persuade to try on more clothes or even if the store is lucky, they might it and add more. What caught my attention, few minutes ago, was that mostly 60% pf the store have black, gray and white clothes. I'm guessing, those colors are what "hot " is. What I finally liked about a store, is having plus size clothing, and Forever sure did had one. The clothes aren't that big but the clothes are just right. No plus would struggle to find clothes in this store because they have a big section of plus sizes. Once passing the first half of the store that is particularly only black, gray and white; that's when the color pops on the other side. The awesome part is that they have three plus size mannequins with very cute outfits, and the table beneath the mannequin with the clothes they are wearing. The plus size section also have black, gray and white clothes but the color talks to you more. It also have a white two shelves table with color jeans, leggings and black high heel. Most of the clothes, aren't that expensive. It's very affordable. On the other side of the plus size, I believe it's a section on a vintage look. They have nice flowers dresses, jean dresses, high up shorts, backpacks that hangs to your back, etc. Adjacent to the vintage look, there is a Dressing Rooms to "pet" and butt-brush the clothing.
After observing Forever 21, we head up to Macy's. Once we enter Macy's, there are a whole lot of brand names, that I myself haven't heard of. As soon as you enter, on the right there are so many racks and there's a lot of colorful square shirts. Right behind them are white shelves with very neat fold jeans. Still on the right, there's even more and more hanged square shirts, and besides them is a red table with two shelves. The first shelve have shirts and a sign American Rage. Beneath the first shelve, are jeans, whether if they are black or regular jeans. Beside the red table, is a gray metal table with wheels and also include shelves with V neck shirts. Then there's another gray table, but this one has like look like dyed from the knees. In-front of both gray tables, you'll find more colorful button up shirts hanged up and down. If keep walking straight ahead there's a glass table with three shelves, and have red, orange and a light green jeans. Every corner you turn, either it's left or right; jeans are everywhere. They all have different brand of jeans, if the shopper choose specific what brand he wear or felt comfortable in. When you are walking to the back, there again, more square button up shirts. It seems button up shirts are fashionable to men. I am really so overwhelmed with all these tables with shelves, racks everywhere I turn. They are literally everywhere. Each turn I make there's another one, or I'm bumping into them. Underhill's strategy never said to over do it with the tables, shelves and racks. I would believe that the customers also get overwhelmed because you don't know where exactly to go or where to begin. I did got the chance to observe the sunglasses case they had of Ray Ban. They are very pretty and I'm guessing expensive too. I decided to leave the men wear and go a level down to the women clothing now. Here in Macy's, women wear also have brand names. I believe this brand name Style&Co. are for plus size because it looks to me the clothes are a little loose and not that tight on the mannequins but I could be wrong. In-front of Style&Co., they have a more mature clothes for what I think, is for older women. The clothes look more like what you would wear to church on every Sunday. But the clothes are very stylish and with matching shirts, hats and even shoes. Leaving the older women clothes, I run into a table full with jeans and the brand is from GUESS and next to it, are two waist down mannequins wearing the brand jeans. On the right, is another wooden table with two shelves and three waist down mannequins with stunning dark and black jeans. Behind that wooden table, are more jeans but they rack together in a circle too close together. The two circle racks looks like if they are combine into one. It doesn't follow Underhill's strategy to have racks, and tables separate and have room to walk through. The brand name LeSuit Kasper caught my attention because the clothing line is very elegant. It had like a sharp type of office look. They have suits,either it's the pants or skirts, blouses, etc. I love this style because you have a choice to whether classy or look like a business woman.