I think everyone in this class has been to Westfield Valley Fair before, so we should feel lucky that our class is on Thursday, not Saturday because we know the parking in Valley Fair is a nightmare, but it is acceptable on Thursday. When I was trying to answer the questions on the work sheet, I realized something I never thought of. To be honest, I don’t like shopping in Westfield Valley Fair unless I really need something that can be found there, such as Apple Store. I used to think it is just my personal feeling, but I found out that it was not just me, many people didn’t enjoy shopping in that large mall either. So I think it really has its problems there.
I agree other classmates’ opinion that the architecture might be inspired by the Greek temples and paradise in the ancient myths. Based on the interior decoration of the mall, I suppose it is classified as a luxury mall for upper classes or higher-income consumers who are Western Whites, especially ladies. They can afford luxury goods and they are willing to spend. However, the fact is residents in San Jose do not belong to this group. This is undeniable by the statistics on the San Jose fact sheet. First, according to the data of the city of San Jose, the majority San Jose residents’ household annual income is below $100,000, only 41% of them have over $100,000 income distributions. Secondly, over half of San Jose residents do not speak English at home while only 46% speak English as their mother language. In fact, only 31.8% is White people in San Jose. The majority may come from Mexico, Asia, or other countries. This group consists of legal or illegal immigrants, international students or temporary foreign workers who hold working Visa. Thirdly, 66% do not have Bachelor’s degree or higher degree. This is a rather convincing number to conclude that most of San Jose residents are common working class on average. So Valley Fair is not supposed to be a place for San Jose residents. However, these middle class people are actually spending more in this mall.
As a result, when you the stores in Valley Fair Mall, you will easily see the difference between Louis Vuitton and Forever 21. I think there may be more salesladies and security guards than customers in Louis Vuitton. On the contrary, it is always crowded, people form a long line waiting for the fitting room in Forever 21. Although the mall aims its customers to the higher income people, the average or middle-lower classes are actually spending their money in the mall instead of the upper class. I think the problem is that the layout of the stores in the mall classifies its customers into classes. That actually makes many customers feel uncomfortable. I remember I wanted to buy a wallet from Louis Vuitton for my dad for father’s day last year, and I went to the Louis Vuitton retailers in this mall. However, I feel unexplainably stressed once I stepped in the store. I did not mind that no people serviced me or asked me if I needed any help, but I really felt uncomfortable with the way the security guard in a formal suit looked at me. Although I bought a wallet for my dad finally, it was not a happy shopping experience. I would be happier when I buy clothes in Forever 21 although it is crowded and takes me more time to wait for paying.
The classification between different customers is the major problem for Valley Fair Mall. It does not only restrain customers’choices when they shop, but also affects some stores’ owners if their products are for economic classes while the location of their stores is closed the luxurious stores. Therefore, I suggest Valley Fair should re-locate the stores. For example, move the rather luxurious stores to Santana Row, such as Tiffany and Louis Vuitton. It is better to put them with those glamorous brands like Gucci and Burberry together there. And then H&M and Urban Outfitter can replace them and be moved into Valley Fair Shopping Mall. They are more affordable to the public. It might be hard to make all the stores equal in the mall, but at least Valley Fair Shopping Mall should break down the invisible wall between different classes there. Instead of locating the stores based on their popularity, Valley Fair mall can locate them by categories or functions, such as put all the shoes stores together, locate the ladies fashions stores together and group all the restaurants or fast food stores as a whole and so on. When a customer wants to buy a watch, he can easily know where to go in the mall and have all the choices instantly. When the customers spend less time looking for the right place to find the right goods, the parking issue might be relieved a little bit as well.
If it fails to make every customer feel he is welcomed to the mall, he might think he does not belong to the mall and go to shop somewhere else. I think once the problem is solved, although GAP, H&M or Forever21 are everywhere, customers would like to go to Valley Fair Mall definitely because of the noble and magnificent interior decoration.
9/9
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