American Eagle

I was really impressed with American Eagle when we entered it on our wander through the city. It seemed to be what Abercrombie and Fitch should be like, if you got rid of all the pretension and falseness. To start with, natural light coming in through big windows made the products look so much more appealing. I was also relieved to be able to see the difference between a navy and a black denim without needing to move the products closer to a lamp. The staff were dressed in a similar way to the staff at Abercrombie but I didnt feel intimidated in the same way that I had done previously. In Abercrombie, the staff made me feel as if I was intruding on their social life, in American Eagle, they were only to happy to help out.

I really liked the lift style button that was placed inside the changing room to press for assistance. It is a really nice idea and makes the whole experience much more private and personal.

Although I didn't buy anything in this shop, it was still well worth entering. I think it has given me a lot of ideas of devices that can be adopted by UK retailers.