in this project, i need to go to the shoe's deparment which is in second floor of macy's store. and i will explain the 5ps and image of the brand. the brand i choose is michael kors. my first impression of the brand is simply elegant, luxurious and sophisticated the disign of shoe is ease, luxury and simplicity, high fashion which well suit to the modern women taste and lifestyle. product-Michaelkors' shoe comprise quality materials(leather), proportion, shape, sleek style and versatility which give custmor sense of comfortable and relexed fit. there are variety of styles shoe for women wear to different occassion, such as pumps, sandals, wedges, platforms, flats and boots. Each shoe design meet the needs of customer. shoes' price point sell for about $100-$600. property-michael kors shoe brand is located in the core of the shoe's department. the fixture are very bright and mostly clean white. from the outside passing by, i can se that the inside is very pearl white and bright from the light which showcase the quality, luxurious colors and usability of the product. the ambience fits to the brand image. the display and layout of the space is simplic,organzied ,minimumlist which associate to the signiture style of the brand. each shoe is displaied in grid grass shelf and table which obvious show the product to customer. the big advertise present in the store which a women comfortable sitting, reading and enjoying the leisurelly time provide sensory pleasure and reflect the brand statement,the image also dominstrates their customer's lifestyle the message that it provide improved sensation of the customer and leads to positive percetive toward the brand. the sale representives and staff are very nice ,helpful and profesional. well manner michael kors shoes taget middle class to upper class customers who is above twenty-five years old women, include working women, society ladies who is looking for fashion and quality lifestyle.

the another brand i choose is coach. compare to the michael kors, the design of the coach shoe is more classic and old fashion but the material of the product is good. the style of the michael is more stylish and sophisticated than coach's the price point a bit higher than the Michaeal kor. the ambience of the store is kind of bore. the store did not provide customer pleasure aestheric experience.the display of the shoe is kind of of crowd. they create a less arousing emotional experience compare to the michael kors.