2nd Assignment of Creative Course

1. YiSha & Sephora
A Comparison of Two Make-up Stores

2. Research Objective:
Choose two stores in the same field to make a comparison.
Background:
Yi Sha: A Chinese makeup Store; Mainly sells Chinese brand
makeups;
Research Question:
What’s the difference between the two stores and how that
affect the customers’ behavior?

3. Before Go Inside

4. YISHA: Sephora:
1. Pink. More favorable 1. Black and white, very
to the youth, but not classic;
classic; 2. Salesmen/women are
2. Sales person stand at not crowded at the
the gate, looking gate, but you will get a
around, with warm welcome right
brochures in their after entering store.
hands; No one follows you in
3. Security-check at the store, but 3 different
door, which makes sales come to me and
customers really ask “anything to help”?
uncomfortable. 3. Security is covered by
fancy ADs, hard to tell.

5. Environment

6. YiSha: Sephora:
1. Some expensive 1. Different styles of
brands are put on shelves are well-
separate tables at the organized, but most
sides of the room; The customers followed
rests are put on the same way.
different lines of Different brands on
shelves at the center different tables with a
of the room. distinctive style, easy
2. Items hanged on the to tell;
shelves are very 2. I can hardly move my
crowded. eyes from the colorful
3. Cashier is at the end nail polish.
of the shelf. Easy to
skip.

7. Featured Items

8. Yisha: Sephora:
1. There are no 1. Featured item table;
featured items Monthly best-sellers;
table/shelf in store; 2. Foreign music! It is
2. The music is funny that Chinese
on, keep on saying don’t know what
“xxx are on sale”. does that mean, but
3. Sales are all 20s they do buy.
girls. I heard one of 3. Salemen/women,
them said: is that 20-40, each one has
toner really helpful? a bag with a set of
4. No lights on the tools;
shelf. 4. Lights on every
detail, eg: mirror,
shelves……