Gazelle Sports

1. I observed Gazelle Sports in downtown Kalamazoo. The store markets to runners and other endurance-sport athletes.

2.
a. Gazelle Sports is situated in the attractive downtown mall of Kalamazoo. The outside of the store has many long, thin windows. In the windows are decorative displays of merchandise. The store face is a slate-blue color.
b. The store plays fairly energetic, modern music over their sound system.
c. While there is a lot of merchandise in the store, it is well spaced. Shoes, the the store's specialty, are displayed largely on the walls. Gazelle's sporting clothes and other items are generally displayed on racks or tables. These have a wooden theme.
d. The floors are hardwood to match the general theme of the store through the center, carpets to the side.
e. The store utilizes bright, eye-catching posters, usually depicting runners in action or popular brand designs.
f. The cashiers area is located behind a long counter. When you enter the store, the counter is to the front and right.

3. Gazelle Sports conveys a very active, quick-thinking attitude with a personal touch. The store is small and items are laid out in a clearly-marked areas (menswear, womens, etc) to facilitate the easy-finding of merchandise. The store does not carry a huge selection of items; I think this is because they have a very specific clientele in mind and cater almost exclusively to them.
4. Gazelle Sports is primarily a running shoe store. The store's associates are trained to assist customers in finding the perfect shoe, and so patrons are encouraged to interact with the staff. There are many places to sit and try shoes. When you try a pair of shoes, your attending staff member will probably encourage you to take a quick jog around the store.
5. I thought that the store has an excellent business model. They do not cater to high volumes of customers, but are small and depend on repeat business and satisfied patrons. My sister purchases all of her running shoes from Gazelle Sports and would go nowhere else. It was interesting to note the wooden floors and some of the "old-Kalamazoo" features of the store.