The Valley Fair Mall that I went to last class is a big shopping mall in san jose area. Even though I went to there many times, it is my first time to observation carefully. The report describe how san jose change in recent years. It talk about history, geographic,age, education, population facts, and housing rentals, etc. I can tell how big change they are and learn some detail clear. It has close connection with Vally Fair Mall possibilities. As we know, Vally Fair Mall structure want to give service to white and upper class people, so in first floor, I can see they put marble on floor in order to make customer feel they are respected and valued. Also, in first floor, there are many expensive store in there such as Louis Vuitton, Tiffany, apple store, etc. It face to high class people and want them shopping here. I also see some restaurant in this floor. I did not go there before, but I know they are expensive. It might be give you good service and build for white people, because it primary sell steak, pizza, coffee, most of them are America food.
On the second floor, the floor boarding chaged to carpet, it looks more casual. I see many cheap store in here, for example: Forever 21, Disney store, Victoria's secret...compare with famous brand,luxury stuff, their mian customer group is young people and middle class people. I also feel this viewpoint when I in food court, more fast food and cheap food in here, they want use cheap price to attract more middle class people. The reason why I said this mall want to face to white women is through the map direction, I can see in women's part, there are a lot of store service for women clothes, women stuff like bebe, Guess, make-up store...for man, only a few part to tell customer where can get men's stuff such as Gamestop, sports...
However, until now, I can see some people defiance builder's opinion. I see many Asian, Mexico people in there, and especially in Louis Vuitton store, the important consumption group is Asian. Some Asian people in this store want to buy expensive bags. More and more young people, teenagers shopping here. Not only for upper class, but also for middle class. A lot of people go shopping in Valley Fair Mall. Sometimes, I also can see few old people do window shopping, they are looks like go a walk, and feel happy.
Looking at report which in this blog, I find something that insterest me, san jose is the third bigger city in the United States, most people who live here are white people, I heard from news, san jose is valaubleness area in California. The house cost and life cost are expensive than other place. For example, I know the house rent more expensive here. So in my opinion, here is the reason why Vally Fair Mall build for white and upper class people at
preliminary stage. From the report age part, I can see mid age people have strong consuming ability for shopping.
From this research, depend on Vally Fair Mall, I have some suggestion for build structure. First, build more store for Asian people. They becoming more and more important consuming ability in san jose. Next, build some stores for men, they are also have ability to shopping. For child part, here can build a child square in shopping mall to all children. When the mother and father bring their children go there, they have time and chance go shopping for themself.
In summary, Valley Fair Mall is a good shopping place and I learn much from this place.
