1. looks
   1. preppy
      1. stereotype
   2. suspicion
      1. stereotype
         1. black/dark clothes
         2. not preppy
   3. clothes
      1. dont sell black
      2. light colored clothes
      3. "fancy"
2. store
   1. dark
      1. light shining only on clothes
   2. neat
      1. color and size coordinates
      2. perfection
   3. room coordination
      1. room = full price
      2. some sale
      3. cash register, men and women, fitting rooms
      4. miscellaneous, sale, messy
   4. shutters
      1. can only see out
      2. outdoor feel
3. atmosphere
   1. perfection
      1. neatness
      2. clothes
         1. look policy
   2. friendly
      1. customer service
         1. greeting
            1. specific greeting for each day
            2. equal greeting to everyone
            3. polite
         2. performance
            1. certain way to approach customers
            2. ask if people need help
            3. can't accuse people
         3. knowledge
            1. employees immersed in company
            2. know the clothes
            3. know where clothes are
            4. know size charts
4. "style"
   1. clothes
      1. no black
      2. colorful
      3. preppy
      4. expensive
   2. type of people
      1. preppy
      2. "pretty"
      3. "skinny"