This paper applies Daniel Miller's framework of "treat" and "thrift" shoppers — drawn from his work Making Love in Super Markets — to an ethnographic comparison of two clothing retailers: the upscale boutique Scoop and the discount chain Century 21. The paper examines how each store's physical layout, merchandising strategy, and overall atmosphere caters to distinct consumer motivations. Scoop is analyzed as a "treat" destination that cultivates exclusivity, spaciousness, and personalized service, while Century 21 is characterized as a "thrift" environment that leverages competitive bargain-hunting and organized chaos to drive impulse purchases. The paper concludes that both stores deliberately engineer their retail environments to serve and reinforce the identities of their respective consumer bases.
The paper demonstrates applied ethnographic observation: the student uses a theoretical lens (Miller's consumer typology) to interpret firsthand observations of retail environments. Rather than simply describing what the stores look like, the paper explains why design choices exist and what social function they serve for specific consumer groups.
The paper opens by situating shopping as a social and experiential act, then introduces Miller's framework. It proceeds through a sustained point-by-point comparison of Scoop and Century 21 across store atmosphere, layout, dressing room design, and sales strategy. Each analytical section reinforces the treat/thrift binary. The paper closes with a pithy concluding contrast — "shrine vs. adventure" — that encapsulates the entire argument in a single line.
Shopping is not simply a chore — it is also an experience. Shopping for clothing is a particularly personal decision, and various motivating factors can cause one shopper to choose a particular store over another. Some consumers go to the store to confirm that they belong to a certain social stratum; others go because they enjoy the thrill of a bargain. According to Daniel Miller in Making Love in Super Markets, the behavior of consumers in supermarkets tends to fall into two categories: "treat" shoppers and "thrift" shoppers.
"Treat" shoppers view shopping as a chore for which they deserve a reward. In the supermarket, this "treat" often takes the form of a piece of candy or a snack bought on impulse while waiting in line. Even clothing stores such as the warehouse-sized discount retailer Century 21 make use of "treat" incentives. For example, Century 21 displays accessories such as necklaces and handbags next to the register to encourage impulse purchases before check-out. Particularly attractive sales — bargains too good to resist — are also placed near the register. Even if shoppers do not regard clothes shopping as a chore in the same way they regard food shopping, they may find locating the right size frustrating, and being able to purchase items without regard to size in a purely fun, pleasurable way can itself be an incentive.
The more upscale retailer Scoop showcases accessories on models to encourage consumers to buy them as part of a complete ensemble they are assembling in-store. However, the real "treat" aspect of Scoop is the act of shopping at the store itself. Some stores — such as the grocery chain Marks & Spencer in England and high-end boutiques like Scoop — function almost exclusively as "treat" destinations for most consumers, places shoppers visit to lift themselves out of a bad mood. Such stores may operate as destination locations in their own right.
While Scoop does not have the sprawling ambiance of a Marks & Spencer, its spare, clean layout is designed to delight the eye in a different way. The cool, minimalist, and spacious interior of Scoop is intended to provide the consumer with a refuge from the hustle and bustle of the outside world. In contrast, Century 21's chaotic layout — featuring piles of clothing on tables — fosters a free-for-all atmosphere.
Clothing stores like Scoop often present themselves as refuges for the female consumer from the demands of everyday life. "Treat" stores like Scoop must work especially hard to create a sense of ambiance in order to justify the higher cost of their products. While quality and trendiness may be the stated reasons consumers buy more expensive clothes, the desire to participate in the image and experience of the store is clearly another factor. A Scoop consumer has a particular self-image. A Century 21 shopper might want to hide the origins of her 50%-off Betsy Johnson dress at a party — even if she quietly reveals her excitement at the find to a close friend.
Some consumers take a great deal of pride in finding bargains. Even consumers who can afford more expensive items may enjoy the thrill of the chase in a crowded store filled with discounted merchandise, versus the "sneak previews" of the "next new season" offered by Scoop. Thrift-driven consumers feel a sense of pride in discovering an expensive item at half-price — a rare find. The overstocked Century 21 store is only loosely organized and would horrify a manager at Scoop, but this is precisely the environment that Century 21 shoppers are seeking. On its website, Century 21 advertises itself as "fashion worth fighting for," openly acknowledging the intense bargain-hunting that draws people to elbow their way through racks of merchandise. The store's sprawling nature and the thrill of the search are described as "epic," and the typical Century 21 consumer is in pursuit of that "score you'll brag about forever. The fabulous find…or three…or five…that you just happened to spot first. The moment when you look at your receipt and realize you've saved hundreds — or thousands — of dollars. That's what we're all about: the ultimate high-end designer shopping adventure, like nothing else in the world."
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