From the moment that I walked into the doors of Hibbett Sports, until the moment I left, it was obvious that I was in a male's domain. The clothes, equipment, organization, and even the employees were all screaming out masculinity. The lighting was poor, the colors were dark, and it smelled like a locker room. It was apparent that in this store the merchandise was meant for the male gender. I find this quite interesting given that women play sports equally as much as men do. Everything about this store was formed to fit the interest of men. It was completely different from that of a women's store and because of this I felt a little uncomfortable during my two visits to this store.
The first sign that this store is male territory is through the smell of the store. The second that you walk into Hibbett Sports, you are knocked down by the stench of a locker room. Men like this smell because they can relate to it. They recall the times after their football, basketball, or baseball games. It reminds them of whatever memory that they may have of being a strong, sporty, sweaty man. Women on the other hand, do not like this smell at all. A women's store would have a sweet, fruity, or sexy aroma. This would be a type of smell that they can relate to. Because of the smell of Hibbetts when you first walk in, women are already being turned off and will not want to continue into the store. That makes this predominately male territory and women do not feel welcome here. .
Secondly, the colors of the store make this male's territory. Men prefer darker colors while women prefer lighter colors. From the signs, to the walls, to the carpet, and to the clothes, everything in Hibbett Sports is dark. The sign is black, the walls are gray, and the carpet is green. It almost resembles a football stadium with black signs, gray bleachers, and green turf. This definitely appeals to men. Along with the exterior details being male colors, so is the merchandise within the store.