When I walked into the newly constructed Madewell there was an overall feeling of old combined with new. Once the customer has entered the store they get a sense of past influencing their present. The store showcases vintage style, old photography, outdated textures, and warmth. This overwhelming sense of reminiscence was brought on by the images on the wall, the hardwood floors, the collection of vintage cameras alongside vintage lamps and well made leather pocketbooks. The store, Madewell, has cozy feeling – much like it’s competitors Anthropologie and Free People. The merchants in the store were welcoming and very persuasive. The girls in the store were wearing clothing from the store – they embodied a 1940’s laidback easy going girl.