Introduction

Location
History
Survey and Questions
Security System
Conclusion



Today we will be focusing on the Northridge Fashion
Center and discussing the significance of the space along
with the history and experience on our trip there.
Brief Description:
-There is no theme
in this space.
-Stores individually
play music of their
preference.
The Northridge Fashion Center is located 9301 Tampa Ave.
Northridge, CA 91324
The location of the Northridge Fashion Center is located
less than one mile away from CSUN making it the ideal
place for students to go.
This Fashion Center was not placed her coincidental
because the owners know that teenagers are always up
to the latest fashion and will try to convince them that
what they NEED is what is in the stores.
The climate of Northridge is always almost sunny making
almost everyday a day to hang out with friends. What
better way to catch up with friends than to hang out and
watch a movie.

The 2-level, sixty million dollar complex was built on a 72
acre plot. The mall opened in 1971
Encompassing one hundred and seventy stores and
services and two parking garages, NORTHRIDGE
spanned 1,373,000 leasable square feet and was one of
the largest interior mall in Southern California.
Work got underway on a twenty million dollar expansion
of Northridge fashion center in April 1987
The Northridge mall did not always look as good as it
does right now.


Unfortunately, the Northridge temblor of January 17, 1994
caused severe damage to the mall.
During the reconstruction process, the mall was updated with
new barrel vaulted skylights, elevators, escalators, marble
walls and flooring. In addition, a 15-bay Food Court was
installed on the Upper Level.
Dallas-based MEPC American Properties had the misfortune
of acquiring Northridge Fashion Center just one month before
it was nearly leveled by the 1994 earthquake. After investing
over one hundred million dollars into its reconstruction and
renovation, they sold the mall to Chicago-based General
Growth Properties, in April 1998.

#1
This Fashion Center is
designed to create revenue
through the distribution of
products. This place is
revolved around money so if
you have money and are
there to spend it then
chances are you would most
likely be welcome. I believe
that the prime target that
they want to aim for is the
middle class teen
population.

#2
The space is located in a
college town therefore
teenagers and young
adults are the ones who
usually visit the space.

Our group decided to go conduct our research at the
Northridge mall around 4 p.m. We did this timing with the
intentions of finding people of all ages and cultures. In
doing surveys we had to be patient because not
everyone that we asked said yes.
We interviewed a total of 24 people till we were
confronted by the security guard and told not to survey
people where we were then escorted out of the building.
Age
Ethnicity
Annual Income
Location
How often do you visit the Northridge Fashion Center.
What is the racial population that you often see here at
Northridge?
Have you ever witnessed discrimination?
How far people travel to get there.
Safety



18-24= 13/24= 54%
25-34= 3/24 =13%
35-44= 7/24 =29%
45-54= 1/24 =4%
55-64= 0/24 =0%
65+ = 0/24 =0%

Based on the research that we conducted we concluded that
the majority of the people that go to the mall around this time
were teenagers between the ages of 18-24 with 54%.
18-24
25-34
35-44
45-54
55-64
65+
The majority that visited the mall on this particular day and
time was Latino with 37%
Black/African American 4 = 17%
Asian/Asian American 4= 17%
Latino 9 = 37%
White 3= 12%
Other_______ 4= 17 %

$ 20,000 & under: A total of 5 people were recorded
21,000-30,000 : A total of 3 people
31,000-40,000: A total of 2 people
41,000-50,000: A total of 3 people
51,000-60,000: A total of 4 people
61,000-70,000: A total of 2 people
71,000 & Above: A total of 2 people
Well, since the majority of the people that we
surveyed were teenagers, we can conclude that
these people are working and going to school at
the same time.
This means that they are working part time jobs
and might be only be getting paid minimum
wage.

Annual
Income
(Grand)
Black/Afri
ca
American
Asian/Asi
an
American
Latino

White Other____
_
$20 and
Under
1 2 2
$21-30 1 1 1
$31-40 1 1
$41-50 1 2
$51-60 1 1 2
$61-70 1 1
$71 or
Over
1 1
Where are you coming from?
The majority were local residents around the San
Fernando area that did not have to travel far to get here
With the exception of people that came from Israel,
Philippines, Memphis, San Francisco and New York
19 of them were local residents born in the area


How often do you come to the Northridge Mall?
Rarely 7
Often 8
Regularly 5
First Time 4

0
1
2
3
4
5
6
7
8
9
Rarley Often Regularly First Time
The majority of the people(33%)that we surveyed
said they came to the mall often. They liked the vibe
of the place and the entertainment is worth their visit.
Following that, about 29% percent of the people said
that they rarely pay a visit to the mall not necessarily
because they dont like it but because they are not
really interested in fashion. For 17% of the people it
was the first time that they had visited the mall. The
people were visiting friends/family that reside around
the area and heard the Northridge mall was a good
place to visit and lastly 21% said that they shop at the
Northridge Mall regularly.
What is the racial ethnic population you often see here at
Northridge Mall?
For this question we got various types of answers. The
majority of the people said that they saw diversity
meaning that they saw different types of people from all
backgrounds.
Some people claimed they saw Whites as the majority,
while others said Latinos and so on.
In this particular space, have you ever witnessed/experienced
discrimination? If so, please explain/describe.
20 people said that they have not witnessed/experienced
discrimination in the store before and feel like they get treated just
like everybody else shopping at the mall.
The other four people said that they have. Here are their response
Yes, against the poor further elaborated, if a person does not look like
he/she is not rich then they are not welcome at particular stores.
Yes, the security guards The security guards stare at people like they
are going to cause harm to people. They sort of racial profile you just
because you dont look like certain people.
Yes, by the way people look If people dont dress or look a certain
way then they are looked down upon.
Yes, the feelings, looks, unrecognized
How far do you travel to the Northridge Mall?
Less than 1 mile
2-5 miles
10-20 miles
More than 21 miles
The majority of the people that attend the Northridge mall
are local residents, a total of 5 people recorded that they
traveled less than one mile. 13 of them said they traveled
2-5 miles, 5 traveled 10-20 miles and only 1 traveled more
than 21 miles to get there. The majority of the local
residents go to the mall because it is time convenient,
meaning they can walk their .

Security and surveillance makes it seem like the malls
are safe. As soon as you enter the store you may be on
the securities radar.
A client will hire a Security guard for various reasons. It
may be to watch over the property and be a deterrent to
anyone who may want to steal, trespass or damage the
property. A bodyguard is security that watches over the
client, and makes sure no one gets too close to the client.
Cameras are placed throughout the store to spy on
people and see if anyone suspicious is up to no good.

Do you feel safe?
Yes 23/24
No 1/24
96% of the people that we surveyed said that they felt safe
at the Northridge Mall. This means that they did not feel
any threat having to worry about having someone hurt
them. Only 1 person said that they did not feel safe
because they did not like how security guards treat some
people.
Does the space reflect socioeconomic concerns?
The space does reflect socioeconomic concerns because
it marks an individuals culture, income, and/or social
position in the community.
The space has survived throughout the years because of
its loyal customers such as the college town students.
Overall the mall has proven its community that not even
an earthquake can keep it from getting rebuilt and
succeeding in consumerism.


Northridge Fashion Center Mall Hall of Fame. 26 January
2010 Web. 19 February 2014
Wilcox, Gregory. Northridge Fashion center is getting a
makeover. DailyNews. 9 February 2012. Web. 20 February
2014
Lumpkin's, Peter. Southern Baptist and Racial Diversity. 4 July
2012 Photograph.
Security Guard Vector. Free Vector.27 April 2013. Photograph
Road to beauty, clouds, destination, grass. March 2013.
Photograph.
Wilson Mark.US misprinted 30 Mill. Getty images. AFP. 14
August 14, 2013