Questões do ENEM 2019

Questões aplicadas na prova de 2019, cada uma em página própria com enunciado, alternativas e gabarito.

Resultados

6.587 questões encontradas. Mostrando a página 317 de 330.

  • 1D2C4B5C-B9

    Física

    Ondas e Propriedades Ondulatórias
    UFRGS · 2019MédioEntre para guardar nos favoritos

    Assinale a alternativa que preenche corretamente as lacunas do enunciado abaixo, na ordem em que aparecem.


    Na propagação de uma onda mecânica longitudinal, o meio é deslocado ........ à direção de propagação, ........ ao transporte de energia. Nessa propagação, ........ transporte de matéria.

    Escolha uma alternativa para a questão 1d2c4b5c-b9
  • 1D27DFD4-B9

    Física

    Ondas e Propriedades Ondulatórias
    UFRGS · 2019FácilEntre para guardar nos favoritos

    Uma onda sonora propagando-se no ar é uma sucessão de compressões e rarefações da densidade do ar.


    Na figura abaixo, estão representadas, esquematicamente, ondas sonoras estacionárias em dois tubos, 1 e 2, abertos em ambas as extremidades. Os comprimentos dos tubos 1 e 2 são, respectivamente, L e L/2.


    Imagem da questão de Física, da prova de 2019


    Sendo λ1 e λ2 os respectivos comprimentos de onda das ondas representadas nos tubos 1 e 2, e f1 e f2 suas frequências, as razões entre os comprimentos de onda λ12 e as frequências f1/f2 são, nessa ordem,

    Escolha uma alternativa para a questão 1d27dfd4-b9
  • 1D239FEE-B9

    Física

    Campo e Força Magnética
    UFRGS · 2019FácilEntre para guardar nos favoritos
    O fogão mostrado na figura 1 abaixo não produz chamas nem propaga calor. O cozimento ou aquecimento dos alimentos deve ser feito em panelas de ferro ou de aço e ocorre devido à existência de campos magnéticos alternados, produzidos em bobinas, conforme representado no esquema da figura 2. Os campos magnéticos penetram na base das panelas, criando correntes elétricas que as aquecem.

    Imagem da questão de Física, da prova de 2019

    Assinale a alternativa que preenche corretamente as lacunas do enunciado abaixo, na ordem em que aparecem.

    O processo físico que fundamenta essa aplicação tecnológica é conhecido como ........ e é regido pela lei de ........ .
    Escolha uma alternativa para a questão 1d239fee-b9
  • 1D187E96-B9

    Física

    Magnetismo
    UFRGS · 2019DifícilEntre para guardar nos favoritos

    Na figura abaixo, está representado, em corte, um sistema de três cargas elétricas com seu respectivo conjunto de superfícies equipotenciais.


    Imagem da questão de Física, da prova de 2019


    Assinale a alternativa que preenche corretamente as lacunas do enunciado abaixo, na ordem em que aparecem.


    A partir do traçado das equipotenciais, pode-se afirmar que as cargas ........ têm sinais ........ e que os módulos das cargas são tais que ........ .

    Escolha uma alternativa para a questão 1d187e96-b9
  • 1D13BEF7-B9

    Física

    Cargas Elétricas e Eletrização
    UFRGS · 2019DifícilEntre para guardar nos favoritos

    Duas pequenas esferas idênticas, contendo cargas elétricas iguais, são colocadas no vértice de um perfil quadrado de madeira, sem atrito, conforme representa a figura 1 abaixo.


    Imagem da questão de Física, da prova de 2019


    As esferas são liberadas e, devido à repulsão elétrica, sobem pelas paredes do perfil e ficam em equilíbrio a uma altura h em relação à base, conforme representa a figura 2.

    Sendo P, Fe e N, os módulos, respectivamente, do peso de uma esfera, da força de repulsão elétrica entre elas e da força normal entre uma esfera e a parede do perfil, a condição de equilíbrio ocorre quando

    Escolha uma alternativa para a questão 1d13bef7-b9
  • 1D0F0110-B9

    Física

    Física Térmica - Termologia
    UFRGS · 2019MédioEntre para guardar nos favoritos

    Um gás ideal contido em um cilindro com pistão pode ser levado de um estado inicial i até um estado final f, seguindo dois processos distintos, I e II, conforme ilustrado na figura abaixo.


                                                 Imagem da questão de Física, da prova de 2019

    Assinale a alternativa que preenche corretamente as lacunas do enunciado abaixo, na ordem em que aparecem.


    No processo I, o gás sofre duas transformações sucessivas, sendo a primeira ........ e a segunda ........ .

    A variação de energia interna no processo I, ∆UI, é ........ variação de energia interna no processo II, ∆UII.

    Escolha uma alternativa para a questão 1d0f0110-b9
  • 1D09EE6B-B9

    Física

    Física Térmica - Termologia
    UFRGS · 2019MédioEntre para guardar nos favoritos

    Um gás ideal contido em um cilindro com pistão pode ser levado de um estado inicial i até um estado final f, seguindo dois processos distintos, I e II, conforme ilustrado na figura abaixo.


                                                 Imagem da questão de Física, da prova de 2019

    Os trabalhos WI e WII, realizados pelo gás nos processos I e II, valem respectivamente
    Escolha uma alternativa para a questão 1d09ee6b-b9
  • 1D056923-B9

    Física

    Física Térmica - Termologia
    UFRGS · 2019MédioEntre para guardar nos favoritos

    Considere as afirmações abaixo, sobre o comportamento térmico dos gases ideais.


    I - Volumes iguais de gases diferentes, na mesma temperatura inicial, quando aquecidos sob pressão constante de modo a sofrerem a mesma variação de temperatura, dilatam-se igualmente.

    II - Volumes iguais de gases diferentes, na mesma temperatura e pressão, contêm o mesmo número de moléculas.

    III- Uma dada massa gasosa, quando mantida sob pressão constante, tem temperatura T e volume V diretamente proporcionais.


    Quais estão corretas?

    Escolha uma alternativa para a questão 1d056923-b9
  • 1CFF255F-B9

    Física

    Magnetismo
    UFRGS · 2019FácilEntre para guardar nos favoritos

    A telefonia celular utiliza radiação eletromagnética na faixa da rádio-frequência (RF: 10 MHz – 300 GHz) para as comunicações. Embora não ionizantes, essas radiações ainda podem causar danos aos tecidos biológicos através do calor que elas transmitem. A taxa de absorção específica (SAR – specific absorption rate) mede a taxa na qual os tecidos biológicos absorvem energia quando expostos às RF’s, e é medida em Watt por kilograma de massa do tecido (W/kg).

    No Brasil, a Agência Nacional de Telecomunicações, ANATEL, estabeleceu como limite o valor de 2 W/kg para a absorção pelas regiões da cabeça e tronco humanos. Os efeitos nos diferentes tecidos são medidos em laboratório. Por exemplo, uma amostra de tecido do olho humano exposta por 6 minutos à RF de 950 MHz, emitida por um telefone celular, resultou em uma SAR de 1,5 W/kg.


    Considerando o calor específico desse tecido de 3600 J/(kg °C), sua temperatura (em °C) aumentou em

    Escolha uma alternativa para a questão 1cff255f-b9
  • 1CF9F348-B9

    Física

    Estática e Hidrostática
    UFRGS · 2019MédioEntre para guardar nos favoritos

    Em um tubo transparente em forma de U contendo água, verteu-se, em uma de suas extremidades, uma dada quantidade de um líquido não miscível em água. Considere a densidade da água igual a 1 g/cm3 .


    A figura abaixo mostra a forma como ficaram distribuídos a água e o líquido (em cinza) após o equilíbrio.


    Imagem da questão de Física, da prova de 2019


    Qual é, aproximadamente, o valor da densidade do líquido, em g/cm3?

    Escolha uma alternativa para a questão 1cf9f348-b9
  • 1CF4D46B-B9

    Física

    Dinâmica
    UFRGS · 2019MédioEntre para guardar nos favoritos

    Impulso específico é uma medida da eficiência do uso do combustível por motores a jato para produzir o necessário impulso. Ele é calculado pela razão entre os módulos do impulso produzido pelo motor e do peso do combustível usado, Pc, isto é, I/Pc.

    A figura abaixo representa a força produzida por um motor a jato durante 30 s.


    Imagem da questão de Física, da prova de 2019


    Sabendo que o impulso específico do motor é de 2000 s e considerando o módulo da aceleração da gravidade igual a 10 m/s2, a massa de combustível usado nesse intervalo de tempo foi de

    Escolha uma alternativa para a questão 1cf4d46b-b9
  • 1CEFF950-B9

    Física

    Cinemática
    UFRGS · 2019MédioEntre para guardar nos favoritos

    A esfera de massa M cai, de uma altura h, verticalmente ao solo, partindo do repouso. A resistência do ar é desprezível.


    A figura a seguir representa essa situação.


    Imagem da questão de Física, da prova de 2019


    Sendo T o tempo de queda e g o módulo da aceleração da gravidade, o módulo da quantidade de movimento linear da esfera, quando atinge o solo, é

    Escolha uma alternativa para a questão 1ceff950-b9
  • 1CE66DFF-B9

    Física

    Dinâmica
    UFRGS · 2019MédioEntre para guardar nos favoritos

    Na figura abaixo, um corpo de massa M desliza com velocidade constante sobre um plano inclinado que forma um ângulo θ com o plano horizontal.


    Considere g o módulo da aceleração da gravidade e despreze a resistência do ar.


    Imagem da questão de Física, da prova de 2019


    Assinale a alternativa que preenche corretamente as lacunas do enunciado abaixo, na ordem em que aparecem.


    Quando o centro de massa do corpo desce uma altura h, os trabalhos realizados pela força peso e pela força de atrito entre corpo e plano são, respectivamente, ........ e ........ .

    Escolha uma alternativa para a questão 1ce66dff-b9
  • 1CE0A32E-B9

    Física

    Cinemática
    UFRGS · 2019MédioEntre para guardar nos favoritos
    Um dispositivo de lançamento vertical de massas consiste em um tubo com uma mola sobre a qual são colocados objetos. Após a mola ser comprimida, o sistema massa-mola é liberado. Não há contato entre a massa e a parede do tubo, e a resistência do ar é desprezível.

    Imagem da questão de Física, da prova de 2019

    Na figura I, um objeto de massa m é colocado sobre uma mola de constante elástica k. A mola é então comprimida por uma distância X. Quando o sistema é liberado, o objeto é arremessado verticalmente e atinge uma altura h.

    Na figura II, um objeto de massa 2m é colocado sobre a mesma mola e esta é comprimida por uma distância 2X. Nesse caso, a altura H atingida pelo objeto, após a liberação do sistema, é
    Escolha uma alternativa para a questão 1ce0a32e-b9
  • 1CDD0766-B9

    Física

    Cinemática
    UFRGS · 2019MédioEntre para guardar nos favoritos

    A figura abaixo representa um sistema de coroas dentadas de uma bicicleta, que está se movendo com velocidade constante. As coroas dentadas giram sem atrito em torno de seus eixos.


    Imagem da questão de Física, da prova de 2019


    A coroa dentada dianteira de raio RD é movimentada pelos pedais e está ligada à coroa traseira de raio RE pela correia de massa desprezível. FP é a força aplicada no pedal cujo comprimento é RP a partir do centro da coroa.

    Nessa situação, o módulo do torque transmitido à roda traseira, através da coroa de raio RE, é

    Escolha uma alternativa para a questão 1cdd0766-b9
  • 1CD92608-B9

    Física

    Ondas e Propriedades Ondulatórias
    UFRGS · 2019MédioEntre para guardar nos favoritos

    Em 12 de agosto de 2018, a NASA lançou uma sonda espacial, a Parker Solar Probe, com objetivo de aprofundar estudos sobre o Sol e o vento solar (o fluxo contínuo de partículas emitidas pela coroa solar). A sonda deverá ser colocada em uma órbita tal que, em seu ponto de máxima aproximação do Sol, chegará a uma distância deste menor que 1/24 da distância Sol-Terra.

    Considere FT o módulo da força gravitacional exercida pelo Sol sobre a sonda, quando esta se encontra na atmosfera terrestre, e considere FS o módulo da força gravitacional exercida pelo Sol sobre a sonda, quando a distância desta ao Sol for igual a 1/24 da distância Sol-Terra.


    A razão FS/FT entre os módulos dessas forças sobre a sonda é igual a

    Escolha uma alternativa para a questão 1cd92608-b9
  • 1CD52782-B9

    Física

    Dinâmica
    UFRGS · 2019FácilEntre para guardar nos favoritos

    Na figura abaixo, duas forças de intensidade FA=20 N e FB=50 N são aplicadas, respectivamente, a dois blocos A e B, de mesma massa m, que se encontram sobre uma superfície horizontal sem atrito. A força FB forma um ângulo θ com a horizontal, sendo sen θ=0,6 e cos θ=0,8.


    Imagem da questão de Física, da prova de 2019


    A razão aB/aA entre os módulos das acelerações aB e aA, adquiridas pelos respectivos blocos B e A, é igual a

    Escolha uma alternativa para a questão 1cd52782-b9
  • CCE2E636-9C

    Inglês

    Interpretação de texto | Reading comprehension
    UECE · 2019MédioEntre para guardar nos favoritos

    How a Canadian Chain Is Reinventing Book Selling

    By Alexandra Alter

                About a decade ago, Heather Reisman, the chief executive of Canada’s largest bookstore chain, was having tea with the novelist Margaret Atwood when Ms. Atwood inadvertently gave her an idea for a new product. Ms. Atwood announced that she planned to go home, put on a pair of cozy socks and curl up with a book. Ms. Reisman thought about how appealing that sounded. Not long after, her company, Indigo, developed its own brand of plush “reading socks.” They quickly became one of Indigo’s signature gift items.

                “Last year, all my friends got reading socks,” said Arianna Huffington, the HuffPost cofounder and a friend of Ms. Reisman’s, who also gave the socks as gifts to employees at her organization Thrive. “Most people don’t have reading socks — not like Heather’s reading socks.”

                Over the last few years, Indigo has designed dozens of other products, including beach mats, scented candles, inspirational wall art, Mason jars, crystal pillars, bento lunchboxes, herb growing kits, copper cheese knife sets, stemless champagne flutes, throw pillows and scarves.

                It may seem strange for a bookstore chain to be developing and selling artisanal soup bowls and organic cotton baby onesies. But Indigo’s approach seems not only novel but crucial to its success and longevity. The superstore concept, with hulking retail spaces stocking 100,000 titles, has become increasingly hard to sustain in the era of online retail, when it’s impossible to match Amazon’s vast selection. 

                Indigo is experimenting with a new model, positioning itself as a “cultural department store” where customers who wander in to browse through books often end up lingering as they impulsively shop for cashmere slippers and crystal facial rollers, or a knife set to go with a new Paleo cookbook. Over the past few years, Ms. Reisman has reinvented Indigo as a Goop-like, curated lifestyle brand, with sections devoted to food, health and wellness, and home décor. 

             Ms. Reisman is now importing Indigo’s approach to the United States. Last year, Indigo opened its first American outpost, at a luxury mall in Millburn, N.J., and she eventually plans to open a cluster of Indigos in the Northeast. Indigo’s ascendance is all the more notable given the challenges that big bookstore chains have faced in the United States. Borders, which once had more than 650 locations, filed for bankruptcy in 2011. Barnes & Noble now operates 627 stores, down from 720 in 2010, and the company put itself up for sale last year. Lately, it has been opening smaller stores, including an 8,300-square-foot outlet in Fairfax County, Va.

                “Cross-merchandising is Retail 101, and it’s hard to do in a typical bookstore,” said Peter Hildick-Smith, president of the Codex Group, which analyzes the book industry. “Indigo found a way to create an extra aura around the bookbuying experience, by creating a physical extension of what you’re reading about.”

                The atmosphere is unabashedly intimate, cozy and feminine — an aesthetic choice that also makes commercial sense, given that women account for some 60 percent of book buyers. A section called “The Joy of the Table” stocks Indigobrand ceramics, glassware and acacia wood serving platters with the cookbooks. The home décor section has pillows and throws, woven baskets, vases and scented candles. There’s a subsection called “In Her Words,” which features idea-driven books and memoirs by women. An area labeled “A Room of Her Own” looks like a lush dressing room, with vegan leather purses, soft gray shawls, a velvet chair, scarves and journals alongside art, design and fashion books.

                Books still account for just over 50 percent of Indigo’s sales and remain the central draw; the New Jersey store stocks around 55,000 titles. But they also serve another purpose: providing a window into consumers’ interests, hobbies, desires and anxieties, which makes it easier to develop and sell related products. 

                Publishing executives, who have watched with growing alarm as Barnes & Noble has struggled, have responded enthusiastically to Ms. Reisman’s strategy. “Heather pioneered and perfected the art of integrating books and nonbook products,” Markus Dohle, the chief executive of Penguin Random House, said in an email. 

                Ms. Reisman has made herself and her own tastes and interests central to the brand. The front of the New Jersey store features a section labeled “Heather’s Picks,” with a display table covered with dozens of titles. A sign identifies her as the chain’s “founder, C.E.O., Chief Booklover and the Heather in Heather’s Picks.” She appears regularly at author signings and store events, and has interviewed prominent authors like Malcolm Gladwell, James Comey, Sally Field, Bill Clinton and Nora Ephron. 

                When Ms. Reisman opened the first Indigo store in Burlington, Ontario, in 1997, she had already run her own consulting firm and later served as president of a soft drink and beverage company, Cott. Still, bookselling is an idiosyncratic industry, and many questioned whether Indigo could compete with Canada’s biggest bookseller, Chapters. Skepticism dissolved a few years later when Indigo merged with Chapters, inheriting its fleet of national stores. The company now has more than 200 outlets across Canada, including 89 “superstores.” Indigo opened its first revamped concept store in 2016. 

                The new approach has proved lucrative: In its 2017 fiscal year, the company’s revenue exceeded $1 billion Canadian for the first time. In its 2018 fiscal year, Indigo reported a revenue increase of nearly $60 million Canadian over the previous year, making it the most profitable year in the chain’s history. 

                The company’s dominance in Canada doesn’t guarantee it will thrive in the United States, where it has to compete not only with Amazon and Barnes & Noble, but with a resurgent wave of independent booksellers. After years of decline, independent stores have rebounded, with some 2,470 locations, up from 1,651 a decade ago, according to the American Booksellers Association. And Amazon has expanded into the physical retail market, with around 20 bookstores across the United States.

                Ms. Reisman acknowledges that the company faces challenges as it expands southward. Still, she’s optimistic, and is already scouting locations for a second store near New York.

    https://www.nytimes.com/2019/05/01

    As to revenue, the figures show this model of bookstore has been an approach that is
    Escolha uma alternativa para a questão cce2e636-9c
  • CCDDA2E2-9C

    Inglês

    Interpretação de texto | Reading comprehension
    UECE · 2019MédioEntre para guardar nos favoritos

    How a Canadian Chain Is Reinventing Book Selling

    By Alexandra Alter

                About a decade ago, Heather Reisman, the chief executive of Canada’s largest bookstore chain, was having tea with the novelist Margaret Atwood when Ms. Atwood inadvertently gave her an idea for a new product. Ms. Atwood announced that she planned to go home, put on a pair of cozy socks and curl up with a book. Ms. Reisman thought about how appealing that sounded. Not long after, her company, Indigo, developed its own brand of plush “reading socks.” They quickly became one of Indigo’s signature gift items.

                “Last year, all my friends got reading socks,” said Arianna Huffington, the HuffPost cofounder and a friend of Ms. Reisman’s, who also gave the socks as gifts to employees at her organization Thrive. “Most people don’t have reading socks — not like Heather’s reading socks.”

                Over the last few years, Indigo has designed dozens of other products, including beach mats, scented candles, inspirational wall art, Mason jars, crystal pillars, bento lunchboxes, herb growing kits, copper cheese knife sets, stemless champagne flutes, throw pillows and scarves.

                It may seem strange for a bookstore chain to be developing and selling artisanal soup bowls and organic cotton baby onesies. But Indigo’s approach seems not only novel but crucial to its success and longevity. The superstore concept, with hulking retail spaces stocking 100,000 titles, has become increasingly hard to sustain in the era of online retail, when it’s impossible to match Amazon’s vast selection. 

                Indigo is experimenting with a new model, positioning itself as a “cultural department store” where customers who wander in to browse through books often end up lingering as they impulsively shop for cashmere slippers and crystal facial rollers, or a knife set to go with a new Paleo cookbook. Over the past few years, Ms. Reisman has reinvented Indigo as a Goop-like, curated lifestyle brand, with sections devoted to food, health and wellness, and home décor. 

             Ms. Reisman is now importing Indigo’s approach to the United States. Last year, Indigo opened its first American outpost, at a luxury mall in Millburn, N.J., and she eventually plans to open a cluster of Indigos in the Northeast. Indigo’s ascendance is all the more notable given the challenges that big bookstore chains have faced in the United States. Borders, which once had more than 650 locations, filed for bankruptcy in 2011. Barnes & Noble now operates 627 stores, down from 720 in 2010, and the company put itself up for sale last year. Lately, it has been opening smaller stores, including an 8,300-square-foot outlet in Fairfax County, Va.

                “Cross-merchandising is Retail 101, and it’s hard to do in a typical bookstore,” said Peter Hildick-Smith, president of the Codex Group, which analyzes the book industry. “Indigo found a way to create an extra aura around the bookbuying experience, by creating a physical extension of what you’re reading about.”

                The atmosphere is unabashedly intimate, cozy and feminine — an aesthetic choice that also makes commercial sense, given that women account for some 60 percent of book buyers. A section called “The Joy of the Table” stocks Indigobrand ceramics, glassware and acacia wood serving platters with the cookbooks. The home décor section has pillows and throws, woven baskets, vases and scented candles. There’s a subsection called “In Her Words,” which features idea-driven books and memoirs by women. An area labeled “A Room of Her Own” looks like a lush dressing room, with vegan leather purses, soft gray shawls, a velvet chair, scarves and journals alongside art, design and fashion books.

                Books still account for just over 50 percent of Indigo’s sales and remain the central draw; the New Jersey store stocks around 55,000 titles. But they also serve another purpose: providing a window into consumers’ interests, hobbies, desires and anxieties, which makes it easier to develop and sell related products. 

                Publishing executives, who have watched with growing alarm as Barnes & Noble has struggled, have responded enthusiastically to Ms. Reisman’s strategy. “Heather pioneered and perfected the art of integrating books and nonbook products,” Markus Dohle, the chief executive of Penguin Random House, said in an email. 

                Ms. Reisman has made herself and her own tastes and interests central to the brand. The front of the New Jersey store features a section labeled “Heather’s Picks,” with a display table covered with dozens of titles. A sign identifies her as the chain’s “founder, C.E.O., Chief Booklover and the Heather in Heather’s Picks.” She appears regularly at author signings and store events, and has interviewed prominent authors like Malcolm Gladwell, James Comey, Sally Field, Bill Clinton and Nora Ephron. 

                When Ms. Reisman opened the first Indigo store in Burlington, Ontario, in 1997, she had already run her own consulting firm and later served as president of a soft drink and beverage company, Cott. Still, bookselling is an idiosyncratic industry, and many questioned whether Indigo could compete with Canada’s biggest bookseller, Chapters. Skepticism dissolved a few years later when Indigo merged with Chapters, inheriting its fleet of national stores. The company now has more than 200 outlets across Canada, including 89 “superstores.” Indigo opened its first revamped concept store in 2016. 

                The new approach has proved lucrative: In its 2017 fiscal year, the company’s revenue exceeded $1 billion Canadian for the first time. In its 2018 fiscal year, Indigo reported a revenue increase of nearly $60 million Canadian over the previous year, making it the most profitable year in the chain’s history. 

                The company’s dominance in Canada doesn’t guarantee it will thrive in the United States, where it has to compete not only with Amazon and Barnes & Noble, but with a resurgent wave of independent booksellers. After years of decline, independent stores have rebounded, with some 2,470 locations, up from 1,651 a decade ago, according to the American Booksellers Association. And Amazon has expanded into the physical retail market, with around 20 bookstores across the United States.

                Ms. Reisman acknowledges that the company faces challenges as it expands southward. Still, she’s optimistic, and is already scouting locations for a second store near New York.

    https://www.nytimes.com/2019/05/01

    According to the text, the response of publishing executives to Ms. Reisman’s strategy of “integrating book and non-book products” has been
    Escolha uma alternativa para a questão ccdda2e2-9c
  • CCD9BD89-9C

    Inglês

    Interpretação de texto | Reading comprehension
    UECE · 2019MédioEntre para guardar nos favoritos

    How a Canadian Chain Is Reinventing Book Selling

    By Alexandra Alter

                About a decade ago, Heather Reisman, the chief executive of Canada’s largest bookstore chain, was having tea with the novelist Margaret Atwood when Ms. Atwood inadvertently gave her an idea for a new product. Ms. Atwood announced that she planned to go home, put on a pair of cozy socks and curl up with a book. Ms. Reisman thought about how appealing that sounded. Not long after, her company, Indigo, developed its own brand of plush “reading socks.” They quickly became one of Indigo’s signature gift items.

                “Last year, all my friends got reading socks,” said Arianna Huffington, the HuffPost cofounder and a friend of Ms. Reisman’s, who also gave the socks as gifts to employees at her organization Thrive. “Most people don’t have reading socks — not like Heather’s reading socks.”

                Over the last few years, Indigo has designed dozens of other products, including beach mats, scented candles, inspirational wall art, Mason jars, crystal pillars, bento lunchboxes, herb growing kits, copper cheese knife sets, stemless champagne flutes, throw pillows and scarves.

                It may seem strange for a bookstore chain to be developing and selling artisanal soup bowls and organic cotton baby onesies. But Indigo’s approach seems not only novel but crucial to its success and longevity. The superstore concept, with hulking retail spaces stocking 100,000 titles, has become increasingly hard to sustain in the era of online retail, when it’s impossible to match Amazon’s vast selection. 

                Indigo is experimenting with a new model, positioning itself as a “cultural department store” where customers who wander in to browse through books often end up lingering as they impulsively shop for cashmere slippers and crystal facial rollers, or a knife set to go with a new Paleo cookbook. Over the past few years, Ms. Reisman has reinvented Indigo as a Goop-like, curated lifestyle brand, with sections devoted to food, health and wellness, and home décor. 

             Ms. Reisman is now importing Indigo’s approach to the United States. Last year, Indigo opened its first American outpost, at a luxury mall in Millburn, N.J., and she eventually plans to open a cluster of Indigos in the Northeast. Indigo’s ascendance is all the more notable given the challenges that big bookstore chains have faced in the United States. Borders, which once had more than 650 locations, filed for bankruptcy in 2011. Barnes & Noble now operates 627 stores, down from 720 in 2010, and the company put itself up for sale last year. Lately, it has been opening smaller stores, including an 8,300-square-foot outlet in Fairfax County, Va.

                “Cross-merchandising is Retail 101, and it’s hard to do in a typical bookstore,” said Peter Hildick-Smith, president of the Codex Group, which analyzes the book industry. “Indigo found a way to create an extra aura around the bookbuying experience, by creating a physical extension of what you’re reading about.”

                The atmosphere is unabashedly intimate, cozy and feminine — an aesthetic choice that also makes commercial sense, given that women account for some 60 percent of book buyers. A section called “The Joy of the Table” stocks Indigobrand ceramics, glassware and acacia wood serving platters with the cookbooks. The home décor section has pillows and throws, woven baskets, vases and scented candles. There’s a subsection called “In Her Words,” which features idea-driven books and memoirs by women. An area labeled “A Room of Her Own” looks like a lush dressing room, with vegan leather purses, soft gray shawls, a velvet chair, scarves and journals alongside art, design and fashion books.

                Books still account for just over 50 percent of Indigo’s sales and remain the central draw; the New Jersey store stocks around 55,000 titles. But they also serve another purpose: providing a window into consumers’ interests, hobbies, desires and anxieties, which makes it easier to develop and sell related products. 

                Publishing executives, who have watched with growing alarm as Barnes & Noble has struggled, have responded enthusiastically to Ms. Reisman’s strategy. “Heather pioneered and perfected the art of integrating books and nonbook products,” Markus Dohle, the chief executive of Penguin Random House, said in an email. 

                Ms. Reisman has made herself and her own tastes and interests central to the brand. The front of the New Jersey store features a section labeled “Heather’s Picks,” with a display table covered with dozens of titles. A sign identifies her as the chain’s “founder, C.E.O., Chief Booklover and the Heather in Heather’s Picks.” She appears regularly at author signings and store events, and has interviewed prominent authors like Malcolm Gladwell, James Comey, Sally Field, Bill Clinton and Nora Ephron. 

                When Ms. Reisman opened the first Indigo store in Burlington, Ontario, in 1997, she had already run her own consulting firm and later served as president of a soft drink and beverage company, Cott. Still, bookselling is an idiosyncratic industry, and many questioned whether Indigo could compete with Canada’s biggest bookseller, Chapters. Skepticism dissolved a few years later when Indigo merged with Chapters, inheriting its fleet of national stores. The company now has more than 200 outlets across Canada, including 89 “superstores.” Indigo opened its first revamped concept store in 2016. 

                The new approach has proved lucrative: In its 2017 fiscal year, the company’s revenue exceeded $1 billion Canadian for the first time. In its 2018 fiscal year, Indigo reported a revenue increase of nearly $60 million Canadian over the previous year, making it the most profitable year in the chain’s history. 

                The company’s dominance in Canada doesn’t guarantee it will thrive in the United States, where it has to compete not only with Amazon and Barnes & Noble, but with a resurgent wave of independent booksellers. After years of decline, independent stores have rebounded, with some 2,470 locations, up from 1,651 a decade ago, according to the American Booksellers Association. And Amazon has expanded into the physical retail market, with around 20 bookstores across the United States.

                Ms. Reisman acknowledges that the company faces challenges as it expands southward. Still, she’s optimistic, and is already scouting locations for a second store near New York.

    https://www.nytimes.com/2019/05/01

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