Setting the Stage

Ok so the blog assignment is to write about the way the environment of a store we go to often tries to influence us.

Well, my favorite store is the Buckle and they always have outfits, with matching jewelry, displayed along the walls and throughout the store. Obviously they are selling their new items right when you walk into the store. The Buckle also usually has an entire table in the front and back of the store devoted to clothes on sale.

Side note - I think I read somewhere that stores will strategically put women’s clothes on the left side of the store because that is where we look first. I’m not sure if that is actually true but the Buckle and Hollister follow that.

Another way the environment of a store tries to influence us is by the lighting and the music. I notice the lighting the most in dressing rooms, especially with Victoria Secret and Hollister. Victoria Secret’s dressing rooms have dimmed lighting along the bottom of the walls. I sure they do that because harsh lights are just not going to make you look your best, especially if you are trying on clothes/lingerie.

Music is also another factor in the environment that can either make you feel happy or sad. The store wants you to feel you’re best and probably have you subconsciously associate their clothing with that emotion.

It pretty much comes down to that the store’s environment is going to have a huge influence on whether or not you buy their clothes. They are going to set the stage – meaning putting new clothing in the front of the store, the sale tables with big signs, dimmed lighting, and feel-good music.