Fashion is about self-expression. It’s about your identity: who you are, and how you want to portray yourself to the world. Clothes may be functional at their core, but the fashion buying decision is firmly emotional.
While out shopping in your town center or at your local mall, how do you judge whether a store is right for you? As you step through the door, you know instantly if you are going to continue browsing, or instead turn around and walk straight out. It’s not something you think about. It’s something you just do.
The ambiance and the visual impact of a store has a profound effect on how we perceive it—plus the brand it represents. This effect can be strong, transforming the store into a destination, or a place to meet friends. Or it can be more subliminal, making you choose to enter the store—or not—based on your first impression.
So the challenge for retailers is not only to tap into this emotion, but also to use it to attract, engage, and convert their shoppers.