Fashion Marketing: Contemporary Issues, Second edition - Pr School

156 Fashion Marketing
Store ambient factor
The ambient factor refers to the background characteristics of the environment
that tend to influence consumers at a subconscious level (Campbell, 1983). This
includes elements such as temperature, lighting, music and scent (Ward and
Russell, 1981; Milliman, 1982; Wineman, 1982; Yalch and Spangenberg, 1990).
All of these elements can profoundly affect how people feel, think and
respond to a particular store establishment, and exist below the level of customers’
immediate awareness. As a general rule, ambient conditions influence
the five senses (Zeithaml and Bitner, 1996). According to Davidson et al.
(1988), the ambient factor is felt more than it can be seen and measured.
Ambient conditions are especially noticeable to consumers in extreme circumstances.
Undesirable ambient conditions can cause dissatisfaction if the
attention of consumers is heightened. For example, a store where the air conditioning
has failed, and the air is hot and stuffy, will heighten a consumer’s
awareness, and dissatisfaction may result. Instead of taking more time to
shop, consumers who feel uncomfortable may hurry to make their intended
purchases and leave the store (Botlen, 1988).
Background music that is soothing can create a pleasurable atmosphere
(Milliman, 1982). Also, soft lighting can create a more pleasant and relaxing
mood than using bright lighting (Meer, 1985). Noise that is too loud may make
a shopper feel annoyed, and the glare of lighting may lower the consumer’s
ability to see and cause physical discomfort. Just like noise, unfavourable scent
can actually drive consumers away from the store. All these ambient elements
can influence whether people stay in or enjoy the store environment.
Store design factor
The design factor refers to a store’s environmental elements that are more perceptible
in nature than ambient factors. These elements can be aesthetic and/
or functional in nature (Marans and Spreckelmeyer, 1982).
Functional elements in stores include layout, comfort and privacy. Aesthetic
elements include such factors as architecture, materials, colour and merchandise
display; they can contribute to consumers’ pleasure in shopping (Baker,
1986). Layout is functional in nature; it helps to route consumers through the
entire store in search of merchandise. A wide and uncrowded aisle can also
create a better atmosphere than narrow and crowded ones.
Merchandise displays can also be an important aid in helping consumers
to make purchase decisions (Dunne et al., 1990). Some apparel consumers
regard the dressing room and its facilities as major elements in store selection
(Berman and Evans, 1995). As the trend of the store environment becomes
more minimalist, the emphasis on the fixtures and fittings will become obvious
(Zachary, 1998). Merchandise fixtures help to show the merchandise to
consumers, as well as playing a secondary role of aesthetic function. Also,
an attractive floor might have considerable aesthetic appeal to consumers
(Diamond, 1993).