Fashion Marketing: Contemporary Issues, Second edition - Pr School

158 Fashion Marketing
also affects the experience. A store with ill-mannered consumers would deter
shoppers from coming into the store.
A crowded store can also lead to avoidance behaviour, because shoppers
perceive that crowdedness can restrict task performance within a store
(Stokols, 1976). Mackintosh et al. (1975) found that respondents performing an
experiment in overcrowded conditions described themselves as ‘tense’ or ‘confused’,
whereas positive feelings such as ‘pleased’ or ‘relaxed’ were found in
less crowded conditions. This showed that physical density and crowdedness
may influence consumers’ level of satisfaction (Harrell et al., 1980).
Store environment is the overall aesthetic and emotional effect created
by the store’s physical environment; it is the total sensory experience created
by the store. Today’s shoppers, regardless of their shopping motives,
are more attracted by safe, attractive and comfortable shopping environments.
Therefore, a store environment should be tailored to the psychological
and physical needs of consumers by creating a focused collection of sensory
impressions and shopping experiences (Sullivan, 1992).
An appropriately designed store environment is about providing the consumers
with a positive, efficient and enjoyable purchasing experience. Darden
and Babin (1994) indicated that store environment has the capability of inducing
an effect. A good mood-inducing store will lead to a good shopping
experience, which will contribute to positive effects on shopping intentions
(Swinyard, 1993).
Store design in the 1980s, with the emphasis on opulence, image and consumption,
seems to be outdated (Goldman, 1991). The biggest challenges faced
by today’s apparel retailers is integrating fashion elements into the lives of
consumers and finding ways to make the shopping experience both efficient
and entertaining (Reda, 1997).
Retailers now delight in learning more about their target customers than
ever before in providing a store environment which can please every possible
demand. They want store designs to be flexible enough to respond to changes
in merchandise and consumer demographics, as well as being functional and
beautiful (Lewison, 1994). Since most store designs are being ‘tailored’ for this
new generation of shoppers, continuous investigation into consumers’ needs
in the store environment is required.
Current study on the importance of store environment
to consumer’s casualwear fashion store choice
decision in Hong Kong
Importance of store environment to consumer’s store
choice decision
Using Baker’s three-category framework, research was conducted in 1998 in
Hong Kong to explore the importance of store environment to consumer’s