Fashion Marketing: Contemporary Issues, Second edition - Pr School

162 Fashion Marketing
consumers’ emotional states of pleasure (Mehrabian and Russell, 1974). It is
certain that a positive store environment can be an effective tool in evoking
the consumer’s emotion of pleasure.
Recommendations
Among those areas which consumers would like stores to further improve is
the social factor – the service manner of salespeople. This also proves that consumers
definitely regard the social factor as relatively more important than the
other two factors, and they also have higher expectations in this area. The result
supports respondents’ concerns on the social factor of a store’s environment.
Management of casualwear chain stores will not be surprised to learn that
the social factor contributed greatly in achieving consumers’ pleasant shopping
experience. A desirable store environment can be an important element
of achieving a pleasant shopping experience. This influence is likely to be
especially pronounced for the social factor of the store environment. Effective
retailers can seek a competitive edge in providing a unique store environment
that the consumers want, to satisfy their needs and enhance their shopping
experience.
The results also indicate that both the ambient and design factors are perceived
as less important by consumers. Marketers should be more concerned
with the social factor of the store environment, especially the service attitude
of salespeople. Hence, it is suggested that casualwear chain stores could provide
a desirable store environment by paying more attention to the social factor.
As such, special care should be taken with regard to the service manner of
sales personnel.
On the other hand, whether there is an adequate number of salespeople
on the shop floor can be directly controlled by the retailer. An appropriate
number of sales personnel helps to provide a responsive service to consumers.
An inadequate number of salespeople will keep consumers waiting for service,
and consumer dissatisfaction will result. However, too many salespeople
would be wastage. Retailers need to clearly identify the amount of salespeople
required to maintain a frontline operation.
Particular care should also be taken by retailers of casualwear chain stores
on the expectation of ‘recognition by identifiable salespeople’ as consumers
appreciate a sense of respect by the salespeople when they enter and leave the
store. ‘Courteous and friendly salespeople’ implies that consumers have a high
expectation regarding the attitude of sales personnel. Since quality service
from friendly, courteous salespeople with an appropriate service attitude does
not simply happen, retailers are advised to take particular care to develop a
‘service culture’ within their organizations. This can enhance the employee’s
recognition of their responsibilities of customer service. Apart from the development
of service culture in the organization, motivation can also be an effective
means to achieve this aim. Undoubtedly, financial motivation, including
bonuses and commission, is an important means of encouragement.