When you walk into a clothing store, you may feel like everything looks amazing. The fabric feels luxurious, and even the details that never drew your attention before suddenly become impressive. It is hard to admit that the difference in how the clothes are perceived is sometimes caused by factors other than quality. There are some secrets that many retail spaces use to make customers want to buy more than they actually need.
One of the moments that got me wondering was my attempt to try on the same item in two different stores. While in one space, I found myself disappointed in the choice, while in the other, I felt that the piece is perfect for me. Even the fact that both pieces are from the same brand, they were made of the same fabric, and they had the exact same cuts seemed insufficient. Later, I learned about this trick that is often subtly referenced by the experts in an article on the WorldFashionNews team, where the way visual environments influence perception is explored in a way that feels almost unnoticeable at first.
In some cases, a retailer chooses warmer lights to make the fabric and skin appear softer and more delicate, while others prefer cooler lights that enhance details, making them sharper and more visible. Both tricks help customers focus their attention on the most advantageous aspect of the product without paying much attention to the other sides of the matter.
Mirrors can be added to create the illusion of perfection, although they cannot affect the perception of a person on their own. However, combined with lighting, mirrors become the most powerful tool for changing the customer's perception of the piece.
What is fascinating about such tricks is that once you are out of the retail space, you will realize that the product looks not so great at home. The color may seem flatter, and the cut – less interesting. This happens because the piece has already left the environment that made it attractive to you, and it lost some of its magic.
There is one more factor involved in this process. Some retail environments evoke certain emotions in people. For instance, some places create a comfortable atmosphere and give the feeling of relaxation, while others are more energizing and make clients feel confident. As a result, buying a new dress or shoes means that, apart from the product's appearance, the customer's perception of the situation is included in the purchase.
This is not to say that the process of shopping becomes totally artificial or forced. However, the more information a consumer has about retail marketing tactics, the more carefully he or she starts to consider the reasons for buying certain items. For instance, if you realize that the lighting changes your perception of the fabric and make you buy an outfit you do not really like, you may choose to reconsider your decision.
Once you notice how some retailers try to affect your perception, it is easy to recognize the patterns. For example, some brands use the same tones of lighting, or the types of mirrors in all their retail spaces. They can even change customers' moods in certain ways. All this allows shoppers to understand how the process of choosing new products is being affected.
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