Ambience of retail stores important to shoppers
By Daily Bruin Staff
Sept. 23, 2001 9:00 p.m.
By Rosanna Mah
Daily Bruin Contributor
Store owners often manipulate their environment to create a
desired atmosphere.
The social atmosphere, defined in terms of the music played, the
clientele, lighting and, most importantly, the retail service, is a
projection of the store’s corporate image.
The ambience plays an important role as to whether patrons will
feel inclined to step into the store, stay or leave
immediately.
One such store that is known for its atmosphere is Abercrombie
and Fitch, a franchise that caters primarily to college
students.
“I personally like the style of Abercrombie and Fitch,
however it’s one of my least favorite stores,” said Ida
Kwok, third-year math and business-economics student. “I
don’t appreciate the snobby image and customer
service.”
“Basically, the anti-social brand representatives ignore
customers and don’t help you find sizes,” Kwok
added.
In addition to the workers, the attitudes and behaviors of other
customers, especially regulars, also play a role in shaping a
shopper’s experience.
“Taking Morgan De Toi or BCBG for classic examples: I feel
that the customers are stuck up,” said Arminee Izakelian, a
third- year, microbiology and genetics student. “Speaking
from personal experience, those who go shopping in some of these
stores act snobbish and make me feel unwelcome, giving me vibes
that tell me I shouldn’t be there and that I don’t fit
in.”
“In certain stores, like specialized boutiques, I feel
pressured to buy things.” Alice Ho
Third-year student
However, two other popular college hang-outs, Forever 21 and Old
Navy, have been met with praises by UCLA students for being
fashionable stores that not only have favorable prices, but also
commendable service.
“Old Navy is very organized and service-oriented,”
said Alice Ho, a third-year psychology student. “It’s
not only the affordable prices and friendly sales representatives,
but the fun atmosphere, such as the spacious layout and the up-beat
music, which immediately makes you feel welcome.”
Very often, stores cater to the aesthetic needs of the customer
through the design of the layout or through the choice of music,
putting the customer at ease.
“I like Forever 21 because they have cute stuff and the
music is always some sort of perky, pop music that makes me feel
happy,” Izakelian said. “No pressure at all when I go
shopping there.”Â
A congenial social environment can easily facilitate shopping.
The simple gesture of a smile from a sales assistant or a
compliment from a fellow shopper in the next dressing room can play
a part in setting a relaxed mood.
“We push hard for customer service in order to make our
customers feel welcome in Forever 21,” said Shirley Noguera,
assistant manager of the Forever 21 store at Fox Hills Mall.
“Greeting them at the entrance or helping them find their
sizes, whatever they want. We’re there for them.”
Another factor determining the social atmosphere is the sales
strategy used by the retail personnel.
“In certain stores, like specialized boutiques, I feel
pressured to buy things simply because the sales representatives
make me feel obligated to buy,” Ho said. “Although
I understand it’s part of their service, it becomes an
intrusive obligation.”
“I am the customer and getting what appeals to me is what
I look for as opposed to getting what they want me to get,”
she added.
