“Marketing and the use of strategy are fundamental elements when selling a product. In order to obtain the greatest possible success in sales it is necessary to take into account all the psychological aspects necessary to please the buyer or the consumer, which most establishments know.”
Clothing stores are no exception. But … what tricks do they use to make us buy? In this article we will see some of them.
The fact that the stores try to manipulate the clients in order to get into them and buy as much as possible is something known by all. The clothing and accessories stores also have the particularity that apart from other tricks in them, special emphasis is placed on enhancing the figure of people who test their products and make the customer tend to feel attractive and favored by the most of the clothes available.
It is not uncommon for an item in the store to be liked, when we wear it at home or when going out, it does not look as good as we initially saw it. And is that in the testers of the stores is played with different effects in order to make the product more attractive and make it appear to stay better than it does in reality.
An editor of the Russian publication Adme.ru has done a kind of almost-experiment in the tester of a total of 11 stores, photographing herself in the mirror to observe the differences between the image from inside the tester and in real life, wearing the same clothes The results reflect that our own image can be partly distorted by different mechanisms, especially light, the contrast of colors and the use of mirrors.
Elements that “embellish” us
Both the previous experiment and many others have shown that the clothing testers of the stores are designed so that the customer can feel favored with the products of the store. Some of the main elements that we can observe are the following.
1. Use of lighting
The clothing tester’s lighting is one of the elements that most affect the perception of whether or not a product favors the wearer. Lights that transmit warmth and that make the person visualize themselves with a healthy and tanned skin color are usually used. The side lights and of a soft to moderate intensity also favor this fact, allowing to stylize the silhouette. On the contrary, a frontal light is not very adequate, because it tends to transmit a somewhat wider image.
2. Shape and placement of the mirrors
Where the mirrors are placed and even that they have a certain shape will also modify the image we see reflected. The mirror in question must allow the person to look at the height of the eyes.
If the reflective surface is tilted or forces the client to see his image from a different position than usual, the image may be modified. Some mirrors can also be slightly concave, which causes the image seen in them to be slightly smaller and thinner.
3. Color contrasts
The curtains or the walls of the tester also have a certain effect when it comes to perceiving ourselves in front of the mirror. The presence of marked contrasts between the environment and the observed figure can cause the characteristics of the product to stand out more. Depending on how it is combined with light, the resulting aspect may be better or worse than what would be observed in reality.
4. Available space
The space and comfort that transmits the tester in question also favor the purchase or perception of our own image in the mirror.
Having a spacious and comfortable space can make the person have a positive attitude and this affects their perception, as well as favoring a future return to the establishment.
In addition, the perception of the silhouette itself can be diminished when compared to a large space, which can make us look smaller and thinner.
The opposite case, ie a small receptacle without too much space, can be counterproductive by inducing a stress reaction more easily. However, it can also favor a quick purchase in which only some superficial details are observed before making a decision while the effects of the previous points are focused only on the silhouette itself.
Other aspects that favor the purchase
Regardless of the aspects we have seen, stores use other strategies to get our attention and favor the purchases of their products. Among them we can observe the following.
The effects of lighting and contrast do not only apply to the clothing tester’s area. The shop windows are also an essential element when it comes to attracting the public, since it is not in vain that the first thing that the prospect sees from the outside. For this reason, it is very useful to display garments that are highlighted by the lighting and decoration of the store, so that they attract attention.
Placement of garments
Within the store, the location of the products is another element of great importance to consider. Placing the most expensive products in a visible position and finding the cheapest ones requires a certain search makes it easier to make larger disbursements. It is also important to place the news near the access to the premises, so that potential customers are attracted to what may be inside.
Use of music
Most stores use some type of music in order to motivate their customers to stay in the store and consume. The type of music in question must depend on the type of product or establishment, as well as its potential audience.
Exclusive garments and temporary offers
The idea that something is exhausted generates in the prospective client the urgency of acquiring it before it is too late. In the same way, the fact that there are usually exclusive elements or limited offers can often make customers who have previously visited the premises to return to be interested in a specific item.
Type of floor
The type of floor is another aspect that, although it is ignored by many, can influence whether it ends or not. Fluffy and comfortable floors make customers stay longer in the store, being more likely to end up acquiring something.