How does the woman consumer get affected by the fashion inner store environment - Essay Example

How does the woman consumer get affected by the fashion inner store environment In his book “Why We Buy” which has been hailed by the San Francisco Chronicle as “a Sherlock Holmes” for retailers, self-styled urban geographer and retail anthropologist Paco Underhill states: “Shopping is the central focus of human activity.” Women take pride in their ability to shop prudently and well. They are still the primary buyer in the American market place.(41) Unlike their male counterparts, women make purchasing decisions in a more complex, roundabout way. The fashion store’s stand is to help women consumers when they need help, and lay low when they don’t; to let their buying minds complete the sale by giving them space and information to match the beautiful design of the products in the store.(25) Given the above background, let us examine the various factors that affect women consumers in the fashion store’s inner environment. Atmospherics The fashion store’s layout is normally innovative. Victor Gruen is accredited with conceiving an ideal environment for shopping. (Rifkin, 1996, pg 263).(1) Rather than employing straight lines, as would seem the obvious choice, subtle gradients of angling veer women consumers down the pathways, especially in the fast selling items areas. Along with climate control, a lack of clocks, and centrally controlled lighting, the consumer loses all sense of direction, time of day and duration of her stay. Mirrors, glass 41=www.amazon.com/gp/product-description/0684849143/ref=dp_proddesc_o/ 102-6398628-8781756?%5Fencoding=UTF88n=283155 25=www.learned.typepad.com/learned_on_women/2004/11/plasma_tvs_on_h.html 1=Rifkin, Carol (1996) windows and mannequins accentuate this feeling. Parking is often located underneath the store’s premises, so consumers cannot determine where in the store they are making their entrance (although these locations are precisely scripted), which adds to their disorientation.(Rushkoff, 1999, pg 89-92).(3) This ‘disorientation’ is exactly what the woman consumer desires without realizing it. In ‘Marketing of the Mind’, the authors call it a “vacation from the senses, much like drinking alcohol” (Maddock & Fulton, 1996, pg 12).(18) This illusion, which many fashion stores succeed in sustaining throughout the woman consumer’s shopping experience, is known as ‘atmospherics’. Phil Kotler defines it as “the effort to design buying environments to produce specific emotional effects in the buyer that enhance her purchase probability.” (Hargreaves & North, 1997, pg 74).(37) By such an assault on the senses, the women consumers are mesmerized and lured to exercise their new penchant for spending in that particular fashion store.(19) Store interior décor Proper lighting is crucial in a fashion store. It follows the principle, “Change the lighting and you’ll increase your profits”. Non-glaring white lights are used. Direct lighting makes skin look 5 to 10 years older. Indirect use of non-glaring white light makes women look younger.(5) Karl McKeever, a leading visual merchandising consultant who has worked with Marks & Spencer, Sainsbury and many other big names says: “Fashion retailers changed their light bulbs a few years ago to more energy-efficient 3=Rushkoff, Douglas (1999) 18=Maddock, Richard C. & Richard L. Fulton (1996) 37=Hargreaves, David J. & Adrian C. North (1997) 19=www.ibiblio.org/nmediac/winter2002/mind.html 5=www.thenonbillablehour.typepad.com/nonbillable_hour/2005/03 ones, but sales went down. They discovered that part of the reason was that the clothes looked a different color. The blues looked green.” Some stores lower the lighting in the lingerie department, so people can feel relaxed about flicking through intimate apparel.(32) All fashion stores have spacious trial rooms where women consumers can try out various clothing leisurely before choosing their purchase. This makes the consumers feel satisfied that they have chosen the right clothing.(8) Fashion stores have realized the importance of providing wider aisles in their inner environment. Paco Underhill and his consulting firm Envirosell tell of how the “butt-brush” factor (bumped from behind, shoppers become irritated and move elsewhere), makes women consumers avoid narrow aisles. The butt-sensitivity of women also establishes a relationship between store design and typeface: the narrower the quarters, the less time a woman will spend there.(40) And irritated shoppers do not tarry; in fact, they frequently leave before buying what they came for.(41) Mother Nature has created great beauty in flowers and you simply can’t go wrong. Fashion houses place fresh flowers in all traditional places, complementing the décor and mood of that area. It’s a must in the foyer or entranceway, a great way to make a terrific first impression on women consumers. Flowers have the power to create the mood in consumers from the moment she walks through the door.(7) 32=www.telegraph.co.uk/arts/main.jjhtml?xml=/arts/2004/12/31/ftspend31.xml&sSheet= /arts/2005/01/01/ixartleft.html 8=www.teenfashion.about.com/od/shopping/a/plusclothestip.htm 40=www.amazon.com/esec/obidos/tg/detail/-/0684849143/102-6398628-8781756?v= glance 41=www.amazon.com/gp/product/product-description/0684849143/ref=dp_proddesc_o/ 102-6398628-8781756?%Fencoding=UTF88n=283155 7=www.hotlib.com/articles/show.php?t=Fresh_Flowers_Aren’t_Just_for_the_ Dining_Room_Table Contemplative women consumers are those that spend more money when a pleasant odor is in the background. Many fashion stores have latched on to this trait; every six minutes, a citrus scent is diffused through devices throughout the stores. The intensity and concentration of the scent is well controlled, thus guaranteeing it will be noticed by women consumers without overwhelming them.(30) In addition to the standard slim-and-trim mannequins, fashion stores have begun to display their wares on shapelier mannequins and pants forms, thus giving a larger customer oriented visual picture. Tight, low-rise jeans hug the 38-inch hips of the voluptuous pants forms. Plus-sized mannequins now appear in sizes up to 20, well above those of traditional size 2 to 6.(21) Some fashion stores have a traditional space where women consumers can “check their husbands – like a coat”. A room having comfortable seats facing a big screen T.V tuned to ESPN or a cable channel that runs the bass-fishing program, or highlights of last weekend’s NFL action, serves to keep men fully and pleasantly occupied. With their men thus passively restrained, women consumers are in a happier and more relaxed frame of mind, and they will spend more time and money in the fashion store.(41) Background Music In the 1940’s, a retired general named Owen Squier began planning ideal American shopping environments, with the constant play of music being the key to his vision. His 30=http://ur.Rutgers.edu/medrel/viewArticle.html?ArticleID=4506 21=www.pbs.org/newshour/extra/teachers/lessonplans/socialstudies/ mannequins_11-22.html 41= www.amazon.com/gp/product/product-description/0684849143/ref=dp_proddesc_o/ 102-6398628-8781756?%Fencoding=UTF88n=283155 patent, named ‘piped-in music’ is now adopted by all fashion stores in the U.S. The most popular is pop songs played as ‘easy-listening instrumentals’. Familiar radio songs are re-recorded and given a lighter air, with the hooks and melodies inferred rather than overtly punctuated. As a result, the listening women consumer recognizes the song, but only unconsciously. She may hum or whistle along, but will not be able to tell you what tune is playing. By hearing particular song combinations, women consumers’ behavior is influenced, making them more emotionally involved in the store’s inner environment, swaying them to purchase more products.(19) In another case, soft classical music makes women consumers believe that that fashion store is an upscale one and thus they should spend more time in it, not hesitating to buy even if the prices are high.(5) It is not simply the music: the music creates a temporary ideology about the shopping environment that in turn encourages one to spend more money in order to participate in the illusion of the better life. Fashion stores with a target audience of young female consumers, normally play upbeat electronic and other music that is usually heard on a night out on the town. In this way, an unconscious association with a more jet-setting lifestyle is inferred, and playing on the unconscious desires of young girls, much more clothing is bought. The unconscious ideal is many times referred to by the store’s name such as Victoria’s Secret, Limited Express, Lerner New York, Esprit and French Connection.(19) Employees The employees in different sections of the fashion store are hand-picked in accordance 19=www.ibiblio.org/nmediac/winter2002/mind.html 5=www.thenonbillablehour.typepad.com/nonbillable_hour/2005/03 with the unconscious idealization of a particular lifestyle, like actors, embodying all that the women consumers wish them to be.(19) They are trained towards one simple goal, best put by Vanessa Castagna, Chief Executive Office of JC Penny Stores: “The Customer is the focus of everything we do. Everything.” (36) Teens are likely to spend a fair amount of time shopping with their mothers. It’s also likely that today’s teens, as countless generations of teens before them, get by with a little help from friends. “Teens today wear a uniform – low slung jeans, a platform shoe and a fun tee,” relates Stefani Greenfield, co-owner of Manhattan-based Scoop. “When they come into the store, they know what they want.” (16) Salespersons are trained to go along with this group of consumers, being reticent yet suggestive at the same time. In case of obese women consumers, a good fashion store’s employees are trained not to overtly discriminate against them, such as avoiding eye contact, rudeness or hurrying the sale. If they fail to do this, such overweight women consumers who feel they have been the victims of discrimination, will tend to spend less money, and, in many cases, are unlikely to shop at that fashion store again.(22) All sales persons of a good fashion store are well educated about “the perfect fit”. “Fit is probably the most critical issue in purchasing a garment,” says Annie Brumbaugh, a New York based wardrobe stylist. “The most wonderful garment ever made by mankind will not look good if it doesn’t fit.” Often, while trying on a rack full of clothes, women consumers can’t find the right fit. The salesperson then asks her: “Which labels do you 19=www.ibiblio.org/nmediac/winter2002/mind.html 36=www.findarticles.com/p/articles/mi_qa3862/is_200407/ai_n9453615 16=www.cottoninc.com/Ismarticles/?articleID=113 22=www.Toronto.fashion-monitor.com/news.php/Toronto_shopping/ 2005041805obese_shoppers normally wear?” This provides useful information and helps the salesperson lead the consumer to other brands that are known for similar silhouettes and fit. The salesperson encourages women consumers to take the time to try on clothes, view themselves from all angles in a three way mirror before finally choosing their purchase. Many stores have fitters on the premises, allowing the salesperson to suggest alterations to clothes.(39) Salespersons in fashion houses go into “high gear” when they see two or more women shopping together. Sharon Abecassis, spokesperson of Sybele, a boutique in Manhattan, says: “On occasion we see a pair of friends stopping in if they are out together for the day. In general, they’re browsing and don’t really need our help since they are asking each other for thoughts and impressions.” (33) Studies show that when two women shop together, they often spend more time and money than women who come alone. Two women in a fashion store can be a shopping machine, and wise fashion stores do whatever they can to encourage this behavior.(41) Carrie Richardson, owner of Celeste Turner, an upscale boutique in Chicago’s Armitage Avenue says: “We understand the mentality of women. On a Saturday I’ll get a group of three or four girls in here, they’ve just had breakfast out somewhere, they’ve rehashed what happened the night before, and now they want something new for tonight – maybe a $ 30 T-shirt.” (27) Salespersons pay special attention to such consumers. Female Boomers (women aged 50 and over) want stylish clothes to fit their 50+ bodies, 39=www.cottoninc.com/Ismarticles/?articleID=98 33= www.cottoninc.com/Ismarticles/?articleID=105 41= www.amazon.com/gp/product/product-description/0684849143/ref=dp_proddesc_o/ 102-6398628-8781756?%Fencoding=UTF88n=283155 27= www.cottoninc.com/Ismarticles/?articleID=121 to be sought after by stores and be seen as vibrant and sexy. Basically this type of woman consumer wants to be appreciated and respected for the considerable buying power she holds. Successful stores like Talbot’s and Chico’s realized the importance of appealing to mature customers.(28) Salespersons are specially trained to handle such customers with due respect and care. Salespersons keep a vigilant (and happy) eye out for fashion innovators. These are women consumers who shop the most and buy the most apparel; they are true clothes horses who want to buy at the beginning of the season, and keep ahead of fashion trends and to be the first in their group to show off a new look. And they spend more money on clothing than the rest of us, and have no intention to stop doing so. Salespersons do their utmost to make such consumers as comfortable as possible in the store’s shopping environment.(38) Holiday season shopping keeps salespersons very busy. They realize that for many women consumers, apparel is at the top of the list. According to Cotton Incorporated Lifestyle MonitorTM, apparel ranks as the number one holiday gift choice for women (35%), scoring well above other categories like electronics, toys, and even jewelry.(10) Salespersons are trained to handle customers with proper care and direction during this period. 28= www.cottoninc.com/Ismarticles/?articleID=115 38= www.cottoninc.com/Ismarticles/?articleID=103 10= www.cottoninc.com/Ismarticles/?articleID=96 Proper Display Layout Just how important is a well-thought-out-store display? Industry observers believe that good displays are essential to good business, contributing more to the bottom line that most retailers realize. In the display, every picture is a fashion story.(12) The area just inside the entrance door is called the ‘dwell zone’. It is a key area and most fashion stores use it to promote “this season’s look”. It influences the women consumers favorably and entices them to go deeper into the store.(32) The Lingerie section is a very important one in the fashion store. “The true test of when you can gain the respect of women shoppers is in intimate apparel,” says Don Keeble, senior vice president, fashions at Kmart. “That’s when she takes her personal time to look for something special for her herself. The fixturing, signage, graphics and products have to make her comfortable.” (9) According to Current Industrial Report, in the year 2000, American women spent $ 3.7 billion on nightgowns, panties, slips, bras, foundation, robes and gowns. Chris Arlotta whose eponymous collection of intimate apparel has been described as ‘modern and sexy’ says: “It’s not the garment alone – it’s the woman in the garment that makes it special. It’s about how a woman feels when she’s wearing it. It’s about what intimate apparel does for her that shines through.” (14) Most lingerie items are classified as “replacement buying” items which fulfill daily requirements – such items are often unseen by anyone except the wearer.(31) Fashion stores regularly stock this section 12= www.cottoninc.com/Ismarticles/?articleID=133 32=www.telegraph.co.uk/arts/main.jjhtml?xml=/arts/2004/12/31/ftspend31.xml&sSheet= /arts/2005/01/01/ixartleft.html 9=www.findarticles.com/p/articles/mi_m3092/is_n5_v32/ai_13456795 14= www.cottoninc.com/Ismarticles/?articleID=107 31=www.fashion-era.com/fashiontechnology.htm with the widest possible range to satisfy its women consumers. Forget about diamonds – these days pajamas are a girl’s best friend. Companies like BedHead, The Cat’s Pajamas, Karen Neuberger, Nick & Nora and PJ Salvage have redefined the category as all-day lounge-wear, adding their own distinctive stamp with witty, sometimes sophisticated designs and cozy, feel good fabrics. And women are discovering that PJs aren’t just for sleeping any more.(17) All fashion stores keep healthy stocks of top brands of pajamas for their discerning women consumers. Fashion stores pay particular attention to the maternity clothes section. Pregnant women consumers are pleasantly surprised at all the new trend options available, particularly from affordable companies like The Gap, Old Navy and Land’s End. While high-end companies have revolutionized maternity apparel in recent years, that same transformation had not fully trickled down – until now.(34) The fashion store takes care to advise such pregnant women consumers, in the words of Liz Lange, designer of Liz Lange Maternity, “When you’re trying something on, ask yourself, ‘does it make it feel pretty, happy, sexy?’ That should be the guiding principle. That’s what fashion, at its best, is all about.”(6) Some fashion stores’ cosmetic section requires women to sit or stand in one spot while make-up is demonstrated. This can be a problem during busy times. A smart fashion store will make a provision wherein women can stand at the corner of a counter, where they can wrap themselves around the angle and nestle in a little bit. They are more likely to buy something than women standing just a few feet away along the main stretch of the 17= www.cottoninc.com/Ismarticles/?articleID=132 34= www.cottoninc.com/Ismarticles/?articleID=76 6= www.cottoninc.com/Ismarticles/?articleID=118 counter. Such smart fashion stores also use specially shaped counters to create cul-de-sacs, recessed areas where women consumers can stand clear of passing foot traffic and browse without fear. Such cul-de-sacs, called ‘catchment basins’ are successful in inducing many women consumers to shop a little longer. That’s how women prefer to shop: within view of the main flow of traffic, but sheltered in sectioned-off areas.(41) Behind the counters, small accessories like perfumes are laid out using a sales technique called ‘triangular balance’. It works on the idea that the eye of the woman consumer will always go to the center of the picture. Here, the biggest and tallest products with highest profit margins are placed, and other sizes are arranged around them in a triangle. The psychology behind this layout is that once the woman consumer has seen the most expensive item, it’s harder for her to shift to a cheaper one.(32) Fashion stores such as ‘Topshop’, the store for the younger woman, feature a unique type of wall display. The wall display here has multicolored handbags, each placed on its own shelf. The effect is to hide the fact that the same bag appears six to seven times. If the woman consumer buys a handbag, she does not want something that everyone else has; so the store mixes them up to create the illusion of exclusivity.(32) Beside the wall displays, fashion stores usually display clothes. They make sure that there is enough of everything for everyone. While offering a large collection for teenagers, women consumers in their thirties and forties are provided with sufficient ranges so that they don’t feel that fashion is ignoring them. Emphasizing the importance of the wide selection, Diana Salen co-owner of specialist boutique Diana and Jeffries 41= www.amazon.com/gp/product-description/0684849143/ref=dp_proddesc_o/ 102-6398628-8781756?%5Fencoding=UTF88n=283155 32= ww.telegraph.co.uk/arts/main.jjhtml?xml=/arts/2004/12/31/ftspend31.xml&sSheet= /arts/2005/01/01/ixartleft.html says: “I carry a broad assortment of brands, so I’ve got contemporary lines like Theory as well as Cambio, Bernard Zins and Ira Singer for others.”(2) Recently there is a definite trend towards romanticism. A changed economic climate has also contributed to the trend away from conspicuous consumption (think rhinestones and endangered animal skins) and towards soft fabrics and flowy silhouettes.(15) Some women shoppers wonder: “Can miniskirts and ankle-length skirts really co-exist in my wardrobe?” The answer now seems to be a resounding ‘yes’. Says Pamela Macklin, fashion director of Essence magazine: “I’m thrilled that the fashion industry recognizes that women are more than one-dimensional. We all lead very different lifestyles. One day I may feel like putting on something flirty and short, the next day I might choose something long and lean, or fluid and elegant.”(35) The world of denim these days seems to be more is more, and holds true in both the design front as well as for consumer demand. Says Sharon Pommer, Vice President at Alloy.com: “Our philosophy continues to be that we don’t dictate the trends, but that we reflect the trends. And the trend continues to move towards denim.”(20) The main color, blue, according to design experts, dominates fashion because it is a moody color that can be sad or calm, a conservative navy or a racy teal, and yet also represents loyalty and wisdom.(4) Fashion stores offer women consumers versatile denim looks beyond jeans such as jackets, shirts and skirts. In ‘Target’, women consumers are offered denims in a variety of fashionable fits and washes. Jeans feature three waistband options: an under- 2= www.cottoninc.com/Ismarticles/?articleID=102 15= www.cottoninc.com/Ismarticles/?articleID=123 35= www.cottoninc.com/Ismarticles/?articleID=119 20= www.cottoninc.com/Ismarticles/?articleID=114 4=www.findarticles.com/p/articles/mi_mOHMU/is_4_30/ai_99817083 the-belly low-rise style as well as over-the-belly and mid-belly.(34) “Obviously [low-rise] is the ‘in’ thing right now; at the same time, not everyone can wear it, so I’m always looking for a balance between the two,” says Melissa De Falco, owner of Anthology, a boutique in Westfield, NJ. Her customers range from teens to women in their 40’s and up. Among the more moderate-rise denims she carries are Diesel’s Fanker style and Mavi’s Molly jean.(11) Barbara Atkin, fashion director of Holt Renfrew comments: “Denim is an explosive category for us, we can’t seem to get enough of it in.” Apart from pants, she has trench coats, pencil skirts and even the bustier – all in denim.(13) American women find shorts cool and comfortable. Shorts are usually worn by them when playing golf, running errands, wearing on the beach as a cover-up, and wearing at home especially if she has to chase mischievous children all over the place. Although capri pants are fast catching up as a replacement for shorts, American women refuse to part with this fashion staple.(29) Fashion stores make sure they have a wide selection of shorts for their women consumers. Plus-sized women are an important segment of women consumers in the U.S today. With more than half the women in the U.S a size 14 or greater, plus-size consumers are a mainstream reality.(26) Designers and fashion stores have recognized the importance of these consumers. They usually find shopping for clothes that fit very frustrating.(8) A 34= www.cottoninc.com/Ismarticles/?articleID=76 11= www.cottoninc.com/Ismarticles/?articleID=124 13= www.cottoninc.com/Ismarticles/?articleID=120 29= www.cottoninc.com/Ismarticles/?articleID=112 26=www.findarticles.com/p/articles/mi_mOFNP/is_5_4/ai_83805436 8=www.teenfashion.about.com/od/shopping/a/plusclothestip.htm smart fashion store helps its employees to take care of this section of women consumers by providing shapelier, plus-sized mannequins. These shapely mannequins appear to be doing the trick for many fashion stores because plus-size women consumers apparently like seeing clothes on more voluptuous frames, since the displayed clothes are hot sellers. Fashion trend watchers credit American pop and urban cultures for the rise of the bigger mannequins.(21) By stocking sufficient and attractive collections to suit them, fashion stores please these consumers, make them purchase, and make them come back later for more. Tommy Hilfiger, Talbot’s, Frederick’s of Hollywood and Target’s Cherokee brand all feature plus-size lines.(24) Many fashion stores like Marks & Spencer respond Just in Time (J I T) to fashion demands and bring their fashion ranges (like the acclaimed ‘Per Una’ range) into the shops in a six weekly cycle using short run manufacturing. Such fashion stores use J I T to restrict volume on certain styles with a shorter fashion life. Women consumers are affected by J I T, becoming impulsive buyers, justifying their purchases with the excuse that the shop will have sole the color, size, style and pattern by the following week.(31) Maybe, in future….? The Guardian newspaper (11.5.2003) reported that the Paris fashion store Galeries Lafayette offers free strip-tease lessons to women shoppers unsure of how to achieve the best effect with purchases from its lingerie section. “It’s completely serious,” a spokeswoman for Galeries Lafayette said, “when a woman buys underwear, it’s to show 21=www.pbs.org/newshour/extra/teachers/lessonplans/socialstudies/ mannequins_11-22.html 24= www.cottoninc.com/Ismarticles/?articleID=109 31= www.fashion-era.com/fashiontechnology.htm off, and you have to know how to do that. We want to teach women how to get undressed in front of their men. It isn’t easy to take a pair of trousers off without looking ridiculous, I can tell you.” The half-hour courses are given to 100 women at a time by two professional striptease artists.(23) Perhaps, one day in future, we in the U.S will also experience “this extreme” in fashion stores’ assistance to its consumers – a la Paris style! 23=www.buzzle.com/editorials/11-5-2003-47295asp References Cited 1. America’s fantasy urbanism. The waxing of the mall and the waning of civility. In Katherine Washburn & John Thornton (Ed.s) Rifkin, Carol (1996) 2. Bridging fashion’s generation gap: Retailers and manufacturers translate youth-oriented trends for broader appeal http://cottoninc.com/Ismarticles/?articleID=102 3. Coercion: Why we do what “they” say. New York. Riverhead books. Rushkoff, Douglas (1999) 4. Colors http://www.findarticles.com/p/articles/mi_mOHMU/is_4_30/ ai_99817083 5. Dim the lights, put on some music, and make some dough http://thenonbillablehour.typepad.com/nonbillable_hour/2005/03 6. Fashion independents. Despite the latest clothing trends, some women stay true to their own unique style http://cottoninc.com/Ismarticles/?articleID=118 7. Fresh flowers aren’t just for the dining table http://hotlib.com/articles/show.php?t= Fresh_Flowers_Aren’t_Just_for_the_Dining_Room_Table 8. Get the most out of plus size women clothes http://www.teenfashion.about.com/od/shopping/a/plusclothestip.htm 9. Getting intimate – lingerie http://www.findarticles.com/p/articles/mi_m3092/is_n5_v32/ai_13456795 10. Happy holidays: Retailers will soon find out whether consumers find them naughty or nice http://www.cottoninc.com/Ismarticles/?articleID=96 11. How long can you go? When it comes to jean styling, female consumers want more choices http://www.cottoninc.com/Ismarticles/?articleID=124 12. In a well-planned store display, every picture tells a fashion story http://www.cottoninc.com/Ismarticles/?articleID=133 13. Indigo girls. From trend crazy teens to career women, there’s a denim look for everyone http://www.cottoninc.com/Ismarticles/?articleID=120 14. Intimately speaking: what women really want http://www.cottoninc.com/Ismarticles/?articleID=107 15. Isn’t it romantic? Soft & feminine is a major theme in women’s wear for spring http://www.cottoninc.com/Ismarticles/?articleID=123 16. Kid power : Today’s teens have a major influence on family apparel purchases http://www.cottoninc.com/Ismarticles/?articleID=113 17. Lounging around in style. Forget about diamonds – these days pajamas are a girl’s best friend http://www.cottoninc.com/Ismarticles/?articleID=132 18. Marketing to the mind: Right brain strategies for advertising and marketing. Westport : Quorum Maddock, Richard C. & Richard L. Fulton (1996) 19. Media literacy of the unconscious mind http://www.ibiblio.org/nmediac/winter2002/mind.html 20. More is More. With denim sales soaring, retailers aren’t exactly singing the blues http://www.cottoninc.com/Ismarticles/?articleID=114 21. New mannequins impact: how shoppers see and buy http://www.pbs.org/newshour/extra/teachers/lessonplans/ socialstudies/mannequins_11-22.html 22. Obese shoppers are discriminated in stores: study http://www.toronto.fashion-monitor.com/news.php/ toronto_shopping/2005041805obese_shoppers 23. Parisian store hopes striptease plan will take off http://www.buzzle.com/editorials/11-5-2003-47295asp 24. Personality plus: The fashion spotlight is finally on plus size women http://www.cottoninc.com/Ismarticles/?articleID=109 25.Plasma TVs on her wish list? http://www.learned.typepad.com/learned_on_women/2004/11/ plasma_tvs_on_h.html 26.Plus size, plus sales. http://www.findarticles.com/p/articles/mi_mOFNP/is_5_4/ai_83805436 27.Retail therapy: When the going gets tough, the tough go shopping http://www.cottoninc.com/Ismarticles/?articleID=121 28.Ripe for the picking : Apparel retailers look for new ways to woo today’s Female Boomer http://www.cottininc.com/Ismarticles/?articleID=115 29.Shorts story: For fashion & function, these basics are a natural choice for female consumers http://www.cottoninc.com/Ismarticles/?articleID=112 30. Smell & sound key to sales, says Rutgers-Camden Marketing Research http://ur.rutgers.edu/medrel/viewArticle.html?ArticleID=4506 31.Technology & fashion history: Shop till you drop http://www.fashion-era.com/fashiontechnology.htm 32.Telegraph/Arts/They have ways to make you spend http://www.telegraph.co.uk/arts/main.jhtml?xml=/arts/2004/12/31/ ftspend31.xml&sSheet=/arts/2005/01/01/ixartleft.html 33.The art of shopping: Born to shop or just making a quick stop? http://www.cottoninc.com/Ismarticles/?articleID=105 34.The belly beautiful: Women’s expectations for great looking maternity wear are finally being met http://www.cottoninc.com/Ismarticles/?articleID=76 35.The long and short of it. Thanks to the current crop of pants and skirts, anything goes http://www.cottininc.com/Ismarticles/?articleID=119 36.The most powerful shopper http://www.findarticles.com/p/articles/ mi_qa3862/is_200407/ai_n9453615 37.The social psychology of music. Oxford: Oxford University Press Hargreaves, David J. & Adrian C. North (1997) 38.The thrill is gone..for most (but not all) shoppers http://cottoninc.com/Ismarticles/?articleID=103 39.Wearing thin – Female consumers remain frustrated in their search for the perfect fit http://www.cottoninc.com/Ismarticles/?articleID=98 40.Why we shop – Paco Underhill http://www.amazon.com/exec/obidos/tg/detail/-/0684849143/ 102-6398628-8781756?v=glance 41.Why we shop – Paco Underhill http://www.amazon.com/gp/product/product-description/0684849143/ ref=dp_proddesc_o/102-6398628-8781756?%5Fencoding=UTF88n=283155 Read More