Every retail store owner and manager should understand the importance of excellent lighting, in particular for clothing stores and their sales. It is imperative that these stores utilize ample lighting with clean lamps for clothes that are on display as well as for dressing rooms.
Why to Improve this Type of Lighting
While it seems obvious that a clear view of a product can shape a customer’s perception of its merits, plenty of retail operators neglect this critical sales factor. Venture on over to a handful of clothing retailers and you’ll likely find stores that lack bright lighting to properly illuminate their clothing displays. You’ll also likely find that stores make use of dirty lamps that haven’t been cleaned in months or longer. Perhaps even worse is the fact that a substantial number of clothing retailers don’t have sufficient lighting in dressing rooms.
The truth is that customers react much more positively to clothing that they can see with ease. Customers should be able to clearly see the subtleties that designers took great pains to implement into their apparel. Without sufficient lighting, customers won’t notice the garments’ high-quality stitching, rich colors and detailed designs.
Don’t Forget the Dressing Room When it Comes to Lighting
Ideal clothing store lighting is especially important in dressing rooms. The dressing room experience is the final moment where the customer determines whether he or she will make the purchase. If a customer can’t clearly see just how spectacular a garment looks while trying it on in the store’s dressing room, there’s little chance that they will purchase it. How they see themselves in the dressing room mirror is just as important as the garment’s price tag.
Creating the ideal dressing room environment is not just a matter of providing ample overhead light. The entire illumination of the dressing room is important. A study has shown that female shoppers prefer substantial side lighting in dressing rooms rather than overhead lighting. An overabundance of overhead lighting can actually make a regular sized room feel far too tight and constricted. This forces shoppers to feel uncomfortable and really does cause some to venture on over to competing stores.
A Simple Change May Be What Your Store Needs Most
Ample side and frontal lighting is necessary to make both display spaces and dressing rooms feel spacious and welcoming. This style of clothing store lighting will make customers spend more time in the store and encourage them to try on many more garments.
If customers are caught up in considering the store’s poor display lighting or the dressing room’s lack of illumination, they’ll be distracted from how nice the garment actually looks. This is exactly the predicament that clothing retailers must avoid. Poor lighting really does have the potential to decrease clothing sales to a level that forces a store to close.
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