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Store Design and Visual Merchandising by Claus Ebster

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Chapter 3

Store Design Factors

Looking Good From Store Front to Store Back

“We shape our buildings and our buildings shape us.”1 This adage, attributed to Winston Churchill, refers to the fact that buildings (in our case, stores) influence people—a common theme of this book. Sometimes, however, the store literally shapes the customers and their shopping choices. Such was the case for Jenna, a fashion-conscious shopper who tried on a pair of jeans in the fitting room of an upscale fashion store. When she looked at herself in the oversized mirrors, she was very pleased with her choice. The jeans made her look slim and trim (see Figure 3.1). Unfortunately, when she tried on the same jeans at home, she looked slightly less slim. How can that be? ...

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