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 and service facilities) 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 dress 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 dress made her look slim and trim (see Figure 3.1). Unfortunately, when she tried on the same dress at home, she looked slightly less slim. How ...

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