Retailing and Merchandising in Textiles and Appare 3(2+1)
Lesson 22 : Sales Promotion Techniques (contd…)
Lighting
Colour and lighting together do much, to establish the mood for a display. The feeling of a display can be changed entirely with lighting. Coloured lights intensify colour and spotlights can highlight the merchandise.
Interior lighting is important in creating the overall image for the store and in making it easy for the customer to see the merchandise. A brightly lit store helps convey an image of brisk activity and makes it easier for the customer to shop. Softly lit areas are more relaxing and create a calmer mood. Effective lighting increases the customer's shopping pleasure, cuts down on shoplifting and makes merchandise selection easier. The kind of lighting used changes the perception of colours in merchandise. Fashion stores should be aware of this when planning lighting installations and select the lighting that makes both the customer and the merchandise ' look best.
Participants