Abstract
Shopping constitutes a major tourist and leisure activity (Lutzoni, 2009; Moscardo, 2004). New York City is a major tourist destination and home to many “flagship” stores (Zukin, 2009). Flagships are large or primary stores in prime locations, which often act as brand “monuments”, reflecting essential elements of brand identity (Sabbadin & Aiolfi, 2019). Although some “brick and mortar” stores are closing in the USA (Cavan, 2016), flagship stores continue to entice visitors; they offer special shopping experiences (Jones et al., 2010; Palaiologou & Penn, 2013). Shoppers may be frustrated with online purchasing which grew exponentially during Pandemic (Aryani et al., 2021; Pham et al., 2020). Lighting is an important visual component in built environment (Hwang & Kim, 2010; Yılmaz, 2018). Lighting may reveal product features; reinforces stores’ image; communicate target market; guide shoppers (IES, 2001). Lighting attributes may be empirically measured. As enhancement to merchandising and design students’ training, a faculty-led, Pre-Covid-19, New York City study trip included visits to two flagships. Store A promoted an earthy, hip vibe; sold clothing and home goods; targeted towards imaginative, educated, affluent 30-45-year-old women (Anthroplogie, 2021). Store B promoted a modern, sporty image, sold sports apparel and footwear; targeted towards various ages (Nike 2021). The student study utilized Asensetek Lighting Passport model ALP-01 spectrometer and Spectrum Genius software. Results revealed lighting variability across stores. Store A was warmer. Store B was cooler. Light levels varied within and across stores. Lighting is anticipated to continue to play a key role in flagship stores, post-pandemic.
Presenters
Greg ClareInterim Associate Department Head and Associate Professor, Design Housing and Merchandising, Oklahoma State University, Oklahoma, United States Paulette R. Hebert
Professor, Design and Merchandising, Oklahoma State University, Oklahoma, United States
Details
Presentation Type
Theme
2022 Special Focus—Responsible Post Pandemic Tourism: Built Environment and Design Excellence
KEYWORDS
Lighting, Empirical, Shopper Marketing
