A conceptual model of the holistic effects of atmospheric cues in fashion retailing

Purpose - The purpose of this paper is to examine how the holistic atmospheric cues encountered in a retail environment contribute to the creation of a retail experience. The interaction between these cues, and how they impact on the various stages of the retail experience is also explored. Design/methodology/approach - A qualitative methodology was employed, using protocol analysis and in-depth semi-structured interviews that were conducted with 18 participants. Data were collected in the context of the women's fashion sector. Findings - The findings highlight the importance of store owners ensuring atmospheric cues create a store image congruent with their target market's self-image. A model is also developed which highlights how atmospheric cues are able to affect successive stages of the retail experience. Originality/value - This paper provides a holistic understanding of how retail atmospheric cues are able to influence the overall retail experience; from how a retail store is initially evaluated through to the intention to purchase.