Atmospherics in Hollister

One of the most important attributes of stores in shopping centers are the atmospherics - meaning the wall colors, light fixtures, smells, and other "feels" in the store that do not necessarily have anything to do with the product. By using atmospherics to their advantage, these retailers can toy with the subconscious of their consumers in order to give the feel of a better shopping experience. 

One store that comes to mind when thinking about atmospherics is Hollister. Walking through the mall, it is easily spotted, because it has an offset entrance that looks like a beach hut - typically very inviting for the average passersby to come right in. 
   


Not to mention the overwhelming perfume stench that they spray on ever item of clothing inside - mall shoppers can smell Hollister from a mile away. 







Walking inside of the store, it takes a minute for the shopper's eyes to adjust to the dimmed lights that give off an almost seductive feel. Why would a store dim it's lights when their products are meant to be SEEN? I don't know. But somehow it works. 

All throughout the store, the buyer is reminded of how pretty the people of Hollister are through all of the half naked pictures posted on any wall with enough room. 

California beaches are played on television screens on loop, so that the consumer is reminded of how great the place is. Everyone wants to be on the beach. The closest that the store can get you is on a television screen - so they do it. Thanks Hollister.

Any teenager that is seeking to find themselves, would soak this store up. This store SWEATS excellence in the eyes of any kid. I for one thought that I was a goddess whenever I would shop here growing up. Leaving the store, you feel as though you turned in to one of the beautiful people plastered on the walls. You even SMELL like the beautiful people on the walls after just being in the store for five minutes. 

Yeah, the store seems extremely superficial, and maybe it is. But the marketers of Hollister know how to do it right. Atmospherics are perfected (somehow) in these stores. California beaches, beautiful people, wonderful (slightly overwhelming) smells, and seductive lighting do the trick.