im a stylist at hollister, and same as abercrombie...they try to sell things to consumers by engaging the senses....
smell- by spritzing every 30 mins around the store
sight- marketing, dimly lit lights
sound- loud bumping music
touch- great feeling fabrics
also.. whenever we get secret shopped, a thing they grade us on is "do u wanna dance" .. which is if the employees are having fun, and if the overall atmosphere makes you want to dance... all these things tie into the "atmosphere" of the store.
and about the lighting..... lol this is the way we do it..
NO lights are allowed to be on the floor (with the exception of the front step when you walk into either the guys or girls side)... they can only be aimed at forms (the manikins), T-stands, 14 inches down on the closets, and a little tiny bit on the tables..... even the way the lighting gets done in the fitting rooms is pretty funny... just directly on the mirror.... and nothing else...
... you wouldnt know HOW MANY angry moms come up to me daily either bitching about the LOUD MUSIC (we HAVE to have it set to a certian loudness), or how DARK it is... all we can do is hand them a customer service card, and recommend that they shop on the website...
yeah.. so .. for everyone who complains about how DARK and LOUD it is, ... not to put your hopes down, but calling customer service to complain about it is doing nothing for you... lol you might as well throw your opinion out the window, because nobody at customer service, the stores, or home office is going to change it just so the angry moms of america can shop happily.
been with the company for about 2 years.