EFFECTIVE FASHION RETAIL LIGHTING
At its best, fashion retail lighting is an art form, but all great artists need the right tools to implement their vision. LEDiL offers the best optical tools to give lighting designers the freedom and possibility to unleash their imagination and create a virtually unlimited number of lighting solutions. Owners of brick and mortar shops are striving to build a brand that delivers a retail experience no online shop can beat. They know investing in good lighting is an investment in sales and bad lighting will only cost them money.
GUIDE CUSTOMERS WITH LIGHT
There is no point in having your shop open, if no one comes in; there are many things that can go wrong. Imagine walking along a shopping street on a sunny day with 100 000 lx outside and passing a shop window and entrance with only 500 lx. It might be difficult to see if the shop is open, or you might even miss it altogether. The window is a shop’s business card and needs to be seen, taking into account the light intensity and colour.
Ambience is made up of many factors: decoration, floor plan, music, lighting colour temperature and the contrasts and shadows created.
We all know first impressions matter, something that is especially important when entering a shop for the first time. This is where good lighting has an important role to play, both in creating ambience, and vertical illuminance to highlight the products on offer. Ambience is made up of many factors: decoration, floor plan, music, lighting colour temperature and the contrasts and shadows created. Vertical illuminance on the other hand, highlights specific products at eye level to ensure better sales. The contrasts created by vertical illuminance are key in creating a visual hierarchy that helps the customer navigate the shop more easily.
Once the purchasing decision has been made, the checkout experience is equally important.
In clothing boutiques, for example, fitting rooms are often where purchasing decisions are made. Strong directional lighting from above should be avoided and a softer modelling effect with diffused lighting used to make both the clothes and the person trying them on look good. Once the purchasing decision has been made, the checkout experience is equally important. Paying and queuing is not at the top of many peoples’ list, so the checkout counter should be pleasantly illuminated and have something interesting, like accessories, to buy on impulse while they are in a spending mood.
FROM EXPECTATIONS TO EXPERIENCE
We have just described a successful shopping experience, but sadly this is not always the outcome. Many people simply walk pass a shop because it doesn’t look like there is anything interesting inside, or perhaps even worse, leave a shop because the experience was below what they expected. Perhaps it is time to imagine what the result could be in shops that take the time to create light that is right.
