Beyond fabricated ambience, into retail auras

Retailers invest millions of dollars fabricating an ambience that is in pursuit of the ultimate experience. No expense is spared on fixtures, lighting and fittings. Colours, packaging and point-of-sale are coordinated so as to be pleasing to the public eye. A huge amount of resources are dedicated to anticipating the psychological needs and wants of the shopper, to lull them into a false sense of comfort. So why does it not work for all brands? The same reason parties, nightclubs and other festi

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