The American clothing brand shop lights why so dark? It is a mystery......

According to a new report, the United States leisure apparel brand Hollister (Hollister) stores the lights are dim, it is a scientific basis, but also a factor of the brand in the United States in the success of the youth.

Hollister store lights are dark, the only light in the emergency lighting will become bright, that customer complaints will hit fixtures and other things.

This method of lighting lighting professionals had been condemned, but these critics may now have to withdraw.

A study of Singapore Nanyang Technology University and the Northwestern University showed that at very low ambient lighting conditions, customer shopping is for fun rather than practical. In fact, when consumers choose to become more real, they choose to be happy and not practical, because these choices reflect what they really wanted.

The researchers said that shoppers in a dark environment is purely for their own choice, because they have a leave and the feelings of others, and not so rigidly adhere to social norms.

180 people participated in the study, they were randomly assigned to the two lighting conditions one. Subsequently, these participants make consumer choices, choose between pleasure and practical two aspects. The results prove that the dark environment will increase consumer self-concept, which increases the hedonic consumption choice.

These findings seem to indicate that the method is correct and the choice of hollister.

A media in its London stores measuring light levels, found the highest illumination on the goods according to 148 LX, as low as 1 LX, the average was 106 lx. The store channel average illuminance of 1.8 LX, a minimum of 0.7 lx. (Editor: LED James)

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