Saturday, November 9, 2013

Liar liar pants for hire!: the mirrors in H&M + other consumer conundrums

The most frustrating facet of shopping in the consumer utopia that is H&M (besides the annoying incredibly loud extremely close music*), is the lying mirrors in the dressing room. The really large mirrors they have outside the changing stalls are tilted so you look skinner/taller/better in their clothes than you really are/do. Agh cursed free enterprise!!
But the logic behind tilting the mirrors makes sense. If you look at your reflection in a changing room mirror and like what you see, odds are you're going to buy whatever garment you tried on. So naturally, H&M tilts the mirrors so that you'll like your reflection.

It's interesting to me how everything in a store is calculated to encourage people to buy more. Mirrors, I don't think, are the only factor stores manipulate to encourage purchases. From the lighting, music, smell, temperature -- everything contributes to the ambiance of the store. Think about Hollister and Abercrombie & Fitch. The loud music and smelly cologne smells all contributes to their branding (I guess in a positive way, because why else would they do it).

That's what's kind of freaky to me about malls. When you're in a mall, you're bombarded from all directions with advertisements and incentives to shop. There's no relief from the commercialism because you're inside a commercial enterprise!! I think that the atmosphere malls themselves create -- the mindset of consumerism -- is what makes the stores inside the malls so successful. Sometimes I wonder if I would buy certain things if H&M was on the town green next to a church or something. (Okay, I probably would, but still, the theory).

What do you guys think? Is it okay that H&M tilts their mirrors? Is it okay for stores to manipulate various factors to encourage purchases? What do you think about malls?  
*ahh I made a funny! Well not really, more like a really bad pun? Allusion to a book I didn't like?

No comments:

Post a Comment