Why is the lighting of the American clothing brand so dark? It turned out to be a mystery...

According to a new report, the lamplight of the Hollister store, the American casual clothing brand, seems to be scientific and a factor in the brand's success among American teenagers.

The lights of the hall are dark, and their lights will be lit only under emergency lighting so that customers complain of bumping into fixtures and other things.

The lighting method has been condemned by lighting professionals, but these critics may now have to take back the preface.

A study by the Nanyang Technology University in Singapore and the Northwestern University in the United States has shown that under very low environmental lighting, customers are shopping for pleasure, not practical. In fact, consumers become more authentic when they choose, and they choose to be happy instead of practical, because these choices reflect what they really want.

Researchers say shoppers are purely for themselves in the dark, because they have a feeling of leaving others and will not be so constrained by social norms.

180 people were involved in the study, and they were randomly assigned to one of the two lighting conditions. Subsequently, the participants made a consumer choice, making choices in two aspects of pleasure and utility. The results show that environmental darkness will increase consumers' self-awareness, which increases the choice of hedonic consumption.

These findings seem to suggest that the method of the hall is the right choice.

The media measured light levels in one of its London stores and found that the highest illumination on the commodity was 148 LX, and the average was 1 LX, with an average of 106 LX. The average illuminance of the channel in the store is 1.8 LX, and the lowest 0.7 LX. (Editor: LED network James)

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