Journal of Education & Social Policy

Fashion Marketing and the Role of Fashion Store Atmosphere in Effective Sales Growth
Prof. Dr.oec. Sarmite Jegere

Abstract
Aim of the study - Explore the nature of fashion marketing and its role in creation of the store’s atmosphere and effective product sales growth. In terms of the study in 2016 was carried out a survey of part-time students. 384 respondents were interviewed. Aim of the survey was to determine consumer preferences related to store atmosphere in Latvia. The responses are summarized in the following nine categories: comfort; the number of visitors and their nature; identified personnel; kind and friendly sellers; large trading hall; a positive presentation/design; sales equipment and stands; recommendations for the selection of products from the seller; minimalism. Given the fact that the social factor is decisive, service providers (sellers) must have deep knowledge of the implementation of existing products and be able to give each customer the appropriate consultation. Recognize the type of customer and successfully communicate. All this requires proper training.

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