Auditory Environments in Fashion Retail: Music's Impact on Consumer

Music is a key atmospheric element that significantly shapes the retail experience by enhancing emotional engagement, increasing dwell time, and improving overall customer satisfaction. In fashion retail, where sensory cues are central to brand identity, well-selected background music—considering genre, tempo, and familiarity—can influence consumer attitudes and behavior. This study explores the impact of auditory environments in fashion stores, focusing on how music affects consumer experience and emotional responses at the point of sale. The research was conducted across 90 fashion retail stores using mystery shopping, with data collected by an external agency. Observations were structured into three main components: evaluation of customer impressions, store managers’ assessments, and in-store audio recordings from three spatial zones—entrance, main shopping area, and checkout zone. Findings reveal that background music has a measurable impact on consumer cognition, affect, and behavior—including time spent in-store, willingness to spend, and the overall perception of the store environment. A relationship between musical preferences and fashion sensibilities was observed, with specific genres evoking distinct emotional and behavioral responses. Fashion settings appear to reflect and amplify emotional atmospheres generated by music. Although the study relies on self-reported data, its results underscore the strategic value of music in retail marketing. Future research should explore these dynamics in controlled environments, using both explicit and implicit tools to assess emotional impact more precisely. These insights offer practical implications for fashion retailers, suggesting that tailored music strategies can enhance customer engagement, shape brand perception, and contribute to a more immersive shopping experience.