Ever been in a trendy shop and notice that the staff, for the most part, is objectively good-looking and outgoing? Our brains are wired to focus on faces, because facial features and expressions signal how we should react in an environment. You may have noticed that you feel less inclined to buy when the staff is disgruntled with each other or you. You may have felt more inclined to buy when staff compliments something you chose and seem like they are having fun.
Deeper still, psychologically we like to find connections between others and ourselves. When the staff wears the store’s clothes, the retailer builds a common connection for us. We are more likely to trust recommendations.
Also, if we like what a staff member is wearing, it falls subconsciously on our radar. We gravitate unknowingly to similar items. You may have walked in looking for a shirt, but a more expensive blazer seems like a better buy.
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