Abstract
H&M, which is located in Liverpool one, is a clothing shop focusing on young people who pursue fashion. Comparing with other H&M stores, it only attracts a small number of customers. As a result, our group made a research about the shop in order to discover the problems and provide meaningful suggestions. Based on the group member’s real introspection about the shop and the servicescape which enabled us to have general beliefs, feelings, and behavioral intentions toward the store (Elisabeth 2011), our group analyzed the problem of H&M through three aspects, vision, odor and auditory sense. In order to draw more customers’ attention, we concluded several alternative choices that can be adopted to redesign the shop’s physical
Redesigning the olfactory dimensions
In terms of olfaction, although there is a voice claims that the effect of this stimulus on consumer behavior is inapparent and also has received less attention compared to other atmospheric factors (Teller and Dennis, 2011), more people argue that olfactory stimulus does influence the consumer behaviour and lead them to develop a holistic impression of the store (Ward et al, 2003). Therefore, scent is an indispensable part of store environment which should be paid more attention and improved by H&M store.

In fact, the positive effect of scent on retailing marketing has been proved and also used widely. For example, aromas are chosen in Las Vegas casinos to stimulate exciting emotion to promote larger bets. Likewise, in fashion industry, Victoria Secret lingerie store uses the smell of potpourri which can contribute to the particular identity of their products (Grewel and Baker, 1994). However, it seems like that H&M has not realized it. Their olfaction does not help them and even creates opposite effects. According to the experience of one group member which is showed in introspection 1 (appendix), the strong bad smells caused by the accessories made of artificial leather made him feel uncomfortable and did not want to stay there any longer. In this case, the sense of smell can have strong effects on consumer responses to retail environments (Bone and Ellen, 1999). Moreover, the bad scent can also