The study sheds some light on how retailers could make more money: Make customers look better in the dressing rooms. If the lighting is right... customers are more likely to walk out of the store with a new outfit.
A graduate student from UF did a study to earn her master's degree from UF... where 60 female shoppers ages 18 to 35 tried on clothes at Wolfgang, a boutique in Gainesville, and preferred frontal lights.
She says the dressing room is actually where the sale is made.
"You can really hate it or love it based on what's going on in the dressing room," Anne Baumstarck, said.
While other studies have examined the lighting on the sales floor... none have looked at the dressing rooms.
Baumstarck says lighting in dressing rooms is all about customers seeing themselves... and the brighter the outlook, the more positive the experience for both them and retailers.