Cold as Ice

A curious phenomenon has presented itself in the world of high-end retailing. During the blisteringly hot summer months, shops offer the solace and relief from air-conditioning. What consumers might have noticed, however, is that the degree of cold varies according to the status of the shop. The more high-end the retailer, the colder the temperature.

A recent experiment by a high-grade thermometer-wielding reporter in Manhattan confirmed that the higher the prices, the lower the temperatures. An Original Levi's store was colder than an Old Navy Store. However, Club Monaco, which was colder than Levi's, was in turn out-frozen by Macy's, which was trumped by Bloomingdales. However, the winner of the freeze prize was Bergdorf Goodman, which is a much more luxurious retailer than the others. Of the luxury goods stores, Hermes drew a lower temparature than Tiffany's.

Graig Childress, director of prototype design for Envirosell, a New York-based consulting firm that studies retail stores' designs to help them maximize sales, told the New York Times: "There is still a status symbol in almost over-the-top air-conditioning."

"It's part of the whole environment package that we try to offer to our customers," says Tony Nicola, vice president of operations at Bergdorf Goodman. "We're offering the best of service in New York City and what comes with that is how the store looks, how it's lit, the cleanliness and the temperature."

These may not be the only reasons for a decrease in temperature. The employees of luxury stores, dressed in shirts and ties, may find it comfortable while shoppers in t-shirts and shorts are deterred from staying too long if they are not planning on buying anything. Some shoppers say the cool air keeps them shopping for longer, which means they spend more money. It may be wise to remember the air-con rule the next time you step into Harrods or Fenwick's or your local Prada store.