The focus of the work is on the increasing displacement of brick-and-mortar retail by the internet and the question of how physical stores can defend themselves against this trend. One approach is to create a shopping experience that engages all the senses and is also in harmony with the store's brand. Often, a brand-appropriate implementation of store design falls by the wayside when creating shopping experiences. The empirical part of the work involves a theory-driven experiment aimed at optimizing store atmosphere in the brick-and-mortar textile retail sector. The study concentrates on the stimuli of music, scent, and colors: their effects on brand perception, consumer behavior, and sales are examined within the premises of a women's clothing chain.