THE ATMOSFEARICS OF SCARYSCAPES: RETAIL TOURISM GOES GOTHIC!

In a pandemic-warped world, consumer culture is characterized by an atmosphere of fear, which is found in all sorts of unsettling spaces. This paper explores the “atmosfearic scaryscape” of a retail brand that bestrides the globe and, with the aid of a classic Gothic trope considers the fear-full, fun-filled feelings it evokes. Situated at the interface of tourism and retailing, humour and horror, darkness and light, the research focuses on a fast fashion brand that attracts consumers from far-flung places, treats them mean to keep them keen, then drives them to the depths of despair. And heights of delight.