In the highly competitive retail world, standing out from the neighboring shops is the first step to attract consumers. The fashion apparel industry provides an interesting case of hypercompetitive behavior. Fashion apparel retailers are always struggling for a marketing position with new products and retail strategies in an attempt to capture the customers’ attention. Since people are drawn to light and lighting influences the attractiveness of products in a store well-designed lighting systems can stimulate sales by guiding the consumer’s eyes to the key sales points Therefore, this study aimed at Investigating the vocabulary used by users to describe the attractiveness of apparel textiles in given lighting situations and building a connection between lightings and the vocabulary.