This study investigates the retail atmospheric factors contributing to the attractiveness of physical fashion retail stores in Gauteng, South Africa, amidst the shifting retail landscape marked by the “retail apocalypse” and the rise of online shopping. Through qualitative research employing in-depth interviews with 10 participants, this study identifies key factors that influence customers’ perceptions of retail atmospherics. Findings reveal that a diverse product selection, customer service, music, and the ability to physically interact with products are critical in drawing customers to physical stores. Conversely, factors such as poor cleanliness, inadequate customer service, limited stock variety, and cluttered store layouts deter customers from frequenting these retail environments. The study highlights the continued relevance of physical fashion retailers in providing an immersive shopping experience, despite the growing dominance of e-commerce. These insights provide valuable guidance for retailers seeking to enhance the in-store experience, foster customer loyalty, and boost profitability in an increasingly competitive retail environment.