Investigating the impact Visual Merchandising has upon Shopping Behaviour in Fashion Retail
(2013) Investigating the impact Visual Merchandising has upon Shopping Behaviour in Fashion Retail, no. 77.
Due to the nature of retailing changing dramatically in recent years, particularly in challenging economic times, it is imperative for clothing retailers to differentiate themselves from competitors in an extremely challenging market place. Visual merchandising provides clothing retailers with a means of creating a strong brand image to do so. The overarching aim of the study was to investigate the impact which the strategic tool of visual merchandising has upon consumer shopping behaviour. The literature review highlights a lack of literature on the topic however does indicate visual merchandising's value as a strategic tool and its importance in aiding communication with customers. Research was conducted by surveying 100 participants in a shopping environment on their attitudes and preferences towards visual merchandising. Results were collated using Microsoft Excel with graphs and charts produced to display findings. The findings highlight that visual merchandising has a significant impact upon consumer shopping behaviour. The results particularity indicate the differences in shopping behaviour amongst different characteristics of shoppers, the influence window displays have on shopping behaviour and the appropriateness of a category approach to visual merchandising for the clothing retail sector.