How does visual merchandising in fashion retail stores affect consumers’ brand attitude and purchase intention?

2014 ◽  
Vol 25 (1) ◽  
pp. 87-104 ◽  
Author(s):  
Hyun Hee Park ◽  
Jung Ok Jeon ◽  
Pauline Sullivan
Keyword(s):  
Purchase Intention ◽  
Brand Attitude ◽  
Retail Stores ◽  
Fashion Retail ◽  
Visual Merchandising

scholarly journals The influence of store environment on brand attitude, brand experience and purchase intention

2018 ◽  
Vol 49 (1) ◽  
Author(s):  
Marike Venter de Villiers ◽  
Richard Chinomona ◽  
Tinashe Chuchu
Keyword(s):  
Purchase Intention ◽  
Global Economy ◽  
Brand Attitude ◽  
Local Market ◽  
Brand Experience ◽  
Consumer Decision Making ◽  
Fashion Industry ◽  
Fashion Products ◽  
Fashion Retail ◽  
Store Environment

Background: Consumer decision-making is shifting from the rational to the emotional, and as a result, retailers are investing in unique store atmospheric cues to capture the attention of consumers. Although not a completely new phenomenon, a lack of studies on this topic remains in Africa, an emerging economy that is rapidly becoming part of the global economy. This is especially evident in the fashion industry where global fashion chain stores are rapidly infiltrating the local market. Objectives: This article aims to investigate the influence of store environment on purchase intention of fashion products with brand attitude and brand experience as the mediators. Method: By means of a quantitative study, 501 online self-administered surveys were distributed among black middle-class women residing in Johannesburg. Results: The results support four of the five hypotheses. It is therefore evident that store environment positively influences consumer’s brand attitudes, purchase intention and brand experience in the fashion retail industry. Conclusion: This article contributes to existing literature on fashion retail, experiential marketing and branding. It further provides retailers with adequate insight into experiential retail strategies that can yield profitable returns and increase their customer loyalty base.

scholarly journals How visual merchandising can improve fashion retail stores to adapt themselves to next generations

2020 ◽  
Vol 11 (6) ◽  
pp. 1991
Author(s):  
Paulo Henrique Pinho Oliveira ◽  
Maria Fernanda Tavares Lutterbach
Keyword(s):  
Retail Stores ◽  
The World ◽  
Unique Experience ◽  
Fashion Retail ◽  
Visual Merchandising ◽  
New Consumer ◽  
Over Time

Even though the digital market has grown on the last decade, the traditional store has been reinvented to offer a unique experience for the customers. On this way, there are many organizations in the world focusing their marketing researches to improve the “point of sales” (POS), they are very important to attract the consumer’s attention for the products of an organization. Over time, the POS has been changing and adapting itself to the different needs, and different desires, of new consumer generations (X, Y, Z). Therefore, the new generations are very different of the previous one, and the marketing researches needs to keep up with these new trends. Some marketing professionals were interviewed to presents in this article a diagnostic of some new practices that are being used by fashion’s retailers, to reach the new reality of consumers, using Visual Merchandising as a strategic tool to achieve success in sales.

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