Consumidores plus size: uma proposta inclusiva para o Visual Merchandising

Por meio de uma pesquisa de campo embasada em uma revisão bibliográfica, o presente artigo propõe um modelo conceitual para adequação do Visual Merchandising (VM) no varejo de vestuário para o público plus size na cidade de Jaraguá do Sul (SC). Para esse fim, foram visitadas lojas de departamentos para recolher dados a respeito da organização de seus respectivos Pontos De Venda (PDV). Para a análise dos dados coletados foram estipuladas seis categorias: (I) gôndolas; (II) provadores; (III) cabides; (IV) placas de identificação (sinalização); (V) manequins; e (VI) oferta de tamanhos disponíveis. A partir dessa análise e da literatura investigada, elaborou-se um framework com os seguintes elementos de VM no PDV: (I) placas de identificação; (II) araras convencionais e araras para peças plus size; (III) mesas; (IV) manequins tradicionais e plus size; e (V) iluminação adequada. Como resultado, estima-se que o modelo possa contribuir para a inclusão dos consumidores plus size no varejo de vestuário usual.

Sources for advertising and marketing history at the McCracken Research Library, Buffalo Bill Center of the West

Purpose This paper aims to describe written and visual data sources useful for researching the history of advertising and marketing that are held in the collections of the McCracken Research Library at the Buffalo Bill Center of the West in Cody, Wyoming. Design/methodology/approach Knowledge of the McCracken collections has been acquired over several years of online searches and subsequent data analyses, communications with Library staff and from a personal visit to Cody in September 2021. Findings Several digital collections are surveyed. The Roy Marcot Firearms Advertisement Collection visually documents industry practices and also speaks to larger issues in American gun culture. The Winchester Publications provide insights via company magazines into product and management strategies, hardware retailing and visual merchandising tactics during the 1920s. The Schuyler, Hartley and Graham archive of business correspondence illustrate business-to-business marketing from the nineteenth through the early 20th century. The Buffalo Bill Collection reveals how the culturally important Wild West shows were promoted and experienced. Originality/value This paper familiarizes advertising and marketing historians with the primary sources in the McCracken Research Library and suggests some potential areas for study.

The Influence of External Stimuli on Impulsive Buying Behaviour

The aim of current study is to critically examine impulse buying behaviour of customers through the lens of external stimuli. The current study provides a plethora of evidences to extend our knowledge about the behavioural aspects of consumers and key factors of buying decision. The current study looked into External Stimuli through sub factors such as Store Environment, Income Level, Window Display, Credit Card and Visual merchandising to examine their significance on impulse buying. For finding the correlation and interconnectedness of impulsive buying with the above-mentioned factors, we collected primary data through questionnaire survey, which was then analysed using quantitative analysis method. The findings of our study suggest that Store Environment and Income level are highly influential on impulsive buying behaviour whereas the use of credit card has the least impact on impulsive buying behaviour.

A Volatilidade da Arquitetura Comercial sob a influência do comercio online e da sinestesia

A presente pesquisa explora a arquitetura comercial e as mudanças ocorridas neste setor devido a pandemia do Covid 19 - que intensificou o comercio online - e a intensificação da arquitetura sinestésica aplicado a arquitetura comercial, como fatores que têm influenciado diretamente na qualidade e configuração dos espaços comerciais. Para melhor conceituar a pesquisa será realizada uma investigação acerca das formas de comércio, desde os primórdios até a atualidade, explorando o advento das tradicionais lojas de rua, shoppings centers assim como conceitos recentes: visual merchandising, lojas conceito, pontos de venda, culminando no comércio online. O objetivo é realizar um percurso histórico- investigativo no sentido de entender, fomentar a discussão e analisar como o setor comercial tem estimulado o público-alvo e atraído novos consumidores diante das atuais mudanças no setor, assim como traçar possíveis cenários futuros/ tendências frente às mudanças pelas quais a sociedade está passando. A pesquisa se desenvolve a partir de pesquisas bibliográficas, bem como pesquisas em artigos, teses, material online para melhor compreensão de conceitos e entendimento temporal das práticas de comércio adotada ao longo do tempo.

Study on the Learning Effectiveness of the Tobacco Control Window Design Course in Line with the Visual Marketing Standards of the World Skills Competition

Objectives: Almost all smokers started smoking cigarettes before the age of 18 then became addicted to tobacco. Therefore, tobacco prevention education must be carried out throughout high school and university. Shunde Polytechnic integrates tobacco control health education into the window design curriculum, which allows students to complete and display tobacco control window design works on campus to cause discussion, thus achieving the promotion of tobacco control publicity and education. Based on the competition standards of the Visual Merchandising project of World Skills Competition, the original teaching methods were reformed in this research and the nine standards of the competition were divided into four modules for teaching. The required knowledge, specific skill requirements, and workflow were well integrated into the teaching of smoke control window design tasks to foster students’ abilities to display innovative design, window production, installation and operation, and teamwork. And the teaching results were verified according to World Skills Competition scoring methods and standards. The results showed that with the import of the Visual Merchandising project competition standard of World Skills Competition into the original window design course, on the one hand, the effects of students’ works and their self-satisfaction with their works have shown a significant improvement. On the other hand, although this kind of teaching method does not relieve the students’ mental, physical, time, and frustration pressure, it has stimulated and cultivated students’ good professional qualities. However, this research focuses on the assessment of professional skills and professionalism. Therefore, future research will more focus on evaluating the effectiveness of window design courses under the new teaching model in preventing youngsters from smoking or encouraging students to quit smoking, popularizing correct knowledge about the health hazards of tobacco, and establishing positive life beliefs.

PEMBELIAN IMPULSIF SELAMA PANDEMI COVID-19: MODEL MEDIASI

Penelitian ini bertujuan untuk menguji pengaruh visual merchandising terhadap pembelian impulsif yang dimediasi oleh emosi positif pada Toko Miniso Malang. Sampel penelitian ini adalah 100 pelanggan dari Toko Miniso Malang. Kuesioner digunakan untuk memperoleh jawaban responden tentang variabel cyang diteliti dengan menggunakan purposive sampling. Data dianalisis menggunakan pemodelan persamaan struktural menggunakan partial least square (PLS 3.0), yang kemudian digunakan untuk menjawab hipotesis penelitian. Hasil penelitian menemukan bahwa visual mmerchandising tidak berpengaruh signifikan terhadap pembelian impulsif, visual merchandising berpengaruh signifikan terhadap emosi positif, dan emosi positif memediasi visual merchandising terhadap pembelian impulsif. Adanya emosi positif akan turut meningkatkan pembelian impulsif, sehingga elemen emosi positif harus ditampilkan di dalam toko. Munculnya emosi positif dapat dilakukan dengan cara memaksimalkan kondisi internal gerai seperti faktor kenyamanan, keindahan dan tata letak yang menarik.

Effect of Visual Merchandising, Store Atmosphere, and Price Discount on Impulse Buying with Positive Emotion as Intervening Variable

This study aims to know the effect of Visual Merchandising, Store Atmosphere and Price Discount on Impulse Buying with Positive Emotion as an Intervening Variable in Ace Hardware Sidoarjo. The sample used were 100 respondents. Samples were taken by purposive sampling method. Data analysis technique is done by using PLS-SEM analysis with the SmartPLS 3.0 program. The results of this study indicate that Visual Merchandising has an effect on Impulse Buying, Store Atmosphere has an effect on Impulse Buying, Price Discount has no effect on Impulse Buying, Visual Merchandising has an effect on Positive Emotion, Store Atmosphere has an effect on Positive Emotion, Price Discount has an on effect on Positive Emotion, Positive Emotion has an effect on Impulse Buying, Visual Merchandising has an effect on Impulse Buying through Positive Emotion, Store Atmosphere has an effect on Impulse Buying through Positive Emotion, Price Discount has an effect on Impulse Buying through Positive Emotion

Assessing Consumer Attention and Arousal Using Eye-Tracking Technology in Virtual Retail Environment

This study aims at investigating how consumers experience the retail environment visually, thus establishing a foundation for deeper insights into visual merchandising strategies. Specifically, we experimentally recorded and analyzed the visual attention and emotional arousal of the consumers in a test setting and examined the influence of various elements as well as gender differences in the recorded consumer responses. We conducted an experiment utilizing eye-tracking and virtual reality to analyze visual attention and emotional arousal in response to spatial and design elements in an immersive retail environment. We examined real-time measures of consumer interest and emotional responses during the retail experience. Valid gaze data from 24 male and 22 female participants were used for the analysis of total dwell time (TDT), total fixation count (TFC), and average pupil diameter (APD). The visual attention and emotional arousal of consumers showed different responses to specific areas of interest according to different spatial arrangements in the sales and service areas. This study statistically analyzed gender differences in consumer responses and performed a correlation analysis between visual attention and emotional arousal. Our findings provide insight into improving the design of retail environments for target consumers and contribute to building visual merchandising strategies.