International Journal For Multidisciplinary Research

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A Shifting Status Quo in Visual Merchandising

Author(s) Neha S Melit, Dr. Vibha Kapoor
Country India
Abstract The present study investigates a reasonable status of visual merchandising conducted in the year 2007 & 2023 in Pune. Survey method was implemented to carry out the work. Talk agenda (interviews) and goal-directed (purposive) sampling were the tools used. The key discoveries showed that apparel retailers have started placing more importance on visual merchandising to differentiate their products from others. All the stores use attractive window displays, proper store layout, appealing visual merchandising themes to entice the potential patrons. All retailers were involved in several types of displays and individuals were hired who were qualified or professionally skilled with having a grade in this field. As compared to 2007, the amount of time and money spent on fixtures, props, in store displays, widow dressings have enlarged manifolds. All the retailers were having alteration in displays weekly, fortnightly or monthly, were working on different elements, tools and techniques for maintaining their store atmosphere and motivating potential patrons to real patrons. Through Visual Merchandising only the retailers can look for a constant modest benefit over other competitors .Visual Merchandising is not how you display products/merchandise in the store; but is a broader notion which includes Brand, store image and Patron Purchasing Behavior, as the upcoming of retail will be administered by the concept of Visual Merchandising.
Keywords Retail; Visual Merchandising ; Productivity ; Store design; window display; store lighting.
Field Arts > Fashion
Published In Volume 5, Issue 4, July-August 2023
Published On 2023-08-14
Cite This A Shifting Status Quo in Visual Merchandising - Neha S Melit, Dr. Vibha Kapoor - IJFMR Volume 5, Issue 4, July-August 2023. DOI 10.36948/ijfmr.2023.v05i04.5311
DOI https://doi.org/10.36948/ijfmr.2023.v05i04.5311
Short DOI https://doi.org/gsmnp9
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