A Fashion Retail Store is an embodiment of a fashion brand, and the art and science of visual merchandising position it as the best medium for creating and maintaining long-lasting customer
relationships. Nowadays, clients have become progressively exposed to, and
mindful of fashion trends as a result of various mediums accessible and
dedicated to diffusing the latest fashion trends to consumers as fast as could
be expected. The life expectancy of a particular style likewise has all the
earmarks of being moving considerably more quickly than at any time in recent
memory, evidently in light of the expansion in consumer fashion mindfulness and
their interest to see new products on each visit to a store. This has become
amazingly vital for a fashion brand to stand tall by laying out great visual
marketing objectives that oblige the craft of show and store business and help
maintain the brand image. Visual merchandising which consists of various
elements, not only exposes the new style a fashion brand has in the store but
also highlights the new fashion trends, which change every season. This as a
result helps a brand to communicate with their audiences based on their fashion
apparel preferences and creates a Fashion brand image in the viewers’ or
consumers’ minds. This research aim is to find the impact of Fashion trends on
visual merchandising in promoting Fashion apparel brands. An Exploratory
Research design followed by descriptive research was adopted to investigate the
impact through secondary data study, and primary data through Survey
Method-online survey by distributing the Google form questionnaire through
email, and social media is being followed to.
References
[1]
Akhilendra, P. S., & Aravendan, M. (2023). A Review on Apparel Fashion Trends, Visual Merchandising and Fashion Branding. Intelligent Information Management, 15, 120-159. https://doi.org/10.4236/iim.2023.153007
[2]
Antony, R., Gayatri, B., & Subhiksha, S. (2019). A Study on Store Concept of Visual Merchandising in Fashion Retail. Think India (Quarterly Journal), 22, 7119-7128.
[3]
Arun Prasad, K., & Vetrivel, S. (2016). An Empirical Study on Visual Merchandising and Its Impact on Consumer Buying Behaviour. IOSR Journal of Business and Management (IOSR-JBM), 18, 8-14.
[4]
Basu, R., Paul, J., & Singh, K. (2022). Visual Merchandising and Store Atmospherics: An Integrated Review and Future Research Directions. Journal of Business Research, 151, 397-408. https://doi.org/10.1016/j.jbusres.2022.07.019
[5]
Batista, K., Martins, I. de M., & Limongi, R. (2020). Visual merchandising: Uma análise bibliométrica e proposta de pesquisas futuras. Contextus—Revista Contemporanea de Economia e Gestão, 18, 227-238. https://doi.org/10.19094/contextus.2020.60264
[6]
De Villiers, M. V., Chinomona, R., & Chuchu, T. (2018). The Influence of Store Environment on Brand Attitude, Brand Experience and Purchase Intention. South African Journal of Business Management, 49, a186. https://doi.org/10.4102/sajbm.v49i1.186
[7]
Dhaneswari, O., Ninggar, D., Wijaya, S., & Semuel, H. (2020). The Influence of Visual Merchandising on the Patronage of Fast-Fashion Stores in Indonesia: The Role of Shopping Values and Self-Congruity. Gadjah Mada International Journal of Business, 22, 232-249. http://journal.ugm.ac.id/gamaijb https://doi.org/10.22146/gamaijb.56349
[8]
Jain, R. (2013). Effect of Visual Merchandising of Apparel on Impulse Buying Behavior of Women. Indian Journal of Applied Research, 3, 310-312. https://doi.org/10.15373/2249555X/DEC2013/93
[9]
Kim, H. S., Lee, J. H., & Yoo, S. H. (2020). Is Consumer Neural Response to Visual Merchandising Types Differ Depending on Their Fashion Involvement? PLOS ONE, 15, e0241578. https://doi.org/10.1371/journal.pone.0241578
[10]
Kumar, R. (2022). Facets of Visual Merchandising. International Journal of Research Publication and Reviews, 3, 2524-2536. https://doi.org/10.55248/gengpi.2022.3.6.35
[11]
Menon, M. S. (2017). Analytical Study of Visual Merchandising and Its Impact on Consumer Behaviour towards Durable Products. International Journal of Research in Finance & Marketing, 7, 69-78. http://www.euroasiapub.org
[12]
Mishra, A., & Mishra, B. B. (2022a). An Intervention into Visual Merchandising Tools through Exploratory Factor Analysis (EFA). International Journal of Science and Research, 11, 1084-1088.
[13]
Mishra, A., & Mishra, B. B. (2022b). Effects of Visual Merchandising on Consumer Perception in Stores at Bhubaneswar. International Journal of Creative Research Thoughts (IJCRT), 10, 628-639. https://www.ijcrt.org
[14]
Mubarak, K., & Mustapha, M. (2020). Impact of Visual Merchandising of Clothing Stores on Impulse Buying Behavior. SEUSL Journal of Marketing, 5, 35-43. https://www.researchgate.net/publication/349494942
[15]
Naveena, R., & Suganya, J. (2018). A Study on the Effect of Visual Merchandising Influence on Buying Behaviour of Consumers in Retail Stores. International Journal of Innovative Research in Management Studies (IJIRMS), 3, 1-18. https://www.ijirms.com
[16]
Park, H. H., Jeon, J. O., & Sullivan, P. (2015). How Does Visual Merchandising in Fashion Retail Stores Affect Consumers’ Brand Attitudes and Purchase Intention? International Review of Retail, Distribution and Consumer Research, 25, 87-104. https://doi.org/10.1080/09593969.2014.918048
[17]
Rahul, R., & Mandal, P. (2014). Impact of Visual Merchandising on Consumer Store Choice Decision in South Indian Supermarkets. International Journal of Humanities, Education Technology and Management, 3, 32-38.
[18]
Sampaio, J. P., Zonatti, W. F., Mendizabal-Alvarez, F. J. S., Rossi, G. B., & Baruque-Ramos, J. (2017). New Technologies Applied to the Fashion Visual Merchandising. Modern Economy, 8, 412-429. https://doi.org/10.4236/me.2017.83031
[19]
Sharan, M., Santosh, B., & Madhu, S. (2017). Visual Merchandising: An Effective Tool for Fashion Retailing. International Journal of Home Science, 3, 42-45. https://www.homesciencejournal.com
[20]
Shilpa, R., & Jayalakshmi, B. (2018). Overview of Innovations in Marketing-Visual Merchandising. International Journal of Recent Research in Commerce Economics and Management (IJRRCEM), 5, 701-706. https://www.paperpublications.org
[21]
Singh, N., & Shukla, A. (2022). Paradigm Shift in Retail Industry—An Ongoing Evolution in Visual Merchandising. International Journal for Research in Applied Science and Engineering Technology, 10, 2524-2531. https://doi.org/10.22214/ijraset.2022.44190
[22]
Tu, X. (2016). The Influence of Brand Clothing Display Design of Apparel Sales. In 2nd International Conference on Economics, Social Science, Arts, Education and Management Engineering (ESSAEME 2016) (pp. 242-245). Atlantis Press. https://doi.org/10.2991/essaeme-16.2016.51
[23]
Upadhyay, A., & Jauhari, S. (2019). A Study of Visual Merchandising Elements in Fashion Retail Stores and Their Impact on Customer Behaviour. Anusandhan-Rabindranath Tagore University Journal, 9, 1946-1958. https://www.researchgate.net/publication/344337639