Effective visual merchandising in fashion retailing

This investigation attempts to identify the role of window display in today's arena of
fashion retailing and formulate a system of approaches that can be considered
useful in designing the image of window display. The literature view provides a
review of the aspects of knowledge thought to be related to the subject of window
display. The review covers the area of fashion marketing with regard to the history
of fashion retailing, fashion marketing promotion mix and store atmospherics.
Window display shares similar principles with fashion marketing and promotion mix,
but demonstrates uniqueness with regard to its aesthetic and commercial functions.
The design tactics of window display need to be adopted to gear to the complexity
of the fashion market. Designing store window should not only depend upon the
creativity of the designer, marketers and designers need to cooperate to create
window displays which can attract attention and encourage consumers' patronage.
The 'market in' principles have now penetrated into every aspect of fashion
marketing. It becomes essentially important to transform the attributes of
consumers' preference into aspects of design in order to make the design outcome
effective in influencing consumer behaviour. This investigation shows an initial step
in investigating the various aspects of window displays. Five experiments and
surveys have been taken to attempt on the approaches which can be used to
possibly improve the effectiveness of window display. The emphasis of the
experiments and surveys were focused on the perspective in viewing a window
display. Finally, the implication of the literature reviews and the research findings,
together with the recommendations are valued.