Visual Merchandising Case Study

“The impact of apparel’s visual merchandising and store brand name on consumer impulsive buying behavior”

INTRODUCTION

Background:

Pakistani market is a very dynamic in terms of fashion and latest apparel trends and most of the young population is very much responsive to these latest trends and in this current scenario we can notice that many prominent local and international apparel and garment outlets have emerged in Pakistan like Levis, Chen One, Stone age, Cross Roads, 5th Avenue and along with that lawn industry also got the boom in this particular sector like Khaadi, Ideas, Ego, Sana Safinaz, Asim Jofa and many more.

As Apparel retail industry is emerging drastically in Pakistan, competition and sales generating techniques are going

Visual Merchandising is one technique which is creating competitive edge among the retailers. According to the Dmitry Galun (2012) & Gianfranco Giacoma-Caire (2011) Visual merchandising is an activity of promoting the sale of goods, especially by their presentation in the retail outlets. In the beginning of twenty-first century visual merchandising is forming as a science. Nowadays, Visual Merchandising became one of the major tool of business promotion which is widely used to attract customers and increase sales. It involves everything the customers see both exterior as well as interior, that creates positive image of a business and results in attention, interest, desire and action (AIDA) on the part of the customer Bastowshoop et al., (1991), p.1. Visual merchandising includes product display (interior), sales promotion display (exterior), atmosphere and ambiance of the

Most retail interior designers use atmospheric influencers to engineer shopper’s feelings. Designers create in-store micro-climates that can excite the five senses and that can influence shopper’s conduct (Kotler, P., 1974). Mills, Paul and Moorman (1995) defined visual merchandising as “the presentation of a store/brand and its merchandise to the customer through the teamwork of the store’s advertising, display, special events, fashion coordination, and merchandising departments in order to sell the goods and services offered by the store/company”. Bhalla and Anurag (2009) defined Visual merchandising as the presentation of any merchandise at its best (1) color matched (2) accessorized (related products/ props); and (3) self-explanatory (illustrative). It is one of the final stages in the process of setting up of a retail store which customers would then find attractive and interesting. With increasing rivalry, retailers struggle to make sure that their stores are appealing to their end markets. As retailers are finding it progressively more difficult to create a degree of difference in gain on the basis of merchandise alone, the store itself plays an important role for market segregation. The association between consumers’ beliefs about the physical attractiveness of a store and investment intentions