Visual merchandising strategies for fashion retailers

• Published in: Journal of global fashion marketing Vol. 6; no. 1; pp. 1 - 3
• Main Authors: Choo, Ho Jung, Yoon, So-Yeon
• Format: Journal Article
• Language: English
• Published: Routledge 01.01.2015; 한국마케팅과학회
• Subjects: 3D technology; 3D技术; signage; store atmosphere; visual merchandising; window display; 卖场气氛; 标牌; 橱窗展示; 视觉陈列; 경영학
• ISSN: 2093-2685; 2325-4483
• DOI: 10.1080/20932685.2014.971489

This article discusses the emerging role of visual merchandising for fashion retailers as a competitive strategy. Three research papers are introduced for the Journal of Global Fashion Marketing's 2014 special issue on visual merchandising. The fashion retail market has been changing faster than any other market and this change is not a gradual one; it is, rather, revolutionary. One of the most important factors leading this change is the emergence of online shopping, including all different kinds of non-brick-and-mortar commerce through mobile devices, television and kiosks. Fashion retailers who maintain their physical stores must cope with the raised expectations and evolved shopping habits of customers, who are concurrently able to enjoy cyber shopping anywhere in the world.