An exploratory study on visual merchandising of an apparel store utilizing 3D technology
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To provide a competitive edge against the rapid growth of online stores, offline stores’physical environments have become more important in attracting consumers. Visualdesign and display of items and de´cor for better communication with consumers isknown as visual merchandising (VM), which enhances shoppers’ in-store explorationand experience. This study investigates the effect of an apparel store’s VM onconsumers’ response with the S-O-R model. Theme-centric and product-centric VMstrategies are suggested as the two representative types, and were thus designed andactualized via 3D technology using SketchUp 8. A short video clip was used to enhancethe reality of store environment in examining consumers’ evaluation toward VMelements (S), emotional response (O) and approach behaviors (R). This study suggestsfundamental classification of VM types for retailers to support the development of VMstrategies in design of differentiated store environments.
Abstract
To provide a competitive edge against the rapid growth of online stores, offline stores’physical environments have become more important in attracting consumers. Visualdesign and display of items and de´cor for better communication with consumers isknown as visual merchandising (VM), which enhances shoppers’ in-store explorationand experience. This study investigates the effect of an apparel store’s VM onconsumers’ response with the S-O-R model. Theme-centric and product-centric VMstrategies are suggested as the two representative types, and were thus designed andactualized via 3D technology using SketchUp 8. A short video clip was used to enhancethe reality of store environment in examining consumers’ evaluation toward VMelements (S), emotional response (O) and approach behaviors (R). This study suggestsfundamental classification of VM types for retailers to support the development of VMstrategies in design of differentiated store environments.
참고문헌 (24)
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