An exploration of fashion visual merchandising and its role as a brand positioning device
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In today’s globally competitive and dynamic fashion environment every clothing andlifestyle brand, from the largest luxury conglomerate to the independent market stalltrader, utilises one if not more elements and principles of visual merchandising (VM). This exploratory study aimed to investigate this under-researched marketing toolwithin the context of a window display’s role in communicating the brand’s identityand position in the marketplace. Using a qualitative two-phase approach of nonparticipantstore observations and in-depth interviews with visual merchandisers, theresearch focused on two main elements of window display: color and lighting. Undertaking a comparison between the VM window display techniques of high streetand luxury fashion brands, the primary research demonstrated that a clear difference inapproach was evident and that this was dependent on the position in the marketplace. The paper concludes by identifying these differences.
Abstract
In today’s globally competitive and dynamic fashion environment every clothing andlifestyle brand, from the largest luxury conglomerate to the independent market stalltrader, utilises one if not more elements and principles of visual merchandising (VM). This exploratory study aimed to investigate this under-researched marketing toolwithin the context of a window display’s role in communicating the brand’s identityand position in the marketplace. Using a qualitative two-phase approach of nonparticipantstore observations and in-depth interviews with visual merchandisers, theresearch focused on two main elements of window display: color and lighting. Undertaking a comparison between the VM window display techniques of high streetand luxury fashion brands, the primary research demonstrated that a clear difference inapproach was evident and that this was dependent on the position in the marketplace. The paper concludes by identifying these differences.
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