An exploration of fashion visual merchandising and its role as a brand positioning device

Karinna Nobbs, Kar Mun Foong and Jonathan Baker

Journal of Global Fashion Marketing, 2015, vol. 6, issue 1, 4-19

Abstract: In today's globally competitive and dynamic fashion environment every clothing and lifestyle brand, from the largest luxury conglomerate to the independent market stall trader, utilises one if not more elements and principles of visual merchandising (VM). This exploratory study aimed to investigate this under-researched marketing tool within the context of a window display's role in communicating the brand's identity and position in the marketplace. Using a qualitative two-phase approach of non-participant store observations and in-depth interviews with visual merchandisers, the research focused on two main elements of window display: color and lighting. Undertaking a comparison between the VM window display techniques of high street and luxury fashion brands, the primary research demonstrated that a clear difference in approach was evident and that this was dependent on the position in the marketplace. The paper concludes by identifying these differences.

Date: 2015
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/20932685.2014.971491 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:rgfmxx:v:6:y:2015:i:1:p:4-19

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/rgfm20

DOI: 10.1080/20932685.2014.971491

Access Statistics for this article

Journal of Global Fashion Marketing is currently edited by Yelena Wang

More articles in Journal of Global Fashion Marketing from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().