Visual merchandising strategies for fashion retailers

Abstract

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.

本文研究了视觉营销在时装零售的竞争战略。三个论文介绍为视觉营销部分的特殊主题刊登在2014 Journal of Global Fashion Marketing。 时装零售市场一直比任何其他市场都变化更快。这种变化不是一个渐进的，而是相当具有革命性。领导这一变化的最重要因素是网上购物的出现，包括通过移动设备，电视，信息亭和各种不同类型的非实体的商业。时装零售商要配合顾客提出的期望来维护他们的实体店，这些顾客也同时享受网络购物在世界上任何地方的发展购物习惯。

Keywords::

• visual merchandising
• window display
• signage
• 3D technology
• store atmosphere

Keywords::

• 视觉陈列
• 橱窗展示
• 标牌
• 3D技术
• 卖场气氛