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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.
本研究旨在提升独特且提供了很多益处的营销传播工具，包括：一种促进销售的能力;将品牌特性传达给顾客的翻译能力;和感官营销的灵活性(Lea-Greenwood, 1998, Mills & Paul 1988, Pegler, 2012)。往往被忽视的是这种被称为视觉营销的“无声的推销员”（VM）(Sen, Block &Chandran, 2002, Lea-Greenwood, Citation2013, Bailey & Baker 2014)。VM有许多对整体店面形象做出贡献的关键要素，橱窗陈列是其中最突出的要素，因此，它们构成了本研究的重点(Morgan Citation2012, Nobbs, McColl & Shearer 2013)。本研究旨在探讨六个时尚品牌的橱窗陈列策略，演示了如何通过两个关键要素来传达品牌的特性：色彩和光线。此外，它的目的是评估在奢侈品牌和高级街头品牌之间是否存在显著的水平差异。 由于研究的探索性和缺乏公认的理论基础，本研究采用了的定性和归纳的方法。对半结构化储存产业实施了采访，以观察非参与者和观察的形式。观察找出了每个部门里橱窗陈列表现最好的三个品牌。一共进行了八次采访，内容分析是用来为数据评价收集信息。 结果表明高级街头品牌和奢侈品牌之间具有明显差异。奢侈品牌的橱窗陈列包含更柔和的微妙的色彩和照明而高街品牌更加清晰和明亮。有趣的是，唯一的例外是Zara的橱窗陈列采用了更加冷色调和无色彩打造出奢侈品的感觉。总之，研究提供了有趣的和新的实验结果，并需要一个更大的样本去进行更深入的研究。