The purpose of this dissertation is to identify the differences and similarities of in-store versus online visual merchandising in the fashion industry and the representation of accepted high street techniques in the 2D online world, and their effects on consumer behavior. In order to achieve these objectives, an in-depth study was done with three European fast fashion retailers which are H&M, Zara and Esprit.
The different visual merchandising techniques generally used in order to attract customers, are discussed and compared with the help of a content analysis of these outlets and their websites. A questionnaire was set up and answered by 150 random women in the street in Leeds and in the Shopping Mall of Manchester, in order to know more about the effect of visual merchandising on consumer behavior. The findings show that there are several similarities and some specific interesting differences between in-store and online visual merchandising.
[...] This is surely the reason why generally, the category is always on the left hand corner, as they buy the most .3: In-store versus online visual merchandising There is a lack of empirical research concerning the similarities and the differences between high street and online merchandising techniques. The existing literature speaks more about the reasons why people are choosing one channel rather than the other. Then and Delong (1999) pointed out that there are many similarities between in-store and online merchandising. [...]
[...] In this investigation, the aims were to assess, first of al,l the differences and the similarities of in-store versus online visual merchandising as well as the representation of accepted high street techniques in the 2D online world. Then, the present study was also designed to determine which factors of online and in-store visual merchandising, influence consumer behavior. Findings suggest that there are a lot of similarities between in-store and online visual merchandising; and few differences due to the fact that selling online is specific and some precisions have to be added (terms and conditions, payment, returns, delivery This study has found that retailers tend to represent as much as possible in-store merchandising techniques, online. [...]
[...] This survey is part of a research project in order to understand better the effect of in-store and online visual merchandising on consumer behavior. This questionnaire will take about . minutes to complete. Your participation is totally anonymous and your answers will only be used for the purpose of my research. Date: Place: Retailer's name: Questionnaire no: PERSONAL INFORMATION 1. Age: (please tick the appropriate box) 18-24 25-34 35-44 45+ 2. Socio-professional categories: (please tick the appropriate box) Full time job Part time job Student Retired Unemployed 3. [...]
[...] Table of contents ABSTRACT AKNOWLEDGMENTS LIST OF TABLES LIST OF FIGURES CHAPTER INTRODUCTION : Background and rationale for study : Aim and objectives : Scope of study : Breakdown of study CHAPTER LITERATURE REVIEW 2.1 : Definition of visual merchandising 2.2 : Visual merchandising in fashion 2.2 .1: In-store visual merchandising 2.2 .2: Online visual merchandising 2.2 .3: In-store versus online visual merchandising 2.3 : Consumer behavior 2.4 : Consumer behavior in fashion 2.4 .1: In-store consumer behavior 2.4 .2: Online consumer behavior CHAPTER BACKGROUND: THE APPAREL MERCHANDISING INDUSTRY 3.1 : The apparel industry 3.2 : Statistics and Trends 3.3 : Merchandising CHAPTER METHODOLOGY 4.1 : Previous methods used 4.2 : Secondary research 4.3 : Primary research 4.3 .1: Research instrument 4.3 .2: Place of survey 4.3 .3: Sampling frame 4.3 .4: Pilot study 4.3 .5: The research process: content analysis and questionnaire design 4.3 .6: Ethical consideration 4.4 : Limitations CHAPTER RESULTS 5.1 : Content analysis of in-store an online merchandising 5.1 .1: What are the similarities between in-store and online merchandising? [...]
[...] For those who are going online, the main reasons are curiosity (they are going online simply, without any precise idea in mind), to find a store in their geographic area or to check an item (size, availability, color) that they saw in-store or they want to buy (they did not go in-store but have a precise idea of what they want to buy, so they are going online to see if the retailer is selling this kind of product). v Question 15: For Esprit only, are you buying online? [...]
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