Paper Title
VISUAL MERCHANDISING ELEMENTS: IN-STORE Vs. ONLINE
Article Identifiers
: Keywords
Merchandising, Retailing, In-store Visual Merchandising, Online Visual Merchandising, OVM, VME, Apparel web store, Content analysis, Taxonomy.
Abstract
Purpose- This paper is the result of a scientific research which is concerned to the new and emerging field of Online Visual Merchandising. For the ease of study, the focus of this research was concentrated on online stores of Fashion and Apparel. The aim of this research is to identify, create a better taxonomy, measure the elements and sub-elements of In-Store Visual Merchandising and then compare them with elements of On-line Visual Merchandising (OVME). It is one of the first few researches in its line which is focused on Fashion and Apparel online stores operating in India. Design / Methodology/ Approach – A comprehensive list of VME was compiled using secondary data and result of previous researches. This list was then updated and modified as per current geographical and social requirement. All such In-store VM Elements were then content analyzed and then compared with OVME. Retail Stores of 4 Multi Brand Outlets (MBO) of Fashion and Apparel in India were studied. Findings- Taxonomy of VM elements has been created which can be used by researchers for further study on their impact on sales or customer perception or Brand identity. The adopted inductive approach in this research resulted into 23 Elements, which were clubbed into 2 major groups. All these VM elements were content analyzed and their frequency of usage was measured and summarized. Research limitations- Since this study was descriptive in nature, the possible impact of VM elements on Consumer Buying Behavior cannot be studied, which can be addressed in future researches. Only 4 MBOs of major apparel retailers were content analyzed, which also limits purview of this research. This study was conducted only on 4 major Fashion and Apparel Multi Brand outlets available in India, which limits its preview both by product category and by location. Practical implication- Using the taxonomy developed in this research about VM elements, fashion and apparel retailers will get an understanding of and insight into current usage pattern of VME and also their online counterparts. Also fashion retailers can use and emphasize on these VM elements to create the desired effect on customer attention and ultimately on sales. Offline retailers may use this research for their online interventions. Originality / Value- A comprehensive list of VM Elements have been provided through this paper. Impact of these elements have not been identified and will be done in next part of this project. These identified 23 elements might influence customers’ shopping behavior which can be studied further.
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How To Cite (APA)
Dr. Aditya Upadhyay, Dr. Sangeeta Jauhari, & Dr. Vijay Singh (June-2023). VISUAL MERCHANDISING ELEMENTS: IN-STORE Vs. ONLINE . INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 8(6), d196-d209. https://ijnrd.org/papers/IJNRD2306319.pdf
Issue
Volume 8 Issue 6, June-2023
Pages : d196-d209
Other Publication Details
Paper Reg. ID: IJNRD_199545
Published Paper Id: IJNRD2306319
Downloads: 000122020
Research Area: Social Science and HumanitiesÂ
Author Type: Indian Author
Country: Bhopal, Madhya Pradesh, India
Published Paper PDF: https://ijnrd.org/papers/IJNRD2306319.pdf
Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2306319
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