TITLE:
New Technologies Applied to the Fashion Visual Merchandising
AUTHORS:
Juliana Paradinha Sampaio, Welton Fernando Zonatti, Francisco Javier Sebastian Mendizabal-Alvarez, George Bedinelli Rossi, Julia Baruque-Ramos
KEYWORDS:
Marketing, Visual Merchandising, Fashion, Technology, Buying Experience
JOURNAL NAME:
Modern Economy,
Vol.8 No.3,
March
21,
2017
ABSTRACT: This paper presents how new technologies applied to
visual merchandising at point of sale could influence on consumer buying
behavior, mainly among the young cohorts, as well as generating experience and
attracting new consumers. A critical review based in literature research was
performed as methodology. The references are based on the theories of consumer
behavior, buying experience, visual communication and new technologies applied
to visual merchandising, more specifically focused in fashion market. Although
young people are a key focus of actions of visual merchandising and that
currently they are not only represented by the Generation Y (Gen Y), major part
of the available literature on this topic is still focused on them. Thus, the
most of following considerations were focused on Gen Y, which should be
insightful regarded before being extended for other nowadays cohorts. It is
concluded in addition that visual merchandising technological actions become
themselves influencers in the unique shopping
experience, these new technologies applied to visual merchandising could provide
cognitive, emotional, sensory and behavioral values perceived by the shopper
during the buying process.