An exploratory study on visual merchandising of an apparel store utilizing 3D technology

To provide a competitive edge against the rapid growth of online stores, offline stores' physical environments have become more important in attracting consumers. Visual design and display of items and decor for better communication with consumers is known as visual merchandising (VM), which enhances shoppers' in-store exploration and experience. This study investigates the effect of an apparel store's VM on consumers' response with the S-O-R model. Theme-centric and product-centric VM strategies are suggested as the two representative types, and were thus designed and actualized via 3D technology using SketchUp 8. A short video clip was used to enhance the reality of store environment in examining consumers' evaluation toward VM elements (S), emotional response (O) and approach behaviors (R). This study suggests fundamental classification of VM types for retailers to support the development of VM strategies in design of differentiated store environments.