Silent selling: Exploring the relationship between fashion retail visual merchandise and impulse buying behaviour
Abstract
Visual merchandising is accorded a substantial amount of importance in the research
and practice of current fashion retail today. The conventional reference to a visual
stimulus, which was traditionally thought of as a vital component of the ambiance of a
retail store, is no longer the primary focus of visual merchandising. Rather, the primary
focus of visual merchandising has shifted to a focus on the product itself. In addition to
this, it acts as the first unspoken hint in the decision to buy. In light of this, the purpose
of the study is to investigate the role that retail virtual merchandise plays in the
behaviour of impulse buying. A random sample of 436 people was taken from a variety
of fashion retail establishments located in shopping malls for this study. The research
indicates that customers' impulse buying intentions are influenced by visual
merchandising in the form of window displays, in-store form displays, floor
merchandising, and promotional signage. The findings of the study also demonstrated
that there is a crucial connection between many types of retail merchandising, including
window displays, in-store forms, floor merchandising, and promotional signage. This
indicates how vital it is for owners of fashion retail stores to provide their clients with
the appropriate store environment and formulate plans to better understand their
requirements. As a result, it is essential that the visual stimuli and the atmosphere be
useful while also being calming.