Medio siglo de visual merchandising en el retail textilla inversión para crecer en el mercado que viene

  1. Carmen Llovet Rodríguez 1
  1. 1 Universidad Antonio de Nebrija Madrid
Journal:
aDResearch: Revista Internacional de Investigación en Comunicación

ISSN: 1889-7304

Year of publication: 2021

Issue Title: Comunicación, empresas y sociedad

Issue: 26

Pages: 160-175

Type: Article

DOI: 10.7263/ADRESIC-026-01 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: aDResearch: Revista Internacional de Investigación en Comunicación

Abstract

Reach of the review: This research carries out a review of the role of visual merchandising in textile retail for its application in the current environment, defined by the sector as the first major transformation of retail due to the changes accelerated by the pandemic throughout the value chain (from the formula clerk-counter-customer) in 200 years. Period of the publications reviewed: Research that between 1980 and 2020 underlines the use of the store as an element of communication and marketing is analyzed. The starting point is the 1980s because the first notable revolution in the store took place: Benetton eliminated counters and till and arranged the shirts by color without the need for a salesperson. Origin and types of documents reviewed: Articles from indexed magazines and specialized manuals in the areas of marketing, consumption, communication, distribution and design present in national and international databases are reviewed. Author’s contribution on the publications analyzed: The study identifies the functions of visual merchandising to respond to the need of retailers to adapt to the high expectations of consumers, linked to technological innovations in design and the environment or to purchase decisions based on external stimuli, faster and less motivated by cognitive effort. Conclusions on the lines of research studied: The main functions of visual merchandising are: 1) representation of the product in the consumer's imagination, in such a way that it turns the shopping experience into an adventure and continuous discovery; 2) representation of the brand's style or way of being; 3) improvement of the shopping experience; 4) presentation of the corporate identity, the only feature that is visible to the public; and 5) control of what the customer sees and experiences in the store.

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